顾客至上的营销策略才能满足消费者Customer Satisfaction Research Study

Customer

Satisfaction

Research

StudyData

from

2,400

customers

reveals

how

far

companies

must

togo

to

please

(or

alienate)

customersTABLE

OF

CONTENTSHvpothesi:

How

marketers

can

respond

to

the

seismic

shift

of

consume

r

empowe

rme门t.................

............... 3坠旦坠:

How

仁ustomer-first

marketing

produζes

sat

isfied

customers....................................................................

10坠旦旦:Why

satisfied

customers

arevaluable............................................................................................................. 18Applicatio!!:

Discove

rie5

to

helpζ山tome川i川

ma阳ting

at

every

level......................................................

..........

22RealitvChec!i:

How

far

must

brands

and

marketers

go

to

satisfy

customers?

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.

45M剖ethodolo。g芷y_:

How白th怡is

research

sωt

udy

was

conducted............................................................................................. 49E..&..IIM咽国:EHYPOTHESISHow

marketers

can

respond

to

the

seismic

shift

of

consumer

empowermentAfter

years

of

disruptive

change

that

has

lead

to

better

informed,more

empowered

consumers,

it

has

become

moredifficult

than

ever

for

brands

to

control

customer

perception

with

traditional

marketing.One

approach

to

succeed

in

this

new

era

is

to

come

alongside

customers

and

help

them

achieve

their

goalsversus

only

driving

them

towards

businessgoals.A

shift

from…Customer-Centric

Marketing

—

aiming

at

the

customerCustomer-centric

marketing

puts

the

customers

at

the

center

of

marketing;

all

promotions

and

messaging

flow

towards

them

in

the

way

that

is

most

relevant

to

them.

Marketers

put

themselves

in

the

customers’

shoes

to

sell

to

them

better.To…Customer-First

Marketing

—

elevating

the

customerCustomer-first

marketing

usesthe

customers’

goalsas

the

compass

to

make

decisions

about

marketing

approach.

They

put

the

long-term

interest

of

the

customer

above

the

short-term

company

conversion

goals.

Marketers

put

themselves

in

the

customers’

shoes

to

serve

them

better,thus

buildinga

long-term,

sustainable

competitive

advantage.4It

is

possible

that

in

many

situations

thevarious

dimensions

of

customer-centricity

are

not

as

important

as

simply

solving

the

customer’s

problem.Customer-centric

marketing

is

a

step

in

the

right

direction,

moving

beyond

product-centricmarketing

to

better

serve

modern,more

empowered

customers.

It

typically

consists

of:PersonalizationCustomizationAssessing

customer

needsSteve

AlterUniversity

of

San

Francisco,School

of

Businessand

ManagementMaximizing

efficiencyUnderstanding

needs

and

wants

of

customersCo-production

and

self

service5Customer-first

marketing(CFM)

is

an

approach

to

marketing

that

strives

for

the

highest

degree

of

customer

satisfaction

through

deep

understanding

of

customers’

needs

and

wants

and

creating

a

value

proposition

with

valuable

products

and

services

that

exceedtheir

expectations.KEY

DIFFERENTIATOR:

In

thisapproach,

customer

needs

come

before

the

immediate

gain

of

a

business,

and

customer

knowledge

guides

product

development,

business

and

marketing

decisions.A

CFM

organization

pursues

long-term

strategy

to

provide

value

to

customers

instead

offocusing

on

maximizing

its

own

short-term

revenue.

As

a

result,

CFM

leads

to

customer

loyalty,

an

increase

in

share

of

wallet,

and

sustainable

business

success.6We

asked

2,400

U.S.

consumers

about

the

companies

with

which

they

were

satisfied

and

dissatisfied:Q.

Thinking

about

the

marketing

of[companyname],which

of

the

following

is

true

about

your

experience?7Chart

1.1N=2,400Source:

MarketingSherpaSatisfied

Customers Unsatisfied

CustomersSource:

