Survey: Lack of direct contact with customers

from Lack of direct contact with customers:

Marketers on every level have internalized the bottom-line message. Marketers in our survey report that the customer data they are most concerned with for planning programs are value and profitability, and that increasing organizational discipline is important for the purposes of improving market and revenue growth. But when we put aside the grand vision of marketing and dug down into the details, the disconnects were somewhat startling.

The most troubling finding from our study is that marketers appear surprisingly detached from their customers. Marketers report an overwhelming reliance on their CRM systems as a primary source of customer data, with very little insight gained through customer service, distribution channels, customer organizations or communities, or even online customer networks.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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