42% of Satisfied Customers Say the Company Often Puts Their Needs before Its Business Goals
Monday, March 6th, 2017
MarketingSherpa asked 2,400 U.S. consumers about a specific company they were satisfied or unsatisfied with. In a follow-up question, consumers were asked, "How much does [company name]'s marketing put your needs before its business goals?"
The top response about companies' marketing from satisfied customers is: "Often" (42 percent). However, the top response from unsatisfied customers is a tie between "Sometimes" and "Seldom" (30 percent each).
Daniel Burstein, Senior Director of Editorial Content, MarketingSherpa, explained the disconnect in the MarketingSherpa article, "Customer-first Marketing Chart: Customers share how often companies put their needs first."
"Take a good, hard look at what you sell and how you sell it. What is your company's essential raison d'etre? Your marketing department's?" Burstein asked. "Selling a product is a secondary objective. Every marketing decision, every business process should ultimately help a customer overcome a problem or achieve a goal."
The data is from the MarketingSherpa Customer Satisfaction Research study of 2,400 consumers, sampled to reflect a close match to the U.S. population's demographics, conducted in September and October 2016 during the planning of MarketingSherpa Summit 2017's content. Half of the respondents (1,200) were asked to reflect on their experiences with a brand with which they are highly satisfied, and the other half (1,200) were questioned about a brand with which they are not satisfied. The responses of these two groups were then compared and contrasted against each other. The respondents from each age group, the Silent Generation (71-93); Baby Boomers (52-70); Generation Xers (34-51); and Millennials (18-35) were nearly evenly split between the paired surveys.
