Companies Fail to Use Voice of the Customer for Competitive Gain

Despite overwhelming agreement on the importance of customer experience and word-of-mouth, senior marketers admit their companies are failing to take decisive, company-wide action to integrate customer voice and experience into key business and marketing processes, according to a new study by the Chief Marketing Officer (CMO) Council.

The CMO Council study underscores critical deficiencies in the way companies measure, optimize and leverage customer experience to drive loyalty, improve brand value and increase business performance and growth, including:

• Availability and aggregation of real-time customer experience data across touch points that should be shared across the organization
• Use of customer interactions to collect insights and intelligence or maximize up-sell and advocacy opportunities
• Lack of Internet processes and systems to track online word of mouth and drive customer advocacy