Customer loyalty and satisfaction low priority, according to survey
ADOTAS — Despite the tough times, basics such as customer experience and word-of-mouth are getting short shift within marketing companies.
In a survey by the Chief Marketing Officer Council, 58 percent of 480 executives said their companies do not compensate employees or executives based on customer loyalty, satisfaction improvements or analytics. Nearly 40 percent said their companies have no programs in place to track or spread positive word-of-mouth among customers. In addition, only 29 percent said their companies rate highly in their ability handle and resolve customer problems or complaints.
“Customer experience is one of the most critical determinants of brand strength and business growth. Yet, most organizations and senior marketers suffer from major blind spots and gaps in the way they interact, handle and respond to customer issues or problems,” said CMO Council executive director Donovan Neale-May. “CMOs must assume ownership for the customer experience and establish enterprise-wide measures and disciplines to ensure continuous improvement. We are missing a major opportunity to turn customer pain into competitive gain at every touch point through better use of web and contact center technologies and processes.”
Sponsored by Satmetrix, the study reveals critical deficiencies in the way companies measure, optimize and leverage customer experience to drive loyalty, improve brand value and increase business performance and growth, including:
- 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
- Intermittent or deficient monitoring of customer experience that fails to provide true and timely insights into problems and opportunities
- Too few compensation programs tied to customer experience, loyalty and satisfaction gains
Customer listening, learning and leveling are critical qualities that need to be part of an institutionalized corporate culture, notes the CMO Council. But the survey shows most companies don’t use these opportunities to drive company-wide performance improvement and business growth. Instead, most companies treat customer interactions around service situations and incidents only as a problem that needs quick resolution.
The rest of the survey is here.
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