sap hootsuite-提高音量重新思考客户声音英文-2019 4.pdf

TURN UP THE VOLUME Rethinking Where and How Customer Voice Enhances Experiences 每日免费获取报告 1、 + ； 2、每日 当日华尔街日报、 ； 3、每周 经济学人 4、行研报告均为公开 利归原作者 所有，起点财经仅分发做内部学习。 扫一扫二维码 关注公号 回复：研究报告 加入“起点财经” 。。 TABLE OF CONTENTS 3 Key Findings 13 Conclusion 15 De led Findings 25 Demographics 33 About the CMO Council 33 About SAP Customer Experience 33 About Hootsuite 2 MARKETERS ARE LISTENING. Marketers are listening, some quite intently, While marketers ARE listening for the voice for the crystal-clear signal only derived from of the customer, they are failing to gather the voice of the customer. In fact, accord- the real-time insight around beh ior, intent ing to an audit of over 160 senior corporate and sentiment from across the omni-channel marketing leaders across Europe, 63 percent landscape that could significantly improve of organizations h e some form of customer contextual customer engagement and the listening initiative underway. Even among the development of lasting, personal customer 37 percent not currently engaged in a listen- relationships. In short…marketers are listening ing program, 13 percent indicate that a new to a lot of noise but are falling short of truly strategy is in place and awaiting kick off. HEARING the voice of the customer. DO YOU H E A CUSTOMER LISTENING PROGRAM? How Effective Is Your Listening? 37% 51% 21%