Report: Consumer-centric marketing can boost customer satisfaction

Dec. 14, 2016

A customer-first marketing strategy can go a long way toward boosting customer satisfaction.

More than half, nearly 60 percent, of highly satisfied customers believe the marketing of a company they are satisfied with "often and always" put their needs ahead of business goals, according to a MarketingSherpa survey of 2, 4000 consumers. In fact, customers are 269 percent more likely satisfied in the scenario.

"In this era of data-driven marketing and intense customer targeting, the survey results clearly indicate that brands should think beyond just aiming at their customer, and instead use that data to elevate the customer. We call this customer-first marketing," said Daniel Burstein, senior director of editorial content, MarketingSherpa. "If the customer is the king or queen, shouldn't they come first?"

"By using marketing to serve customers and prioritizing customer needs before short-term business and marketing objectives, companies will gain a long-term competitive advantage and sustainable business success as indicated by the increases in purchase intent and loyalty we measured in the study."

Topics: Consumer Behavior, Customer Experience, Customer Service, Marketing

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