As companies have embraced the importance of Customer eXperience (CX), they have created feedback-gathering programs to solicit insights from customers. However, far too many of today's companies have become over-reliant on a single feedback-gathering approach. Feedback helps to increase operational improvements and adds strategic value to CX programs. So many companies now compete on the basis of CX and have set up various CX infrastructure and process programs. They also use multiple contact channels like email, SMS and web-based surveys to collect more feedback.