Giving Customer Voice More Volume

Companies are missing a big opportunity to turn customer pain into competitive gain, according to a new CMO Council Report.

Despite overwhelming agreement on the importance of customer experience and word-of-mouth, senior marketers admit their companies are failing to take decisive, company-wide action to integrate customer voice and experience into key business and marketing processes, according to a new study by the CMO Council. The study, sponsored by Satmetrix is titled "Giving Customer Voice More Volume" and revealed that critical deficiencies include:

  • Insufficient availability and aggregation of real-time customer experience data across touch points that should be shared across the organization.

  • Poor use of customer interactions to collect insights and intelligence or maximize up-sell and advocacy opportunities.

  • Lack of Internet processes and systems to track online word of mouth and drive customer advocacy.

    Most companies treat customer interactions around service situations and incidents only as a problem that needs quick resolution:

  • Only 38 percent of companies gather customer insight from customer engagement situations.

  • Just 32 percent look for ways to turn problems into new sales opportunities, and only 15 percent introduce new products or services to further monetize the relationship.

    Senior marketers are clearly aware of the importance of customer experience. In fact, 83 percent of respondents said it is either "essential" or "increasingly important" in driving brand advocacy and business performance. In addition, 84 percent said positive customer experiences and word of mouth have helped their brands and businesses grow. There were 44 percent of respondents who admitted that high-profile negative customer experiences had at some time compromised their brands.

    Customer Voice? Turn up the bass!

    • © 2005-2010 Jansen & Riemersma 18/2/2009 11:07 PM | #Articles