(* Source: CMO Council *)
Though top marketing execs believe that good customer experiences and positive word-of-mouth can increase loyalty and brand value, they admit that their companies are failing to properly integrate customer voice and experience into key business and marketing processes…
The study, “Giving Customer Voice More Volume,” reveals that 38% of the 480 senior marketers surveyed say their companies have no programs in place to track or propagate positive word-of-mouth among customers and only 29% say their companies rate highly in their ability handle and resolve customer problems or complaints.
Internet specific findings from the study:
- While 74% say they receive customer feedback via e-mail, only 23% say they track and measure the volume and nature of these messages.
- The majority (58%) of marketing execs say that the internet and social networks have changed customer expectations for their brand, but only 14.5% track word of mouth on the internet.
- Only 12% are using a word-of-mouth marketing platform to drive online customer advocacy.
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