IBM has published a study of over 1700 Chief Marketing Officers titled From Stretched to Strengthened, Insights from the Global Chief Marketing Officer Study which highlights the changes the marketplace is going through and the need for businesses to adapt.

Many people think customer satisfaction is only about customer service and support. In fact, what we found at IBM, was that customers could be dissatisfied with many different aspects of our business, from the product features being offered, to the way we advertise and promote out products. With the advent of social media and the new ways of engaging with customers has its own set of issues. Two studies show consumers will disengage when companies do not provide what they expect from them on social media.

A study by IBM® Institute of Business Value of 30,000 US consumers in September and November 2008 revealed that, on average, consumers will drop allegiance to retailers after an average of 3.1 negative experiences. To promote customer satisafaction, eight key areas that affect the customer experiences are covered in this article.

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