Plan, obtain and evaluate stakeholder feedback
Overview
This standard is about planning, obtaining and evaluating stakeholder feedback. You agree requirements with decision makers and identify stakeholders who provide the feedback. You use formal and informal processes to obtain quantitative and qualitative feedback. The standard also involves planning to obtain feedback and implementing your plan to meet agreed target dates. You assess the currency, reliability and validity of the feedback information provided. You use the feedback to identify trends and patterns that align with the agreed requirements, assess any wider implications of your findings and recommend appropriate actions. This standard is for marketing professionals who plan, obtain and evaluate stakeholder feedback.
Performance criteria
You must be able to:
- agree the reasons for obtaining feedback with decision makers
- identify the stakeholders to seek feedback from
- identify the quantitative and qualitative feedback that is required
- select formal and informal processes to obtain the required feedback
- plan to collect feedback from stakeholders following organisational procedures
- implement your plan and collect feedback within the agreed target date
- maintain confidentiality and security when collecting feedback
- assess the currency, reliability and validity of the feedback
- identify trends and patterns relevant to the agreed purpose
- evaluate the feedback to assess any wider implications for your organisation
- share the feedback with other business functions and stakeholders, where appropriate
- define actions arising from the feedback
- recommend actions to decision makers to respond to the feedback
- follow legal and organisational policies and procedures when obtaining feedback
Knowledge and Understanding
You need to know and understand:
- the reasons that your organisation has for obtaining feedback from stakeholders and how it is used
- the variety of stakeholders from whom feedback can be gathered and how to engage them as groups and individually
- the different types of feedback that can be collected from internal and external stakeholders
- the importance of obtaining feedback confidentially and securely following your organisation's procedures
- the formal and informal organisational processes for obtaining feedback
- the importance of planning your approaches for obtaining feedback and the impact that this has
- the analysis techniques that can be used to identify patterns and trends in feedback, and the technology that can support analysis
- the factors to consider when assessing the currency, reliability and validity of feedback and why this is important
- how to identify the interests of those providing feedback and determine conflict of interest and potential bias
- the implications of conflicts of interest and bias on the reliability and validity of feedback
- how to evaluate the implications of feedback for the organisation
- how to recommend actions for your organisation in response to feedback
- the legal, organisational, codes of practice and policies relevant to your role and the activities being carried out