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Customer Feedback Start-Up Shaking Up The CX Space

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Matt Wujciak


In the digital age of marketing and online public feedback, the consumer’s voice has an exponentially growing reach across a plethora of social media forums.

Some of the most common include embedded tools in traditional social media platforms like Facebook, Twitter, Instagram, LinkedIn, as well as non-traditional platforms/review hubs like Quora, Glassdoor, Google My Business, Yelp, Amazon Reviews and more.

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Every day hundreds of millions of active users take their CX reviews and opinions of brands online, creating more actionable intelligence and public data than ever before. 

Leveraging actionable data

According to CCW Digital Principal Analyst, Brian Cantor, 66% of organizations are mapping their journeys. Yet, fewer than 10% are actively using customer insights to orchestrate them. 

Cultivating a digital review ecosystem is the best way to orchestrate those experiences, collecting insights while enhancing brand image (depending upon how a business publicly or privately responds to customer feedback). 

Partnering with platforms that specialize in reviews can also be valuable—both for those that want to create their own review ecosystem and for those that want to show reviews but don’t intend to create their own platform.

And some entrepreneurs and solution providers are beginning to take notice. 

AskNicely, the Portland, Oregon based customer experience start-up/digital platform has been capitalizing on this idea, exploiting the demand of actionable analytics and real-time feedback for service business owners, managers and front-line workers alike. 

As seen in Business Wire, “AskNicely’s platform enables service businesses such as franchises, veterinary clinics, beauty salons/spas and gyms to identify gaps in the customer experiences they provide and allow employees to continually improve based on direct feedback from the customers. Its platform is based on the Net Promoter Score framework and seamlessly integrates with dozens of CRM and marketing tools like Salesforce, HubSpot, Zendesk and more.” 

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The AskNicely approach

In an attempt to provide a solution to both brand review management and consumer feedback/data aggregation, the company recently announced the opening of its first European office in Amsterdam. 

What the platform does: “Automatically collect feedback at any point in the customer journey on any channel (email, web, SMS) using the Net Promoter Score (NPS®) framework.”

“Focus your front line teams on the customer experience with role-based dashboards on any screen - desktop, mobile app, TV and (plus dozens of other tools). Rank NPS by location, segment, team, and event (anything) and use advanced text analytics to see what customers really want from your brand,” in real-time.

“Customers no longer make decisions based on what marketers or salespeople say,” says Aaron Ward, CEO of AskNicely. “A friend or colleague’s recommendation is more powerful than ever before, making it critical for businesses to leverage real-time customer feedback to constantly improve their offerings.”

And he’s right. Seen in a recent CCW Digital special report on CXaaS, 95% of consumers read online reviews before making a purchase. Faced with these uses, utilizing the latest technology to monitor opinions to be able to respond to them or make actionable decisions becomes essential in a brand’s CX design model.

Turning feedback into quality experiences

Not only do reviews matter. Not only does your response matter. The speed of your response matters as well. According to Yelp, “timeliness is everything. If you aim to respond within 24 hours, you increase your chances of having a reviewer upgrade their review to a higher star rating by 33%.”

“Our platform is leading the way in making data actionable and motivating all members of service businesses —from front-line workers to the CEO,” said Ward. With better customer feedback, analytics become more actionable, online brand management and communication become less siloed, and response times to reviews and inquiries decrease. 

Founded in 2014, the platform received the highest customer satisfaction score among products in its category, a rank it has maintained for three consecutive years, according to a G2 2019 Report for Enterprise Feedback Management Software. 

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As the market for brand management and data aggregation tools continues to expand, it has never been a more prevalent time to capitalize on a digital review ecosystem to enhance marketability, collect more actionable data and orchestrate better customer experiences.