Chief Marketing Officer Council Encourages Adding Customer Affinity Index To The Mix

Customer centric metrics are taking center stage this year as b-to-b marketers pursue new ways to measure customer engagement, satisfaction and, ultimately, loyalty to a brand.

Measuring customer satisfaction is not a new idea, but as technology puts more control in the hands of users, marketers are seeking out the optimal ways to measure how successful they are with their marketing messages, products and services.

Marketers are divided on how best to achieve this. Some are using an array of metrics and other processes to come up with a view of how they're doing with customers, while others are trying to simplify the process by using a single metric, such as the Net Promoter Score.

The NPS, developed by loyalty expert Fred Reichheld, is a score of customer loyalty based on a single question: "How likely are you to recommend our company to colleagues?"

Marketing organizations are also coming up with new metrics to gauge the customer experience.

Last month [December 2007], the Chief Marketing Officer Council released a study on customer measurement... Read the complete article on BtoBOnline.

Register to download the free Executive Summary or purchase the full report from the CMO Council's Customer Affinity Website.

[Note: CMP was an underwriter for this CMO Council study.]

The customer is very much on the minds of leading marketing executives these days. Across numerous research initiatives undertaken by the CMO Council, marketers collectively indicate they are spending more time and resources than ever before on understanding and engaging with their customers, including increased investments in customer communities, CRM systems and processes, and customer intelligence and analytics. The CMO Council has been a champion of these efforts, advocating a more disciplined, measurable and integrated approach to marketing, anchored by greater knowledge and more meaningful interaction with customers and customer markets. Now we believe it is time for a new measure of marketing performance – called customer affinity – that looks beyond old brand metrics to support marketing in its critical role of building customer-centric businesses. Register to download the free Executive Summary or purchase the full report from the CMO Council's Customer Affinity Website.

[Note: CMP was an underwriter for this CMO Council study.]

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