Giving Customer Voice More Volume – CMO Council
This CMO Council research uncovers that customer experience is still a work in progress for senior marketers. Sponsored by Satmetrix, this study of nearly 500 senior marketers around the world reveals that companies are failing to take company-wide action to integrate the voice of the customer operationally across all areas of the business.
The study shares, among other statistics, that 58 percent of the executives surveyed said their companies do not compensate any employees or executives based on customer loyalty or satisfaction improvements. 38 percent said their companies do not have programs in place to activate or track positive word of mouth among customers, and only 29 percent said their companies rate highly in their ability to handle and resolve customer issues.
The study emphasizes the importance of effectively measuring, optimizing, and leveraging customer experience to increase loyalty, improve brand value, and drive company-wide performance improvement and business growth.