You are serious about customer experience (CX). You want to collect feedback. You need to learn more about your customers’ pain points and needs so you can increase their loyalty and retention over time. Great! With a high-level strategy in hand, one of the first technology decisions to make is deciding which customer feedback tool to purchase. The most common practice is to utilize a traditional survey tool since there are many to choose from and they are inexpensive. So you pick one, sign up, upload a list of emails, build your survey, send it out, and wait for the responses to come in. And on to the second survey and so on. Mission accomplished. Well … maybe.