CMO Council 'Voice of Customer' survey results

The Chief Marketing Officer (CMO) Council has found that, despite overwhelming agreement on the importance of customer experience and word-of-mouth, nearly two-thirds of companies do not have a formal 'Voice of Customer' program in place.

In a new report entitled, "Giving customer voice more volume," the CMO Council has found what it believes are critical deficiencies in the way companies measure, optimise and leverage customer experience to drive loyalty, improve brand value and increase business performance and growth.

Out of the 480 marketers surveyed:

  • 38% said their companies have no programs in place to track or propagate positive word-of-mouth among customers,
  • only 29% said their companies rate highly in their ability handle and resolve customer problems or complaints,
  • just 32% look for ways to turn problems into new sales opportunities, and only 15% introduce new products or services to further monetise the relationship.

    The full report detailing the results of the "Giving customer voice more volume" survey is now available for US$199.00 and a 16-page complimentary executive summary is also available. Both can be downloaded here.

    Visit the CMO Council press office here.


 
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