Conversations must flow in two directions
It seems obvious but we need strong execution to back up strategy in developing consumer experiences, especially in understanding the real level of engagement. As we recognise the need to move from broadcast media to influencing strategies at points when consumers are actively considering purchase, so we must also listen to how well we are engaging consumers. Brands may be aware of the need for customer engagement, but research seen exclusively by Marketing Week reveals too few have taken steps to actively promote it.
Businesses are failing to listen to customers and act on their feedback, according to a study seen exclusively by Marketing Week. In a survey of 130 companies across 11 sectors, the research from Targetbase Claydon Heeley (TBCH) finds that 47% have no formal customer engagement strategy, compared with 44% last year.
TBCH chief executive Steve Grout says this is because too few companies take a holistic approach to collecting and responding to comments from the public. “Many brands do not actually have someone with a total overview of the customer.”
via Conversations must flow in two directions | Trends | Marketing Week.
