How Agile Marketers Improve Response to Customer Feedback
Today’s consumer expects their behaviors and actions to lead to swift action from the brands they choose to do business with. Making this more complex is that, for most companies selling products through retail channels, this expectation for speedy response to requests also comes from a second source: the retail customer.
To investigate how brands are meeting and exceeding these expectations for responsiveness and action, the CMO Council is partnering with Esko, Pantone and X-Rite to determine how organizations are responding to consumer requests as the pace of the omni-channel experience continues to change. The study will investigate how organizations are faring when it comes to responding to customers and leveraging customer data and intelligence to deliver the right experience, in the right moment, through the channel of the customer’s choice, whether it is a physical or digital touchpoint.
FACTS & STATS
90% of consumers reuse product packaging boxes and bags after purchase.
40% of consumers would share a photo of packaging if it is interesting.
48% of global consumers don’t believe most brands take action on customer feedback.
67% of global consumers across all age groups expect brands to respond within 24 hours to their customer service questions, complaints or praise on social media.
ARTICLES AND BLOGS
Oct 2016 - Dailiy Mail
Jul 2016 - McKinsey & Company
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers. The CMO Council's 12,500+ members control more than $500 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 45,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The Council also operates numerous special interest networks, representing deep-dives into specific areas of interest or study. www.cmocouncil.org
Esko is a global supplier of integrated solutions for the packaging and labels, sign and display, commercial printing and publishing industries. Esko products and services drive profitability in the packaging and printing supply chain by reducing time-to-market and raising productivity. Learn more at https://www.esko.com/en/company/about-esko. https://www.esko.com/en/company/about-esko
Pantone LLC, a wholly owned subsidiary of X-Rite, Incorporated, is the world-renowned authority on color and provider of color systems and leading technology for the selection and accurate communication of color across a variety of industries. The PANTONE® name is known worldwide as the standard language for color communication from designer to manufacturer to retailer to customer. http://www.pantone.com/about-us?from=topNav
Headquartered in Grand Rapids, Michigan, X-Rite is a global company with locations around the world. Experts in blending the art and science of color, we focus on providing complete end-to-end color management solutions for our clients in every industry where color matters. http://www.xrite.com/about-us