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Below is our recent interview with Jaakko Männistö, Founder & CEO at Feedbackly:
Q: Could you provide our readers with a brief introduction to your company?
A: Feedbackly is a Saas company specializing in measuring customer emotions, customer feedback and behavior through the entire customer journey. We provide the tools, methods, knowhow and processes to make that happen regardless of what sized company you are. We are also the developers of the Emotional Experience Measurement framework EVI® – Emotional Value Index.
Q: Any highlights on your recent announcement?
A: Emotions have been taking over marketing and the position to be the main driver of our purchase behavior during the past decade rapidly. Today, a whopping 46% are saying that customer experience is the main driver of the purchase decision where pricing is only 20%. In other words, look beyond NPS and CES to emotions that you want to drive in your business and find a way to measure those.
This lead to the creation of the EVI® as in the Emotional Value Index. EVI® is very much like NPS or CES as it is a standardized way to see a more complex phenomenon. On the other hand, emotions are more complex so the model to calculate the index is a bit more complicated, though still very simple.
And for this reason I’m exited to announce that we have published the next generation version of the EVI® to help companies better understand their customers emotions and purchase behaviour.
And what is so cool about EVI® is that we have discovered that it has x2 bigger impact into your bottom line than the other most used CX metrics and up to x4 times bigger than ordinary customer satisfaction.
Q: Can you give us more insights into your offering?
A: Sure, I think that the big thing is the easiness of use and years of experience put into a process that any business can follow. Customer experience and customer experience programs can be complicated and even scary at some times. Thats why we have productized this proces in a way that it scales. Normally a company would need to pay anything between 70 to 80 thousand dollars per year on this kinds of service but with Feedbackly you can go with anything between 1,500 to 20,000 dollars depending on your volume.
Q: What can we expect from your company in next 6 months? What are your plans?
A: As we have just pushed the new EVI® analytics into the product and launched it to the market, the demand has been high. We have a big amount of customers and new leads transferring from NPS to EVI® fast! So now we are concentrating on delivering the best onboarding experience out there and making sure we learn even more about EVI®.
Q: What is the best thing about your company that people might not know about?
A: The biggest thing for us is that we always want to keep our customers ahead of the market and we might always not be the nicest people when we are expected to say the hard to hear things and start fixing them. But that is necessary from time to time and that’s why our clients trust and want to work with us!
