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ABSTRACT:
Despite an increased focus on customer engagement, most B2B technology companies continue to fall far short of meeting customer expectations and commitments, according to research by the Chief Marketing Officers (CMO) Council. Most technology vendors badly overestimate their effectiveness in addressing customer needs, while a majority of customers feel ignored and trapped in vendor relationships that are marred by broken promises. These are among the findings of Profitability from Customer Affinity, a new study that advocates major customer-centric changes in the way technology companies measure their marketing effectiveness. The study uncovers profound disconnects between vendors and customers and finds that IT companies risk serious customer alienation and lost business if they don't realign their organizations around customer needs through improved co-innovation and cooperation.
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