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<< back to reports
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UK business survey
Customer satisfaction and effective marketing
October 2008
Synopsis
Research company, Shape-the-Future.com, conducted a survey among a sample of 1,492
businesses across the UK between 23 September and 4 October 2008. The sample represents
businesses of all sizes across a wide range of industry sectors.
The survey reveals that most organisations are not measuring customer satisfaction; and
those that do are doing so inadequately.
Businesses are only paying lip service to measuring the effectiveness of their marketing and
are not assessing brand awareness or other media that may be more effective or
complementary.
Although over 80% of businesses claim to measure the effectiveness of their marketing, only
a very few are actually doing anything other than measuring the origin of leads, usually by
asking customers where they heard of them. While important, this is leaving most
businesses with little idea of the real value of their marketing efforts in generating
awareness and interest.
Key findings
Almost 2/3 of businesses do not have a reliable way of measuring customer satisfaction
other than sales figures
This means if their customers are going elsewhere they won’t know why. They will have no
idea of their share of the market and may assume that sales are being lost because the
market is in decline rather than their competitive position.
1/5 of companies do not measure their marketing effectiveness at all
This means they don’t know what’s working and what’s not. Of those that do measure, few
do so by any means other than lead tracking new customers. Very few do formal awareness
research, for example, measuring where people first heard of them or customer attitudes.
In summary, businesses with a more scientific approach to marketing seem more confident,
use more media and measure the effectiveness of their marketing and their customer
satisfaction more.
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The full report is available for purchase for £350 plus VAT, including unlimited sub-analyses on request.
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