Few companies rate customer strategies

Most IT, telecoms, media and entertainment companies say they have a strategy for focusing on their customers, but few rate their efforts as successful, according to new research.

A global survey of senior executives in the selected industries Conquering Convergence: Focussing on the Customer, sponsored by Oracle, found that while 92% of companies have a customer strategy, just 15% rated them as highly successful. As a result, nearly 70 percent of firms plan to do more to focus on the customer in the future.

The study also found that direct customer feedback via contact centres or the Internet is the most popular method of keeping track of customer preferences, cited by 49% of respondents. Specialist technology is important too, with 43% using CRM software and 22% using analytics software

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