Marketers must become much more adept at delivering relevant, targeted and consistent brand messaging and information across multiplying channels of customer interaction and communication, reports a new study by the Chief Marketing Officer (CMO) Council.
The CMO Council ranked Home Depot top of the list in customer experience followed by Marriott Hotels, Southwest Airlines, American Airlines, AllState Insurance and Dell. Those scoring less well were DirectTV, Major League Soccer, JetBlue, Enterprise-Rent-A-Car, Music TV (MTV) and Comcast.
In light of recent industry upheavals in industries such as aviation, automotive, banking, diversified financial services and home building, the need for a major focus on the overall customer experience is arguably more important today than ever. Some of the study’s highest-ranked companies offered the most consistent customer experience across all customer touch points, ranging from web sites to advertising programs to call centers to in-store presentations.
Home Depot, the top-ranked brand, did not stand out in a single category, but it communicates an even, consistent and accurate brand message. It leverages the belief, “You Can Do It, We Can Help,” clearly through its web site, call center, events and in-store content channels.
Other companies that scored in the top quintile in the CMO Council study were Marriott Hotels, Southwest Airlines, American Airlines, AllState Insurance and Dell. Rankings were contingent on the consistency and accuracy of branding and messaging on their Web sites and in their call centers, advertising, marketing collateral, retail displays and customer-centric events. Companies that ranked in the lower quintile were DirectTV, Major League Soccer, JetBlue, Enterprise-Rent-A-Car, Music TV (MTV) and Comcast.
Hurting many companies, in particular, were negative customer call center experiences, causing the rankings of many companies to plummet. Prime examples were DirectTV and Comcast. Ominously, consumers have stated that a single negative experience with a brand can alter the decision to do business with a company. According to a 2007 Harris Interactive poll of more than 2,000 adult consumers, 80 percent of consumers will never go back to an organization after a negative experience. Seventy four percent of unhappy customers would register a complaint or tell others.More information on CRM can be found at http://www.crmindustry.com/