A CMO Council Strategic Interest Group

CMO Council NPES

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.

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FACTS & STATS

Nov 2016

90% of consumers reuse product packaging boxes and bags after purchase.

Source: MarketingProfs

Nov 2016

40% of consumers would share a photo of packaging if it is interesting.

Source: MarketingProfs

Oct 2016

48% of global consumers don’t believe most brands take action on customer feedback.

Source: Customer Think

Oct 2016

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.

Source: Customer Think

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