Thursday, April 27, 2006

CMO Council study finds marketers out of touch with customers

CMO Council study finds marketers out of touch with customers

Apr 26, 2006

Palo Alto, Calif.—Marketers still have a long way to go when it comes to understanding and interacting with customers, according to a new study by the CMO Council.The study, “Select & Connect: Strategies for Targeted Acquisition and Retention,” was based on a survey of more than 550 marketers in the first quarter.

It found that nearly 75% of marketers did not have a customer advisory board or council. Of those that do, only 6% said the board was “very critical” in product innovation.

Also, nearly 75% of marketers said they did not manage a formal online community of users or buyers, and more than 66% said they did not have a formal customer word-of-mouth program in place.

The top three factors that prevent optimal customer insight and intimacy are complexity of data and system integration, competing departmental goals and personalities, and an under-appreciation of such efforts within the company, the survey found.

By Kate Maddox, BtoB magazine

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