According to a recent CMO Council study:
- 58% of the 480 executives surveyed said their companies do not compensate any employees or executives based on customer loyalty, satisfaction improvements or analytics
- 38% said their companies have no programs in place to track or propagate positive word of mouth among customers
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Only 29% said their companies rate highly in their ability to handle and resolve customer problems or complaints
The report goes on to share very informative, and scary, stats on just how poorly most companies are internally aligned to ensure strong customer experiences that lead to loyalty, repeat business and advocacy.
That's why at Mythology we continue to evangelize the "10 Pillars" approach to addressing the 80% of your marketing "iceberg" that is below the water so that the 20% that is visible to the outside world is accurate and effective. Without a serious focus on the foundational aspects of marketing - customer segmentation, deep intimacy with their functional and emotional needs, differentiated value propositions, intelligent engagement plans, etc. - ROI on marketing budgets will continue to disappoint.
In this economy, it's more critical than ever to develop discipline before developing the creative.
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