If you work in a large company, picture the top layer of management…those in what’s called the “C Suite.”
Of this group, according to a recent study, there’s one position that just doesn’t “get” the importance of customer service, listening to the “voice of the customer,” or how to use the input of the customer to improve the way you serve them.
While we often first point the finger at the Chief Financial Officer as being disconnected from customers, the truly shocking part of the study is that it is the Chief Marketing Officer who fails to listen to, and learn from, the very people they are marketing to!
“…only 23% said their companies track or measure customer emails, and only 17% use that feedback to identify potential customer advocates.
And 59% of marketing officers surveyed by the council said their companies do not compensate any employees or executives based on customer loyalty, satisfaction improvements or analytics.”
So…in many, many organizations, even the top marketing executive is disconnected from customers and how they think? That would be funny — if it wasn’t so sad! And, it gets worse!
“…marketers tend to view customer services reactively, as a function for resolving a problem, not enough as an opportunity to engage or interact. Only about 37% of companies surveyed gather customer insight from customer engagement situations, per the firm. Only 15% use such situations to identify and cultivate potential customer champions and advocates. Only a third reported that they look for ways to turn problems into new sales opportunities…”
In “Collapse of Distinction,” I outline the Four Cornerstones of Distinction — the critical elements necessary for you to stand out and move up in today’s difficult economy and hyper-competitive marketplace. One Cornerstone is Communication — not only how you transmit…but also how you receive and act upon…messages with your customers.
When I discuss “The Ultimate Customer Experience“(TM), I always say, “Just go and ask your customer this question: If we were to create the ultimate experience you could have by doing business with someone like us, what would that be like? Then…stop talking and start listening!”
If you only do this ONE THING, you immediately move to the top of your category!