Brand Engagement and the "Voice Of the Customer": Companies Placing Priority on Understanding and Engaging with Customers, New EIU Study Finds

Over the next three years, global organizations will make understanding and interacting with the customer their top priority. So says a new study from the Economist Intelligence Unit, Voice of the customer: Whose job is it, anyway? Yet only 56 percent of respondents to the survey, sponsored by SAS, believe their companies clearly understand the customer today.

Worryingly, many companies find it challenging to restructure their businesses around the customer, having been organized traditionally around products or geographies. Only six in ten viewed their companies as customer-centric and just over half report a clear understanding of customers’ tastes and needs.

So whose responsibility will it be to champion the voice of the customer within the organization? And what new skills and capabilities will they need in order to restructure around the customer instead of products? The report reveals a disconnect amongst executives on these questions. Nearly one quarter of CMOs surveyed want a Chief Customer Officer to take responsibility; another quarter see the onus on themselves. Currently, the CMO is considered the voice of the customer at just 18 percent of organizations, trailing the head of sales (31 percent).

Obstacles for the CMO include the diversity of the CMOs’ current obligations, few of which are currently customer-facing functions. Regardless, whoever aspires to serve as the voice of the customer must draw on customer insights to create an exceptional customer experience that spans all physical and digital channels. The key to the CMO delivering on an organizations’ evolving customer-centric mandate may lie in the rise of Web, social and mobile channels that are poised to take on greater significance in customer engagement.

In the next three years, social and mobile will eclipse e-mail and the corporate website for customer engagement. Few organizations, however, are currently leveraging emerging social and mobile media channels effectively to reach customers. While social media is predicted to become the second most important channel for customer communication, face-to-face interactions will remain the most important customer engagement channel.

"A growing shift to digital marketing also provides a rich foundation for data-driven customer insight," said Wilson Raj, global customer intelligence director for SAS, in the release. "CMOs are in a prime position to be champions for the voice of the customer—if they shore up digital and customer analytics skills across the marketing organization."

PR Biz Update PR Agency News PR People Marketing Trends
Andy Moss, big ticket items, car buying, e-commerce solutions, Marketing, Mobile commerce, Pr, Public relations, Roadster, smartphone big-ticket purchases, smartphone purchases, Survata
How Big Is Mobile Commerce? A Third of Consumers Would Consider Buying a House or a Car Directly from Their Smartphone

While there seems to be a pervasive belief that consumers will...

corporate creativity, corporate managers, Diane Domeyer, employee creativity, Marketing, office design, on-the-job innovation, open-concept space, Pr, Public relations, The Creative Group, work environment
Office Space: Where Creativity Thrives—Creative Execs and Workers Differ on Ideal Work Environment for Ideation

What kind of office setting sparks the most creativity? According to...

A tablet computer on a desk - Local News
Hyper Local: New Study Reports Effectiveness of Local Media to Deliver Community News, Consumer Advertising

Newspaper Advertising Found to Be Most Relied Upon by Local Media...

Thought Leaders On Deadline
Abhyudaya Tripathi, buyer’s journey, buyer-centric content, content creation, Content Engagement, Content marketing, content value, Marketing, marketing content, Pr, Public relations, ResultFirst-SEO Services Company
How to Create Buyer-Centric Content that Delivers Real Value

By Abhyudaya Tripathi, Associate Director, ResultFirst-SEO Services Company “Is there anything...

blame and shame, connecting with youth, digital age, digital natives, Kate Gunby, Marketing, marketing to youth, Pr, PRR, PRR Research, Public relations, teen culture, teen marketing, teen parents
How to Talk to Teens: 5 Lessons for Connecting with Today’s Youth

By Kate Gunby, Senior Research Associate, PRR Any PR company knows...

Courtney Lukitsch, election cycle, Gotham PR, Marketing, pay inequality, pay wage gap, Pr, presidential candidates, Public relations, public relations industry, shattering the glass ceiling, women entrepreneurs
Shattering the PR Glass Ceiling: Fixing the Wage Gap

By Courtney Lukitsch, Founder and Principal, Gotham PR Gotham PR recently...