MarketingSherpa1I

consistently

have

goodexperiences

with

it56%2Itis

easyto

conduct

business

with

the

company

whether

online,

in

person

oronthephone.43%3Itdoesn’t

always

tryto

sell

to

me

but

triesto

provide

value35%4Its

marketing

is

notintrusive34%5Itis

respectful

of

my

privacy33%6Itmakes

me

feel

like

I

have

a

relationship

with

the

company31%7Its

marketing

is

engaging

and

interesting

to

me25%8Itknows

whatI

like

and

don’t

like23%9Itputsmy

needs

and

wants

above

itsown

business

goals18%10Other0.4%1The

company

does

not

put

my

needs

and

wants

above

itsown

business

goals35%2The

company

doesn't

make

mefeel

like

I

have

a

relationship

withthem34%3The

company

always

triesto

sell

to

me

instead

of

providing

value27%4Itis

noteasy

to

conduct

business

with

the

companywhether

online,

in

personor

onthephone26%5I've

heard

negativethings

aboutthe

company

from

people

Iknow

(friends,family,

coworkers,

etc.)25%6The

company's

brand

isn't

a

goodfit

withwho

I

am17%7The

company

doesn't

know

whatI

like

and

don’t

like16%8I've

heard

negativethings

aboutthe

company

onsocial

media

from

people

thatI

don't

knowpersonally16%9I've

heard

negative

thingsaboutthe

company

inthe

press14%10Its

marketing

is

boring

and

irrelevant

to

me12%11The

company

's

marketing

is

intrusive11%12Other10%13The

company

isnot

respectful

of

my

privacy9%We

asked

2,400

U.S.

consumers

about

the

companies

with

which

they

were

satisfied

and

dissatisfied:Q.

Thinking

about

the

marketing

of[companyname],which

of

the

following

is

true

about

your

experience?1I

consistently

have

goodexperiences

with

it56%2Itis

easy

to

conduct

business

with

the

company

whether

online,in

person

or

on

thephone.43%3Itdoesn’talways

try

to

sell

to

me

but

triesto

provide

value35%4Its

marketing

is

notintrusive34%5Itis

respectful

of

my

privacy33%6Itmakes

me

feel

like

I

have

a

relationship

with

the

company31%7Its

marketing

is

engagingand

interestingto

me25%8ItknowswhatI

like

and

don’t

like23%9Itputsmy

needsand

wants

above

itsown

business

goals18%10Other0.4%Chart

1.1N=2,400Source:

MarketingSherpaSatisfied

Customers Unsatisfied

CustomersSource:

MarketingSherpa81The

company

does

not

put

my

needs

and

wants

above

itsown

business

goals35%2The

company

doesn't

make

mefeel

like

I

have

a

relationship

withthem34%3The

company

always

triesto

sell

to

me

instead

of

providing

value27%4Itis

noteasy

to

conduct

business

with

the

companywhether

online,

in

personor

onthephone26%5I've

heard

negativethings

aboutthe

company

from

people

Iknow

(friends,family,

coworkers,

etc.)25%6The

company's

brand

isn't

a

goodfit

withwho

I

am17%7The

company

doesn't

know

whatI

like

and

don’t

like16%8I've

heard

negativethings

aboutthe

company

onsocial

media

from

people

thatI

don't

knowpersonally16%9I've

heard

negative

thingsaboutthe

company

inthe

press14%10Its

marketing

is

boring

and

irrelevant

to

me12%11The

company

's

marketing

is

intrusive11%12Other10%13The

company

isnot

respectful

of

my

privacy9%Q.Of

the

companiesyou

interact

with,

how

manyput

your

needs

before

their

own

interests

in

their

marketing?77%

of

American

consumers

think

thatmany

companies

do

not

practice

customer-firstmarketing.Chart

1.2N=2,4009Source:

MarketingSherpaAlmost

all7%Many16%Some41%Veryfew28%None8%RESULTSHow

customer-first

marketing

produces

satisfied

customersQ.

How

important

is

it

for

you

that

the

marketing

of

a

company

that

you

do

business

with

puts

your

interests

before

itsown?Chart

2.1N=2,400Source:

MarketingSherpaMarketers

don’t

have

control

over

every

aspect

of

abusiness

that

might

make

acustomer

unsatisfied,

butthey

can

control

the

marketing.Very

Important22%Important34%Moderately

Important29%Slightly

Important10%Not

Important5%Q.How

much

does

[company

name]’s

marketing

put

your

needs

before

its

business

goals?Satisfied

customers

were

three

times

more

likely

to

say

the

company

often

oralways

putstheir

needs

before

its

business

goals

than

unsatisfied

customers.Chart

2.2N=2,4003%6%30%31%42%18%24%30%10%6%NeverSeldomSometimesOftenAlwaysSatisfiedUnsatisfiedSource:

MarketingSherpaChart

2.3N=2,4001%1%8%42%49%17%24%35%18%6%Very

poorlyPoorlyFairlyWellVery

wellSatisfiedUnsatisfiedSource:

MarketingSherpaIt

is

marketing’sjob

to

set

customer

expectationsaccurately.

Not

surprisingly,half

of

satisfied

customers

felt

the

productdid

its

intended

job

verywell,while

only

6%

of

unsatisfied

customers

felt

the

same.Q.

