Ignite Social Media // Blog // Lifestyle // Chief Marketing Officers Want to Listen to Customers, Don’t Know How
-
-
Using Data to Rank 2011′s Top 20 Internet, Social Media and SEO blogs
For three years now, the folks at Cision have ranked the Top 100 blogs in our category by looking at specific data points. These data points are designed to reward actual site performance versus popularity or “Internet fame.” Last year, Ignite Social Media was ranked second, only to the blog powerhouse Mashable. This year, Cision [...]
-
2011 Social Network Analysis Report – Geographic – Demographic and Traffic Data Revealed
2010 was a rocky year in the social network space and many sites closed their doors including Propeller.com and Team Sugar, to name a few. Quite a few others continued their decline into yesterday’s news as we see more social network users consolidating their social profiles. Undoubtedly, Facebook’s continued growth worldwide has led to this [...]
-
Ignite Social Media named one of “World’s Top Social Media Marketing Firms for 2011″
The International Business Times came out with their list of 5 agencies they describe as “The World’s Top Social Media Marketing Firms for 2011” and Ignite Social Media is one of the five selected. We’re honestly not sure of the criteria, but we’re flattered to be included in such a small group of firms on [...]
-
26 Facebook Fan Page Examples in Detail
Since the conclusion of our previous series “26 Social Media Marketing Examples in Detail” and with the start of the new year, I have been inspired yet again to evaluate what other brands are doing in the space. However, instead of covering what a brand is doing across multiple platforms, in this series we will uncover specifically what the top brands on Facebook are doing on their pages to engage with their fans.
-
Ignite Social Media Blog
Chief Marketing Officers Want to Listen to Customers, Don’t Know How
I came across an interesting post on Marketing Pilgrim that pointed at a new study by the CMO Council called ”Giving Customer Voice More Volume”. It seems that Chief Marketing Officers understand the need to listen to, amplify and react to customer input, but they really don’t know how. 
It’s critically important that they learn how, and learn how quickly. As Andy Beal points out in his post on it:
- Only 13% of companies have deployed real-time systems to collect, analyze and distribute customer feedback
- A mere 23% say they track and measure the volume and nature of customer feedback via email
And, finally:
- Only 16% monitor online message boards and social networking sites.
It’s not lack of input that’s the problem. It’s doing something with all that input. One of the most interesting findings I saw was this:
This deficiency is not for lack of the customer’s willingness to provide input. In fact, customer feedback and commentary is flooding their organizations. The major channels of customer communication, in order of magnitude include:
- Account representatives
- Satisfaction surveys
- Employee interactions
- Call centers
Yet, this information too often is not systematically aggregated, analyzed and shared with those in the organization who need to make the appropriate changes to customer experience.
As you set up systems for monitoring and tracking responses, it’s critical that you get a bit creative and invest in systems, or you’ll be among the marketers with no actionable data.
Look for systems to monitor online posts and sentiment, and separate noise from signal. We use Radian6 for many of our clients and that works quite well.
And look for systems like Dell Idea Storm that aggregate, organize, and prioritize ideas. Email forms will never do that for you. And what your customers are saying is too important to leave to a pile of emails.
-
Anonymous