Is marketing in step with product development and sales to manage and track customer relationships?
Data on existing customers must be regularly examined to fuel the improvement of customer relationships and boost retention rates over time. Today’s marketing organization should work with tools such as customer satisfaction surveys and loyalty assessments to contribute ongoing data to your customer satisfaction scorecards. These scorecards will tell a graphical story about your customer relationships over time. Product managers, product developers, and sales teams should be included in a collaborative effort to focus on adding value to customer relationships. The insights gleaned from a customer satisfaction scorecard should be used to shape messaging as well as influence new product development and relationship management techniques. Marketers often prefer to distance themselves from this type of collaboration with sales and product development. Watch for this. It is a sign of a siloed organization that is missing out on important opportunities to be successful. Additional questions