How

well

do

the

products/servicesof

[company

name]

do

their

intended

job?Source:

MarketingSherpaChart

2.4N=2,4000.6%2.5%21.8%22.4%44.6%29.9%32.1%33.5%7.2%5.5%Not

a

priorityLow

priorityModerate

priorityHigh

priorityAlwaysa

prioritySatisfiedUnsatisfiedTo

produce

satisfied

customers,

it’s

critical

for

marketers

to

think

beyond

their

own

departments

and

advocate

for

thecustomer

in

everydecision

that

affects

that

customer

—

from

product

developmentto

final

delivery.Q.

How

well

do

you

feel

[company

name]

prioritizes

your

needs

as

a

customer

against

itsown

business

goals?Source:

MarketingSherpa151I

consistently

have

goodexperiences

with

it56%2Itis

easy

to

conduct

business

with

the

company

whether

online,in

person

or

onthe

phone.43%3 Itdoesn’talways

try

to

sell

to

me

but

triesto

provide

value35%4Its

marketing

is

notintrusive34%5Itis

respectful

of

my

privacy33%6Itmakesme

feel

like

I

have

a

relationship

with

the

company31%7Its

marketing

is

engagingand

interestingto

me25%8ItknowswhatI

like

and

don’t

like23%9Itputsmy

needsand

wants

above

itsown

business

goals18%10 Other0.4%Chart

2.5N=2,400Satisfied

Customers Unsatisfied

CustomersSource:

MarketingSherpaQ.

Thinking

about

the

marketing

of

the

selected

company,which

of

the

following

is

true

about

your

experience?1The

company

does

not

put

my

needs

and

wants

above

itsown

business

goals35%2The

company

doesn't

make

mefeel

like

I

have

a

relationship

withthem34%3The

company

always

triesto

sell

to

me

instead

of

providing

value27%4Itis

noteasy

to

conduct

business

withthe

company

whether

online,

in

person

oronthephone26%5I've

heard

negativethings

aboutthe

company

from

people

Iknow

(friends,family,

coworkers,

etc.)25%6The

company's

brand

isn't

a

goodfit

withwho

I

am17%7The

company

doesn't

know

whatI

like

and

don’t

like16%8I've

heard

negativethings

aboutthe

company

onsocial

media

from

people

thatIdon't

knowpersonally16%9I've

heard

negativethings

aboutthe

company

inthe

press14%10Its

marketing

is

boring

and

irrelevant

to

me12%11The

company

's

marketing

is

intrusive11%12Other10%13The

company

isnot

respectful

of

my

privacy9%When

customers

think

you’re

helping

them

make

the

best

decision

for

them,

you

build

trust

and

strengthen

your

long-term

relationship

withthem.

37%ofsatisfied

customerssay

the

company

helps

them

make

the

best

decision,

but

only

11%of

unsatisfied

customerssay

the

same.*Theabove

percentages

represent

thepercent

of

respondents

who

selected

each

item.16Q.

Which

one

of

the

following

is

true

about

[company

name]'s

marketing?

Select

all

that

apply.*Chart

2.6N=2,400Source:

MarketingSherpaSatisfied

Customers Unsatisfied

CustomersPurchasing

experience

(whetheronline

or

in

person)

iseasy55%Purchasing

experience

(whetheronline

or

in

person)

isenjoyable46%It

helps

me

to

make

the

best

decision

for

me37%Its

marketing

doesn't

just

try

to

sell

me

but

provides

value37%Itmakesme

feel

thatthemarketing

I

receive

is

meant

for

someone

like

me31%Itadvertises

in

publications

and

on

websitesthatI

visit

and

I

value28%Itpromotesits

support

of

causes

thatalign

with

my

values22%Itonly

contacts

me

when

it

has

something

of

value

for

me22%The

content

it

provides

helps

me

overcomechallenges

and

meet

my

goals16%Its

marketing

proactively

tells

me

when

a

product

isnotthe

best

solutionfor

me15%Purchasing

experience

(whetheronline

or

in

person)

iseasy24%Itonly

contacts

me

when

it

has

something

of

value

for

me23%Itadvertises

in

publications

and

on

websitesthatI

visit

and

I

value22%Itmakesme

feel

thatthemarketing

I

receive

is

meant

for

someone

like

me14%Its

marketing

doesn’t

justtry

to

sell

me

but

provides

value12%It

helps

me

to

make

the

best

decision

for

me11%Its

marketing

proactively

tells

me

when

a

product

isnotthe

best

solutionfor

me11%Purchasing

experience

(whether

online

or

in

person)

is

enjoyable10%Itpromotesits

support

of

causes

thatalign

with

my

values9%The

content

it

provides

helps

me

overcomechallenges

and

meet

my

goals8%Q.

Which

one

of

the

following

is

true

about

[company

name]'s

marketing?

