Today, companies have a vast array of customer feedback collection methods to choose from; and for good reason – they provide different value, under different conditions. So, understanding the different kinds of feedback you need to drive increased value to your customers will help you select the right portfolio of tools to capture the variety of customer insights that you need. Have you ever observed the interactions of your call center agents for a day, or rode along with a member of your sales team? You quickly realize just how much variety exists within your customer touch-points and it won’t take you long to realize that not all this feedback has the same value to your business. So, why do most companies rely on just one or two methods of collecting feedback from their customers?