BMA-SPSS study finds customer engagement a high priority

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Chicago—While nearly two-thirds of b-to-b marketers say customer engagement is a high priority, most are not satisfied with their organizations' customer engagement efforts, according to a study by the Business Marketing Association and SPSS, an IBM company.

The “2010 Customer Engagement Study” was based on an online survey of 230 senior-level b-to-b marketers conducted in April. The study was released at the annual BMA conference.

It found that 72% of b-to-b marketers rate customer engagement as a high priority within their marketing organization. However, 44% of marketers gave their organizations a grade of C in customer engagement practices (on a grading scale of A-F, where A is the best). Eight percent gave their organizations an A, 37% a B, 9% a D and 2% an F.

The survey also found that only 51% of marketers currently measure the success of their customer engagement efforts.

The biggest challenges b-to-b marketers face in using customer analytics to improve customer engagement are lack of cross-functional coordination and lack of centralized customer data, each cited by more than half of participants.

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