Study says marketers and customers stuck in a bad relationship

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Parsippany, N.J. —On Valentine's Day, amid the frenzied exchange of roses and chocolates, one relationship that remains dysfunctional is that of a marketer and its customers, according to a new study.

Many companies fail to deliver differentiated value to customers and therefore fail to maintain their loyalty, according to the 2006 Customer Experience Management Study by Strativity Group, a consulting company. Fewer than half (49.5%) of the marketers surveyed said their company delivers a unique and beneficial product, and 65.8% said their companies' executives do not meet with customers frequently.

Although 70% of respondents declared that customer strategies are more important than they were three years ago, 66% acknowledge that their employees do not have the tools or authority to resolve customer issues.

In addition, 75% did not know the cost of a new customer. The survey was conducted online with 309 respondents from the U.S., Europe, Asia and Africa.

"Respondents honestly admitted that they are selling commodities and that their core value proposition does not merit customer loyalty," said Lior Arussy, founder of Strativity, in a statement. "Such an admission should serve as a wakeup call to every executive to reexamine their core value propositions and ability to deliver differentiated customer experiences."

—Carol Krol
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