Salesforce, the company which makes what many consider to be one of the best CRMs, has performed a survey and delivered a report known as The State of Marketing. The report shows that some of the best marketing teams out there are really focusing on customer service as a marketing tactic. They know that happy customers mean ones that will become brand loyal, and even perhaps brand evangelists. 35% of the companies surveyed said that use customer satisfaction as their most important metric, above revenue (33%). It was also above another important metric – customer acquisition (24%). The most important thing to note is that the report shows that of the highest performing marketing teams surveyed, 65% have chosen a customer satisfaction approach.
But the question is why has customer service become so important? Well, some analysts believe it is because it is so easy to access a competitor’s offerings, due to online shopping, that the only remaining way that companies can really set themselves apart is through customer service.
Another interesting finding of this report is that most companies are still using e-mail as their main form of marketing, based on the fact that 80% of the companies surveyed said that e-mail marketing is absolutely essential to their marketing operations. Though e-mail marketing is certainly important, the companies reported that the areas of marketing with the largest spending growth include social media marketing, an umbrella which includes both organic social media and paid social media posting.
Of the high performing companies, 63% send personalized e-mails – going along with that customer satisfaction idea, and 48% send the same e-mail to groups of people, but differentiate e-mails for different segments. 84% of high performers use e-mail data from their CRM to help target e-mails, while only 57% of underperforming companies do the same. As you can see, personalization and customer satisfaction seems to win the game these days.
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