New Customer Feedback Firm Targets Reluctant Respondents

Caleb Elston, one of the men behind a mobile chat app called Yobongo, has set up a new company in California called Delighted, with the aim of helping businesses connect with their customers.

Elston (pictured) has partnered with former Mosaic senior engineer Mark Dodwell and Yobongo's former product designer Mike Gowen to found Delighted, which aims to help clients reach those consumers who rarely provide feedback about their experiences.

The Delighted team is in the process of developing 'new ways' to collect feedback from customers, and is currently designing a tool which 'will not involve completing a giant survey'.

In an interview with online publication Crunchbase, Elston said the team is targeting those companies which only receive feedback from 5% to 10% of their customers, adding: 'The huge latent opportunity point is that so many people don't interact, but they're the super majority of your business, and when they leave, they won't tell you why they're not coming back, they just silently disappear and go to a competitor.'

The firm will eventually be online at: www.delightedapp.com .