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Customer Feedback: Just How Responsive Are Businesses?

Author's avatar By Robert Jones 15 Aug, 2017
Essential Essential topic

Chart of the day: Businesses are either fairly responsive or it simply depends on the channel or situation.

Research by CMO Council has found that 45% of businesses are fairly responsive to customer feedback and customer needs, whilst 36% say it depends on the channel or situation, though they do try to respond quickly. Speed is essential and businesses are focusing on responding as quickly as possible.

The research also found that over 4 in 10 (43%) respond to complaints about marketing within 1 day and most (36%0 intend to make changes within 90 days based on customer feedback.

Key takeaways:

  • Businesses are responding as quickly as they can
  • They are trying to make physical changes and marketing campaign changes as quickly as possible but will always be restricted by cost of doing so
  • Businesses are actively making changes to their business, products and services based on the customer feedback they receive. Customers will be delighted to know that their feedback is directly being used to make changes.

45% also said that budget is a big restraint for them when attempting to make changes based on feedback.

  • Source: CMO Council 
  • Sample: 15o brand marketers
  • Recommended resource:
Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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