Study: B-to-b technology companies fall short in customer expectations

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Palo Alto, Calif.— Despite an increased emphasis on their customers, most b-to-b technology companies continue to fall short in meeting customer expectations, according to a study released this week by the Chief Marketing Officer Council.

The online study, conducted in the last six months, took the pulse of 1,000 top b-to-b technology buyers, IT marketing and customer relationship executives and their channel partners.

According to the study, 56% of vendors perceive themselves as being customer-centric, but only 12% of customers agree.

The study also found that more than 30% of customer respondents said they would terminate relationships with companies that fail to gain their trust; 62% of would scale back existing relationships; and 7% would no longer consider the vendor for future business.

More than half of customers surveyed described their relationship with vendors as "dependent and captive," "struggling for common ground" or, in the worst scenario, "combative and adversarial."

The CMO Council is a global peer networking organization consisting of more than 3,000 marketing executives.

—Matthew Schwartz

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