Article

Jack Davies
Jack Davies 3 November 2017

Only 17% of consumers feel valued by brands, despite 90% of marketers claiming to be customer centric

Despite 90% of marketers claiming that they are “customer centric” in their approach, only 17% of consumers feel valued by the brands they buy from. That’s according to a new report from experience management leaders Qualtrics. Their findings highlight how marketers can create a competitive advantage by adding a new layer of data that tells them not just what happened, but why.

The Qualtrics research, based on insights from 250 marketing professionals and 250 consumers, reveals a clear gap between the experiences that marketers believe they are delivering and what today’s customers expect, want and deserve.

While 81% of marketers agree it is extremely important to understand their customers, below half (46%) of consumers say they are understood by the brands they usually buy from, and only 60% say brands put the customer first.

Almost two-thirds of marketers (64%) say they are being held back when it comes to developing customer insights. A lack of time and budgetary constraints are the primary reasons, but 51% also said that they did not know what they were looking for when it came to analysing customer feedback, data and trends.

Qualtrics suggests that this inability to understand customers is due to an over reliance on “Operational data” – data that states what consumers have done in the past. Instead, Qualtrics argues that brands must supplement their existing data with “Experience data” and identify trends that explain why consumers act in the way they do.

Qualtrics’ report highlights the importance of marketers thinking beyond traditional data analysis to help close the experience gap, as Caroline Mogford, Marketing Director for Qualtrics EMEA, explains:

“The most successful marketers are adding a layer of insight to their data. They’re thinking not just about what happened in the past, but about why it happened. It’s this additional layer of context – the ‘Experience Data’ – that’s providing the real competitive advantage for today’s brands.

By thinking in these terms, marketers can provide an experience that not only meets, but exceeds expectations. The secret for today’s marketers isn’t more data, it’s a different kind of data.”

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
Beacons and Proximity Marketing: All You Need to Know

Beacons and Proximity Marketing: All You Need to Know

Among the strategies mobile marketers can use to target users is proximity marketing based on the use of Beacon devices. This is now becoming more and more popular. Beacons are proving crucial to help retailers drive foot traffic to their stores, increase conversion rates and sales volume. But what exactly are Beacons and how do they work?

Asena Atilla Saunders
Asena Atilla Saunders 9 March 2017
Read more