Tech Marketers Fail to Meet Customer Expectations — A Survey

Date: 12-25-2007

Despite an increased emphasis on their customers, most B2B technology companies continue to fall short in meeting customer expectations, according to a study by the Chief Marketing Officers (CMO) Council. The study, called Profitability from Customer Affinity, highlights major customer-centric changes through which tech companies measure their marketing effectiveness. According to the study, more than 30% of customer surveyed said they would terminate relationships with vendors who fail to build customer trust. About 62% said they would cut back existing engagements, while 7% said they would no longer consider the vendor for future business. Of the surveyed vendors, 56% perceive themselves as being customer-centric, but only 12% of customers agree. These findings indicate that it's customer affinity, and not brand awareness, that precisely predicts the purchasing decisions of customers.

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