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. Listening to customers

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:

  • E-mail
  • 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.

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3 Comments
  • Social Media Monitoring
    Posted at 00:11h, 30 June

    Dialogix is another great social media monitoring tool – while it is a paid form of monitoring, it tracks sentiment about specific brands or entire industries, across every social media platform, giving companies the opportunity to find those actively spreading positive or negative sentiment about their brand.

  • Anonymous
    Posted at 16:13h, 08 November

    I loved Smartwool comfort, too, but soon began to notice that the “rugged” outdoor socks kept developing holes within a very few weeks of wearing: and I have none of the faults/excuses for wearing out which they publicize. I wrote them asking that they improve their product and asking if they’d live up to their online “commitment” and replace a few defective pairs ifI sent them ( the “committment” —misspelled , incidentally says to just send such defective products to “the address below” —but no address appears) –That was a month ago and they’ve never even answered. I’ve also written my reaction to the product on a couple of trade-oriented websites . like “Wildernet” , which feature “rave reviews” , and somehow these never seem to appear online after being “monitored for content.” All in all , thisi situation is best characterized, I think ( Paerdon the pun, but it’s better to laugh than to cry) as a “rip (Get it?)-off” .
    I will now try Darn tough—Thanks for the lead.

  • marketing officer
    Posted at 08:26h, 04 July

    Brandon, I totally agree with you – those who do not use social media for collecting data are missing a lot. Using social media is especially good for new businesses that appear (as well as for famous brands). It for sure brings customers, and the more you build relations with them the bigger chance is to get even more from social media. And also tracking this data and answering potentional customers’ questions builds trust and name for your company.
    Alex

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