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Industry Research : Beyond The Point Of Purchase - A Look At Behaviors That Build Brand Loyalists

Traditionally, CMOs (Chief Marketing Officers) have focused attention on acquiring customers - tracking hundreds of metrics like cost per impression, lifetime value, channel value and other data points to make the customer acquisition process as scientific and effective as possible. Marketing teams analyze campaign spend and results to inform the next campaign - a repeatable cycle for customer acquisition.

But how much time do marketers spend on understanding and engaging customers across the entire lifecycle - from prospect to acquisition to new purchases and even collections? One of the biggest challenges for brands is knowing how and when to interact with consumers after a purchase has been made. Brands that focus purely on acquiring new customers are missing the opportunity to create loyal brand advocates who will return to brands for repeat purchases. Considering the entire lifecycle, CMOs looking to maximize return on investment need to understand how to best engage with customers regardless of where they are in the sales funnel or what channel they are using.

In addition, the role of the CMO is shifting and now is responsible for an ever-expanding number of sales and service touch points and the fragmentation of customer segments. This broadening of the CMO role will alter the way marketing functions in an organization. The CMO has a larger role representing the "voice of the customer" across a brand’s organization, significantly impacting brand loyalty efforts.



To better understand the habits of today’s empowered consumers, ACCENT Marketing surveyed more than 1,000 consumers throughout the United States.


Highlights from the survey results include:

  • Nearly half of consumers interact with brands after a purchase
  • 86 percent of consumers say that it’s important to have a positive experience after making a purchase
  • Word of mouth marketing is still critical with 79 percent of consumers telling family and friends when they have had a great experience with a brand
  • 93 percent of consumers claim that a positive response or special offer can help restore the company’s reputation after a bad experience
  • Brands can’t solely focus on mobile for interaction post-purchase. Only 26 percent have used their phones to contact a company through a mobile app with service question after making a purchase

In short, ACCENT Marketing Services shares this research with the intent that chief marketing officers can better understand the changing landscape of consumer engagement and how their targeted actions can maximize the return on investment for marketing campaigns.


About STARTEK:
Company LogoStartek is a global provider of technology-enabled business process outsourcing solutions. The company provides omni-channel customer experience management, back office and technology services to corporations around the world across a range of industries. The company has more than 45,000 outsourcing experts across 54 delivery campuses worldwide that are committed to delivering transformative customer experience for clients. Services include omni-channel customer care, customer acquisition, order processing, technical support, receivables management and analytics through automation, voice, chat, email, social media and IVR, resulting in superior business results for its clients.
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Today's Tip of the Day - Utilize Time & Money Saving Tools

Read today's tip or listen to it on podcast.

Published: Thursday, February 26, 2015

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2024 Buyers Guide SaaS Solutions

 
1.) 
CrankWheel

CrankWheel Screen Sharing
CrankWheel is an easy and simple screen sharing solution, made for the needs of salespeople and customer service agents.

CrankWheel complements voice calls by adding visuals to ongoing calls. There is no need to get the customer off the phone, onto another platform.

Agents share their screens by directing clients to a link that can be sent via SMS, email or simply spelled out.

The client can enter on any device, mobile, desktop or tablet and enters the session instantly. There is no registration or download required by the client.

Features:
- Screen sharing
- Agents can hand control over to the client
- Warm lead capture widget that alerts the sales team instantly of an intere...
(read more)
 

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