CMO Council study finds marketers out of touch with customers

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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.

—Kate Maddox

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