Hearts Then Charts

heartbeatIan Golding recently highlighted a great white paper by Almighty, a digital advertising agency. You can download the whitepaper here.

The findings include

  • only 2 of the 30 use consistent descriptions of their customers across product, marketing, and sales teams. We’re designing for one customer, marketing to another, and selling to yet another.
  • of the 30 organizations audited, only six have mapped their end-customer experience. Of those six, only three are actively used. The rest are sitting quietly on servers and rolled up in cubicle tubes.
  • the quality of the experience delivered by many organizations is measured inconsistently. 50% of C-suite respondents said their organization has no consistent measure of customer experience. One in five said that social media sentiment was their only measure.
  • there is little to no consensus around internal accountability for the customer experience. In 44 of the 188 organizations we surveyed, three or more people identified someone accountable for the quality of the customer experience. In only one of the 44 cases did everyone name the same individual.

See Ian’s blog post highlighting the white paper here.

 

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