CMOCouncil：提高音量——重新思考客户声音

1、CMO Council :提高音量一一重新思考客户声音CMO Council发布了新报告“提高音量：重新思考客户声音”。营销人员正在聆听63%勺企业正在进行某种形式的客户倾听计划。即使目前没有这样计划企业 中（37%,仍有13%fe示已制定新战略并等待启动。尽管企业倾听客户的声音， 但是并没有获得关于行为、意图和情绪的实时洞察。倾听客户声音最常见的渠道营销人员指出最容易访问的渠道是：社交媒体（65%、客户反馈表单（51%、 客户直邮（45%、网站参与（43%,以及服务和通信支持（42%。很多营销人员 承认倾听的渠道有限，这是因为很多品牌仅从自己拥有的渠道倾听客户的声音， 而不是覆盖全渠道。报告

2、还分析了企业在倾听客户声音方面面临的问题：第一个问题是企业对社交媒体的基本观念。当被问及企业如何看待社交媒体 时，营销人员认为这是一种推动公共关系的推送信息机制，被归为“免费”的客 户沟通工具。这让企业很难从客户的有机交流中获得相关的背景，并为个性化提供相关性数据。企业只是面对着大量的非结构化的数据。另一个需要解决的问题是企业对数据的态度。 在倾听客户声音方面，企业面 临的最大挑战都和数据有关，获得最多响应的是从客户那里直接收集情报 （40% , 将客户的语言转换成需求和意图方面的洞察 （39%。而且，在真正理解什么是噪 音，什么是真正的信号对企业来说也是一个非常大的挑战（37%。THE BE

3、ST RUN p号Hootsuite 用立TURN UP THE VOLUMERethinking Where and How Customer Voice Enhances ExperiencesREPORT. TURN UP THE VOLUMETABLE OF CONTENTS3 Key Findings13 Conclusion15 Detailed Findings25 Demographics3 3 About the CMO Council33 About SAP Customer Experience53 About HootsuiteCo5yright CMO Counal

4、All Rights Rsorved 2018REPORTTURN UP THE VOLUMEMARKETERS ARE LISTENING.Marketers are listening, some quite intontty. for the crystal-clear signal only derived from tho voice of the customer In fact, according to an audit of over 160 senior corporate marketing leaders across Europe, 63 percent of org

5、anizations have some form of customer listening initiative underway. Even among the 37 oercent not currently enqaoed in a listen- mg program. 13 percent Indicate that a new strategy is in place and awaiting kick off.While marketers ARE listening for the voice of the customer, they are failing to gat

6、her the real-time insight around behavior, intent and sentiment from across the omni-channel londscape that could significantly improve contextual customer engagement and the development of lasting, personal customer fGlationshios. Inshort . marketers are listening to a lot of noise but are falling

7、short of truly HEARING the voice of the customer.DO YOU HAVE A CUSTOMERLISTENING PROGRAM?Copyright CMO Counal All Rights R9sorved 2018REPORT： TURN UP THE VOLUMEThis statement bears out in the simple admission from the marketers surveyed, who admit that the listening programs in place are. at best, m

8、ediocre, specific to their ability to listen, analyze and respond to the customer voice. Only 10 percent of respondents believe their formal initiatives are exceptional, while just over half (51 percent) believe ttwir programs mo -fairly good. despite being limited to corporate-owned feedback channe

9、ls and struggling to integrate insights from these limited channels across the entire organization.When asked to consider where customer voice could be heard most clearly and accessed most easily, marketers pointed to social media (65 percent), customer feedback forms (51 percent), direct mail from

10、the customer (45 percent), website engagement (43 percent) and service and support communications42 percent), Yet lefs pause to consider that marketers have already admitted that their listening programs are struggling because of limitations in where listening most often occurs - namely brands only

11、listening via corporate-owned channels and failing to capture real-time insights across all channels in the customers own (read： unstructured) voice.Cx?yright CMO Counal All Rights RsorvP 2018TURN UP THE VOLUMEREPORTTOP CHANNELSTO EASILY ACCESS CLEARVOICE OF CUSTOMERSOCIAL MEDIA65%CUSTOMER 匕 FEEDBAC

12、K FORM/SURVEY51%DIRECT EMAIL FROM CUSTOMERWEBSITE ENGAGEMENT45%/SERVICE/SUPPORTFORMS ANDONLINE CHATThis begs the question: Is “social media really an easily- accessed and clear listening post? Or are brands only listening in their own controlled and managed social accounts and channels? If we listen

