©CopyrightCMOCouncil.AllRightsReserved.20181REPORTTURNUPTHEVOLUMETURNUPTHEVOLUMERethinkingWhereandHowCustomerVoiceEnhancesExperiences©CopyrightCMOCouncil.AllRightsReserved.20182REPORTTURNUPTHEVOLUMEKeyFindingsConclusionDetailedFindingsDemographicsAbouttheCMOCouncilAboutSAPCustomerExperienceAboutHootsuiteTABLEOFCONTENTS3131525333333©CopyrightCMOCouncil.AllRightsReserved.20183REPORTTURNUPTHEVOLUMEMARKETERSARELISTENING.Marketersarelistening,somequiteintently,forthecrystal-clearsignalonlyderivedfromthevoiceofthecustomer.Infact,accord-ingtoanauditofover160seniorcorporatemarketingleadersacrossEurope,63percentoforganizationshavesomeformofcustomerlisteninginitiativeunderway.Evenamongthe37percentnotcurrentlyengagedinalisten-ingprogram,13percentindicatethatanewstrategyisinplaceandawaitingkickoff.WhilemarketersARElisteningforthevoiceofthecustomer,theyarefailingtogatherthereal-timeinsightaroundbehavior,intentandsentimentfromacrosstheomni-channellandscapethatcouldsignificantlyimprovecontextualcustomerengagementandthedevelopmentoflasting,personalcustomerrelationships.Inshort…marketersarelisteningtoalotofnoisebutarefallingshortoftrulyHEARINGthevoiceofthecustomer.FairlyGoodVeryGoodPoorExcellentDOYOUHAVEACUSTOMERLISTENINGPROGRAM?HowEffectiveIsYourListening?51%19%21%10%63%37%©CopyrightCMOCouncil.AllRightsReserved.20184REPORTTURNUPTHEVOLUMEThisstatementbearsoutinthesimpleadmissionfromthemarketerssurveyed,whoadmitthatthelisteningprogramsinplaceare,atbest,mediocre,specifictotheirabilitytolisten,analyzeandrespondtothecustomervoice.Only10percentofrespondentsbelievetheirformalinitiativesareexceptional,whilejustoverhalf(51percent)believetheirprogramsare“fairlygood,”despitebeinglimitedtocorporate-ownedfeedbackchannelsandstrugglingtointegrateinsightsfromtheselimitedchannelsacrosstheentireorganization.Whenaskedtoconsiderwherecustomervoicecouldbeheardmostclearlyandaccessedmosteasily,marketerspointedtosocialmedia(65percent),customerfeedbackforms(51percent),directmailfromthecustomer(45p...
