August 17th, 2017 by Sam Del Rowe

Marketer responsiveness to consumer feedback has become a key factor in brand performance, according to a report from the Chief Marketing Officer (CMO) Council. The study defines responsiveness as the ability to source, understand, and quickly react to feedback, preferences, and needs.

90 percent of the 150 marketers surveyed indicated that responsiveness is crucial to providing a great customer experience. However, just 16 percent of marketers indicated that their organizations are extremely responsive to consumers, with the overwhelming majority reporting that their organizations fail to adjust products, packaging, services, and experiences based on real-time consumer requests and feedback.

The study also identified the top issues holding marketers back from improving responsiveness. These include lacking the budget to move forward on more frequent updates to physical touchpoints, not having the data or intelligence to make changes based on customer reactions and behaviors, functional teams separating marketing from product and packaging decisions, and vendors that are unable to meet expedited timelines.

“Customers fully expect for brands to engage at the speed of light—after all, it is exceptional customer experiences from brands like Amazon and Starbucks that have proven that rapid response, personalization, and real-time (or near real-time) omnichannel engagements are possible at the push of a button or click of an app,” Liz Miller, senior vice president of marketing at the CMO Council, said in a statement. “This is engagement at the speed of digital, and the customer expects a similar level of responsiveness across all experiences, regardless of whether the channel is physical or digital.”

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