Study Reveals Marketer Agility & Responsiveness Impact Brand Performance
How quickly and effectively marketers respond and adapt to ongoing consumer feedback has become a new determinant of brand performance, reports the Chief Marketing Officer (CMO) Council in a recent survey report.
According to 90 percent of the 150 brand marketers surveyed, responsiveness – or the ability to source, understand and then quickly react to feedback, preferences and needs – is important, if not critical, to the delivery of an exceptional customer experience. Yet only 16 percent of marketers feel their organizations are extremely responsive to the consumer, failing to make changes to products, packaging, services and experiences based on real-time consumer requests and feedback.