What a great debate. Personally I don't get too hung up on a name, but it can help to ensure that we are all aligned and provides clarity around what we are attempting to achieve.  For me, EFM is a relatively bland moniker for the platform underpinning a customer/employee engagement programme. However it is only that - a platform. The magic happens when, as Bruce says, the organisation uses the platform to support and enable action and therefore growth. As long as the technology platform does what it says on the tin and manages the feedback effectively, we can be confident that knowledge is being driven across the enterprise. With hygiene factors now addressed, we can concentrate on the important and exciting stuff - driving cultural and behavioural change.

Claire Sporton, Confirmit