Select

all

that

apply.*Chart

2.7N=2,400Customers

agree

that

marketing

that

supports

their

decision

making

or

reflects

their

preferencesis

helpful,

but

it’s

notas

importantasgettingthrough

the

purchaseexperience

easily

and

enjoyably.*Theabove

percentages

represent

thepercent

of

respondents

who

selected

each

item.Satisfied

Customers Unsatisfied

CustomersSource:

MarketingSherpaPurchasing

experience

(whetheronline

or

in

person)

iseasy55%Purchasing

experience

(whetheronline

or

in

person)

isenjoyable46%It

helps

me

to

make

the

best

decision

for

me37%Its

marketing

doesn't

just

try

to

sell

me

but

provides

value37%It

makes

mefeel

that

the

marketing

I

receive

is

meant

for

someone

like

me31%Itadvertises

in

publications

and

on

websitesthatI

visit

and

I

value28%Itpromotesits

support

of

causes

thatalign

with

my

values22%Itonly

contacts

me

when

it

has

something

of

value

for

me22%The

content

it

provides

helps

me

overcomechallenges

and

meet

my

goals16%Its

marketing

proactively

tells

me

when

a

product

isnotthe

best

solutionfor

me15%Purchasing

experience

(whetheronline

or

in

person)

iseasy24%Itonly

contacts

me

when

it

has

something

of

value

for

me23%Itadvertises

in

publications

and

on

websitesthatI

visit

and

I

value22%It

makes

mefeel

that

the

marketing

I

receive

is

meant

for

someone

like

me14%Its

marketing

doesn’t

justtry

to

sell

me

but

provides

value12%It

helps

me

to

make

the

best

decision

for

me11%Its

marketing

proactively

tells

me

when

a

product

isnotthe

best

solutionfor

me11%Purchasing

experience

(whether

online

or

in

person)

is

enjoyable10%Itpromotesits

support

of

causes

thatalign

with

my

values9%The

content

it

provides

helps

me

overcomechallenges

and

meet

my

goals8%BENEFITWhy

satisfied

customers

are

valuableAs

shown

in

the

previous

charts,

customer-

first

marketing

leads

to

satisfied

customers.

It

probably

won’t

surprise

you

that

satisfied

customers

foster

business

and

marketingsuccess,

but

here

is

some

data

you

can

use

in

your

next

meeting

to

prove

it.SatisfiedAs

expected,

satisfied

customers

are

more

likely

to

continue

purchasing

from

a

brand

they

like

(66%

very

likely

vs.

8%

very

likely

for

unsatisfied

customers)

and

recommend

it

to

others

(61%

very

likely

vs.

7%

very

likely

for

unsatisfied).Unsatisfied6%30%61%44%21%16%12%Very

unlikelyUnlikelyNeutralLikelyVery

LikelyChart

3.1

Recommendcompany

to

othersN=2,400Chart

3.2

Continue

purchasing

productsandN=2,400

services

fromcompany7%5%26%66%35%19%17%21%8%Very

unlikelyUnlikelyNeutralLikelyVery

LikelySource:

MarketingSherpaSource:

MarketingSherpaQ.

Thinking

about

[company

name]

how

likely

are

you

to

do

any

of

the

following?713%DIFFERENCE2%2%2%2%51%

of

satisfied

customers

are

very

likely

to

contact

customer

service

(vs.18%

of

unsatisfied

customers)

and

40%

would

give

the

company

a

second

chance

and

continue

shopping

(vs.just

10%

of

unsatisfied).SatisfiedUnsatisfiedContinue

to

shop

with

the

company

and

hope

that

they

do

a

better

jobnext

timeChart

3.4N=2,4001% 2%4%12%42%40%29%19%21%22%10%Very

unlikelyUnlikelyNeutralLikelyVery

LikelyChart

3.3N=2,40020Give

it

a

chance

to

correct

itsmistakeby

contactingcustomer

service

to

find

a

resolution3%8%37%51%18%14%20%29%18%Very

unlikelyUnlikelyNeutralLikelyVery

LikelySource:

MarketingSherpaSource:

MarketingSherpaQ.

When

[company

name]

makes

a

mistake

and

fails

to

meet

your

expectations,

how

likely

are

you

to

do

the

following?Never/RarelySource:

MarketingSherpaSource:

MarketingSherpa21Chart

3.5

Q.Thinking

about

companies

that

you

are

generally

satisfiedwith

their

products/services,

how

often

do

you

do

the

following?Chart

3.6

Q.Thinking

about

companies

that

you

are

generally

unsatisfiedwith

their

products/services,

how

often

do

you

do

the

following?Marketers

shouldspend

their

budget

on

satisfying

customers.

Once

you’vereachedsatisfaction,

then

foc