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Home / Insights / Thought Leadership / The Blind Spot: How Companies Sacrifice Customer Feedback at the Altar of Marketing
December 11, 2023 - by Mark Emery
Even in challenging economic storms, marketing budgets often resemble enormous whales, while underfunded customer service departments are treated like crusty barnacles clinging to the corporate ship’s hull. Millions are thrown at advertising campaigns, celebrity (and influencer) endorsements, and flashy product launches, all in pursuit of attention and “engagement”. But where does customer feedback fit in all of this?
Every company today puts aside a massive portion of its budget for marketing. From paid advertising to sponsored web content, blogs to social media engagements, and more. But very rarely are CMOs able to demonstrate returns on this spending. In fact, 75% of CMOs face pressure to cut their Martech spend. When funneled straight to customer service, whatever little budget is left suddenly dries up.
The high (supposed) cost of helpdesk infrastructure and tools often causes customer service to take a back seat. Add to it the pressure to keep these omnichannel support platforms up to date, add new features regularly, etc. Reviewing and upgrading global helpdesk processes across support channels to reduce internal efforts and optimize customer experiences is another roadblock that impacts the customer service organization. So is upskilling and reskilling agents and ensuring they have all the knowledge needed to deal with evolving customer needs and requirements.
Yes, marketing is essential. Good marketing attracts, engages, and persuades audiences. It generates awareness, prompts people to buy, and reminds them to share what makes brands authentic, interesting, and relevant with others. Substantial budgets and arsenals of tools are used to broadcast these messages. But here’s the inconvenient truth: It’s like shouting into the abyss if you’re not equally committed to listening.
At the same time, many companies don’t seem to realize that trust in institutions (including businesses) is at historical lows. More and more people are increasingly relying on friends, family, and other customers – not your brand! – for advice they can trust. PwC’s 2023 trust survey painted a rather grim picture. Among respondents, 84% of business executives think that customers highly trust the company, yet only 27% of customers say the same.
Not having enough budgets allocated for customer service is aggravated by the very approach to customer service. Most companies don’t take customer service seriously. Here are the top indications that a company isn’t serious about customer feedback:
In today’s customer-centric era, 81% of customers say a positive customer service experience increases the chances of them making another purchase. Yet, 40% of organizations say the C-Suite doesn’t prioritize customer experience. Limited budgets, competing priorities, and a simple lack of customer focus can result in several far-reaching consequences. An underfunded and undervalued customer service function can take all marketing efforts down the drain.
Customer experience isn’t merely a cost center; it’s the frontline intelligence agency of your business. It’s where the unvarnished truth about your products, services, and customer experiences resides. Instead of obsessing over-reaching new customers, it is time to exploit the goldmine of insights buried within existing ones.
If you want to build customer trust and loyalty, you must:
A serious and careful approach to customer service can improve satisfaction, increase the chances of repeat purchases, and put your business ahead of the competition. Drive change today!
Original Article posted on Macquarium, Inc.
Mark Emery is Senior Director and Client Partner specializing in CX at Synoptek. With over twenty years in digital and experiential marketing and sales, Mark has collaborated with top-tier brands like IHG, American Express, Starbucks, Coca-Cola, and others. His strength lies in his versatile approach—he navigates challenges by combining creative thinking, technical expertise, and a practical mindset to create effective solutions that resonate.
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