Customer Feedback Management

Real-time Feedback

A quick response time is vital, particularly in case of complaints. The faster the response, the more likely it is that customers will have a positive recall of the contact. With ‘GIM direct’ Customer Feedback Management systems, feedback can be prioritised and passed on directly to contacts at the company, thus allowing them to deal promptly with the issue.


These days, the younger customer groups in particular consume and handle information almost exclusively on mobile end devices, which is why it is no longer practical to conduct process management merely on the PC or via e-mails. For this reason, ‘GIM direct’ has also geared its Customer Feedback Management systems to mobile communication in order to reach all customer groups in real time.

Social Media

For certain groups of customers, it has now become normal to exchange attitudes and views via social media. This is why it is so important to pick up on and respond appropriately to relevant customer opinions in social media in order to maintain contact to customers in the relevant channels.


In order to shed light on the general sentiment among groups of customers, one must evaluate all communication channels and bundle them into meaningful KPIs. The ‘GIM direct’ Customer Feedback Management systems use so-called dashboards to define and measure the relevant KPIs.


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Customer Experience Management

Positioning within the competitive environment

Optimal positioning within the competitive environment is becoming increasingly important for companies. GIM direct Customer Experience Management measures the influence of image dimensions on brand strength at regular intervals and sheds light on whether or not it would make sense to reposition the brand.

Touchpoint & customer journey analysis

Each and every point of contact between a company and its customers can potentially play a part in positively influencing the brand experience. Classic customer journeys are used to sketch out the online and offline routes, from initial contact up to purchase and/or aftersales. Via touchpoint analysis, GIM direct Customer Experience Management then provides insights into the transfer rates within the customer journeys. Individual transfer rates (e.g. online > offline) can be ascertained for each group of customers. These customer groups may vary greatly, and with such information it is possible to design very specific marketing measures.

Predictive Big Data Integration

The predictive integration of secondary data sources can serve as an early-warning system. In very specific projects of this kind, GIM direct Customer Experience Management combines its intensive experience in market research with the technical know-how required to prepare the right hypotheses and ultimately draw the right conclusions from what are sometimes enormous volumes of data.

Social Media Reputation

These days, systematic measurement via selective surveys is not always enough to measure a holistic brand image, especially if one considers the declining success of reaching young customer groups with this instrument. On the other hand, young customers routinely share their opinions in social media. GIM direct Customer Experience Management uses text analysis to measure and systematically evaluate these views.

Customer segmentation

In order to address consumers via advertising and products in a way that reaps results, one needs to distinguish between the individual target groups rather than treating consumers as a homogeneous mass. As far as possible, people who react similarly to the marketing instruments and the company’s practices should be formed into segments. GIM direct Customer Experience Management then allows for a segment-specific marketing strategy with which to evaluate the client’s own brand positioning compared to that of the competition, identifying gaps in the market, identifying and focusing on relevant segments, and developing and testing segment-specific products, brands, communication and distribution in order to cater to the specific needs of the respective segments.


Customer Satisfaction Management 

Measuring, monitoring and tracking of emotional bonds and customer satisfaction

The GIM direct Customer Satisfaction Management systems enable regular measurement of customer satisfaction as a basis on which to devise suitable loyalty-boosting measures. Ideally, the success of the recommended action is then tested in a repeat run of the customer loyal study.

Determining target values for customer loyalty and NPS (Net Promoter Score)

The specification of attainable target ranges for sales and customer support staff calls for substantial know-how. Sectoral benchmarks can be selected directly from the comprehensive data bases of the ‘GIM direct’ Customer Satisfaction Management systems in order to usefully classify staff guidelines and ensure that they are neither over-ambitious nor too lax.

Identifying best performers/low performers via key driver analysis

The GIM direct Customer Satisfaction Management systems allow a balanced collation of performance scores, thus paving the way for prioritised recommendations for action, while forecasting which individual improvements are most likely to maximise customer loyalty.