Palo Alto, Calif.—Marketers still have a long way to go when it comes to understanding and interacting with customers, according to a new study by the CMO Council.
The study, “Select & Connect: Strategies for Targeted Acquisition and Retention,” was based on a survey of more than 550 marketers in the first quarter.
It found that nearly 75% of marketers did not have a customer advisory board or council. Of those that do, only 6% said the board was “very critical” in product innovation.
Also, nearly 75% of marketers said they did not manage a formal online community of users or buyers, and more than 66% said they did not have a formal customer word-of-mouth program in place.
The top three factors that prevent optimal customer insight and intimacy are complexity of data and system integration, competing departmental goals and personalities, and an under-appreciation of such efforts within the company, the survey found.