Guy Kawasaki, Jeremiah Owyang, and Voice of Customer Experts Highlight Day Two of Allegiance Engage Summit

SALT LAKE CITY – May 18, 2011 – Hundreds of Voice of Customer (VOC) professionals and
customer intelligence experts gathered on Tuesday, May 18, 2011, for day two of the Allegiance
Engage Summit in Park City, Utah. Highlights of the day included author and former Apple chief
evangelist Guy Kawasaki and social technology expert Jeremiah Owyang. Workshops focused
on real world examples and expert advice concerning how to uncover and apply insights from
customer feedback to achieve positive business outcomes.

Highlighting the growing number of customer feedback channels, including social media, email,
Web and mobile devices, Tuesday’s presenters focused on the importance of improving the
customer experience. In his keynote address “The Art of Enchantment,” Guy Kawasaki provided
attendees with creative ways that businesses can become more likeable and trustworthy while
engaging customers and winning more business. He pointed out that companies should
“remove the speed bumps” and make it easier for customers to do business with them.
Jeremiah Owyang echoed this in his presentation “The Customer of the Future,” which focused
on social technologies. He cautioned companies that the customer of the future is armed with
information and empowered to share their brand experiences with others. He pointed out that
market research must expand to include socialgraphics, which is the understanding of how
customers use social technologies. Businesses also need to apply social strategies to each
phase of the customer experience.

Attendees also heard from experts about Voice of Employee (VOE) and employee engagement
topics, including how to connect employee engagement to customer loyalty and business
outcomes as well as employee survey and feedback topics. Leaders in data analytics, Voice of
Customer and employee program start up, market research, demographic studies and social
business also presented practical case studies and shared thought leadership.

Sponsors of this year’s Summit included Attensity, Jive Software, Nunwood, J.D. Power and
Associates, 1to1 Media, CMO Council and Juice Analytics. Organized by Allegiance, Inc., a
provider of VOCi (Voice of Customer Intelligence) technology and services, the 2011 Engage
Summit included three days of speakers, workshops, panel discussions and product training.
Due to the growing interest in VOC programs, next year’s event, renamed as VOCFusion, will
be held at the Cosmopolitan Hotel in Las Vegas in 2012.

About Allegiance, Inc.

Allegiance, Inc. helps companies translate customer insights into actionable business
intelligence. Using Voice of Customer intelligence (VOCi™), Allegiance combines any form of
Voice of the Customer (VOC) data with any operational data (CRM, financial, etc.) to create
actionable customer intelligence delivered in the cloud. Allegiance multi-channel feedback
collection includes ad-hoc, transaction, relationship, and customer experience surveys, solicited
feedback through Web sites and phone, and unsolicited, unstructured feedback from social
media. Allegiance ranked No. 5 on the Inc. 500 list of fastest-growing private software
companies in 2009, and was named a “Top 10” by Software 500 in 2010. For more information
about Allegiance, visit http://www.allegiance.com.