A recent survey conducted by the CMO council found some disconnects between the role of the CMO and the focus on Customer Service -
The most critical role a CMO can play in an organization: to own every facet of listening, learning, interacting, engaging, and optimizing the relationship with the customer, and understanding where the attrition, pain and aggravation is, and doing this in real time.Top lines from the article:
- 23% of the Marketers said their companies track or measure customer emails
- 17% use that feedback to identify potential customer advocates.
- 59% of marketing officers said their companies do not compensate any employees or executives based on customer loyalty, satisfaction improvements or analytics.
- Majority of respondents' companies have no programs in place to track or propagate positive word of mouth among customers.
- 16% of those surveyed monitor online message boards and social networking sites.
- Most companies don't even have systems in place to monitor feedback or engage consumers
- 37% of companies surveyed gather customer insight from customer engagement situations
- 15% use such situations to identify and cultivate potential customer champions and advocates
- A third reported that they look for ways to turn problems into new sales opportunities
- 16% introduce new products or services to further monetize the relationship
- "It's all about leveraging the touchpoints, or engagement with customers--more than just taking an order and introducing another offer"
