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CMO Council: Marketers lag in tracking, improving customer experiences

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Palo Alto, Calif.—Despite agreement on the importance of customer experience and word-of-mouth, senior marketers admit their companies are failing to take decisive, companywide action to integrate customer voice and experience into key business and marketing processes, according to a new study by the Chief Marketing Officer Council.

Sponsored by Satmetrix, the study, “Giving Customer Voice More Volume,” found that 56% of the more than 400 executives surveyed online said their companies have no programs in place to track or propagate positive word-of-mouth among customers; just 36.6% gather customer insight from customer engagement situations; and only 16% introduce new products or services to existing customers to further monetize the relationship.

The CMO Council attributed poor customer experience tracking to insufficiently shared customer feedback, lack of online word-of-mouth tracking processes and too few employee compensation programs to support it, as well as other factors.

—Christopher Hosford

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