The Chief Marketing Officer (CMO) Council released a report on how companies measure and optimize customer experiences – and the results were not good.
Here are some disappointing stats from the press release:
- 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.
- Merely 17 percent use the opportunity to identify and cultivate potential customer champions and advocates.
- Only 13 percent of companies have deployed real-time systems to collect, analyze and distribute customer feedback.
- Customer voice has gone online, but only 14.5 percent track word of mouth on the Internet
Read the rest of the press release here.
Recent statistics from Pew Internet suggest that 75 percent of online adults ages 18-24 and 57 percent of online adults ages 25-34 have profiles on social technology web sites. Social technology = conversation.
If you don’t think they’re talking about your brand, you’re probably wrong. Here are live feeds on Twitter Search for random products:
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It’s a breath of fresh air to hear someone validate a message I’ve been preaching, which is “people are talking about your brand, whether you are part of the conversation or not!” I set up an unfinished site that has a number of cheese-related keywords piped into it, and every single day on Twitter (alone) people talk about Kraft Macaroni & Cheese. But it’s not the number of times it is mentioned, it is the sentiment… is it positive, negative, or no one cares? Are people using the product or service, or just passing a link around? Do people crave ownership of your product even if they can’t afford it, or do they think it’s inferior, without trying it? Those answers are the golden nugget of understanding that so many marketing folks lack. I hope your product is able to provide that sort of information… if it does, it’s just a matter of time before those CMO Council statistics will change, I think.