13、 in.Nearly 2 out of every 3 marketers point to social as an effective listening post, which is incredibly positive, until you marry that with the reality that the very nature of social media is unstructured data flooding into systems, challenging both IT and marketing resources. Social media is the

14、antithesis of a -corporate-owned channel and is. in reality, the outlier to all of the channels martoters also identified as a clear listening post. Social is bi directional, conversational and. most importantly. a channel owned and directionally controlled by the customer. They are in total control

15、 of their voice and the volume, tone and tenor. Can social really be the -easiest channel to hear the voice of the customer?The answer may he in the very perception the organization has of what social media actually is and how it is valued. It also shines a light on a second critical question: Is th

16、e most valuable customer voice data being left behind in favor of data that is easier to harness and collect in touchpoints controlled and owned by the organization?Co(?yright CMO Counal All Rights Rosorved 2018REPORTThe first disconnect to tackle is the foundational perception of social media.When

17、asked how the organization views social, respondents admitted that social was, by and large, a push-message mechanism to amplify public relations efforts, relegated to being a free customer communication tool.Advertising and attempting to push connections through th noise has positioned organization

18、s in opposition to the organic customer conversations that reveal context of a customer and aid in delivering relevance. Rather than being part of the community.too many brands have chosen to take to the sidelines, safely out of the fray and “mess” of unstructured data and real-time sentiment.Just b

19、elow the top five sits a response that is rather telling about the challenges marketers face when trying to reshape the perception of social media, namely that nearly one in four nwirketers bliQvQ that whip social is an important marketing tool, the organization does not believe social is critical t

20、o the customer. This t$ an interesting response for multiple reasons: First and foremost, it reveals that socials place in a customer s life may be misinterpreted. Second, it reveals that a brands place in a customer hfe may also be misinterpreted.TURN UP THE VOLUME%?HOW DOES THE ORG VIEW SOCIAL?64%

21、 PR amplification channel55% Free push messaging for marketing35% Critical listening post to gather customer voice% Community to connect fans, advocates and global brand champions24% Advertising channel filled with hard to capture noiseCocyright CMO Counal All Rights RoseR 2018TURN UP THE VOLUMEin p

22、revious CMO Council research The Customer in Context, it was revealed that least important to the customer when thinking of what attributes make up an exceptional customer experience was engagement on a brand s social media pages. While engagement with other fans and conversations about brands with

23、friends and family ranked rather highly at key influencers to purchase behavior, having a branded place* In social networks to connect with, talk about or talk to a brand was simply NOT part of a valued customer experience.While brands establish their social Itstening tools to listen for conversatio

24、ns about the brand, and otherwise monitor how customers are liking, following or commenting on brand content, the REAL voice of the customer and the key value of social conversations are being left out of the listening queue Assuming that social isnt important to the customer negates what Is clearly

25、 happening m the world .that our customers are having conversations about what is most important and top of mind for them Asserting that social isnt important assumes that these breadcrumbs and signals of where and how a brand can add value to a customers life are unimportant and can,t drive action.

26、REPORTCopyright CMO Counal All Rights RseP 2018TURN UP THE VOLUMEREPORTThe second disconnect to examine is specific to the organizations attitudes towards data.When asked to Identify the greatest challenge the organization faces when listening for and to the voice of the customer, the top responses

27、can best be summarized as a giant dilemma over data. Clustered at the top of the list is the organization challenge in collecting intelligence directly from the customer (40 percent) and then translating the customers words into insights around needs and intentions (39 percent). It is also telling t

28、hat actually understanding what is noise and what is a signal emerges as a critical challenge for 37 percent of organizations.TOPCHALLENGES40% 2Collecting intelligence directly from the customer39% 口Translating words into insights on intention37% ()Understanding noise vs signal26% 6Managing the floo

29、d of data from all touchpoints24%彳Adding voice into the customer view across the enterprise4%Filtering global noise to hear local needsIdentifying where customers are actually talking about brands9%Complexity of social networks in Europen%New regulations (GDPR) that have changed how data is collecte

30、dFailing to act on the data receivedCopyright CMO Counal All Rights2018REPORTinterestingly, the challenge is not in a failure to act. In fact, only 16 percent of respondents felt their organizations were simply unable to action on what customer voice data revealed The issue is clearly far more syste

31、mic when you can t decipher intelligence from the data being collected, it is impossible to actThis issue with data 屿 diroctly impacting the organizations ability to consistently deliver a contextual and personalized omm-channel experience to their connected customer.Some 40 percent of respondents admit that they are just not doing a great job. missing the critical pieces of insight needed to