Taking Action

An interesting report has just been published in the US by the Business Marketing Association. The 2010 Customer Engagement Survey conducted by SPSS found that 69% of organisations use customer surveys as a source of customer information. However B2B organisations are better able to capture customer information than they are to analyse it for actionable insights! http://www.marketingprofs.com/charts/2010/3697/b2b-customer-engagement-high-priority-low-marks

We at 4sight have often come across customers with large quantities of customer information but without the time to do anything with it.

Another reason why when we undertake a customer survey for a client we always provide analysis of the results including actionable recommendations.