CI Barometer 2011: Recovery or Breakdown
Author:
CSC and TNS Sofres
The first edition of the Client Intimacy Barometer was conducted in collaboration with the TNS Sofres independent research firm. Based on a sampling of marketing, sales, distribution, and customer relations directors working for European companies that employ more than 1,000 staff members. These executives were interviewed regarding the role, concerns, performance, and perspectives of the marketing, sales, distribution, and customer relations functions within their company.
The past ten years have had a profound and lasting impact on consumer behaviour. During the economic crisis, the consumer has become more demanding and less loyal.
Businesses have to adapt to a competitive environment where product innovation and cost control are no longer sufficient. They have no choice but to focus on developing a closer relationship with their customers as a way to differentiate themselves.
The Client Intimacy Barometer reveals three major goals among companies: simplification of the client experience, personalization of the company client relationship, and increased responsiveness / better organization and use of client information.
