Disconnected Customer Channels: Research Report
Executive Summary
Technology has provided a dizzying array of new communication channels that mean that we can receive information continually – “Always On Marketing”. This increase in channels is no less pronounced in the corporate world where the research tells us almost all the organizations we surveyed are engaging to some extent with social networks to reach consumers, where more are starting to use Facebook, Twitter or LinkedIn for marketing in conjunction with traditional channels.
With this ever growing number of channels being used, the survey overwhelmingly shows that the corporate preference is to have these channels integrated. However, it also shows that while this is an active goal the majority are still some way short of reaching integration.
Key Stats Summary
- The Challenge of Integration: 90% of respondents want their communication channels integrated. However, less than a third, 31% have integrated channels.
- Compounded by the Growth of Channels: Over half, 53% are using social networks to engage with customers. Only 8% provide integrated cross-channel communication based on choice.
- Resulting in the Loss of Customers: 32% are losing customers during on-boarding because of fragmented ownership between departments. While more than one-quarter, 26% are losing customers because of mass targeting.
- While Failing to Maximize Opportunities: Only 9% of organizations have sophisticated systems that model customer behavior to make appropriate prompts available during calls allowing staff to maximize the opportunity. While 27% say they are not capitalising at all on inbound marketing opportunities.