THE MARKETING FORUM: Consumers order less CRM and more delivery

Marketing's focus on relationship marketing is taking it further away from what consumers really want, according to research presented at last week's Marketing Forum.

Marketing's focus on relationship marketing is taking it further away from what consumers really want, according to research presented at last week's Marketing Forum.

Research carried out by strategic marketing consultancy Synesis found that CRM, as it is currently practised, is more likely to alienate consumers.

The research looked at customer satisfaction among US consumers and surveyed UK consumers and marketing directors. The findings, called 'Mind the Gap', show a huge gap developing between what companies promise and what they can deliver.

While the industry is focusing on customisation and one-to-one marketing, consumers are feeling bombarded by marketing messages and just want companies to fulfil their promises on the basics of products and services.

Stacey Clark, director of Synesis, said: 'Marketers are not focused on the delivery part. You can't have a relationship with customers unless you do what you say you'll do. Marketers are raising expectations, but the delivery part is not keeping up with that.'

In spite of the growth in relationship marketing activity, studies in the US show that customer satisfaction levels are lower than five years ago.

Satisfaction levels are highest in sectors where transactions are least complicated, such as customer products, and worst among more complex transactions, such as air travel and banking.

Companies making simple claims came out best. Powergen's 'If we fail to turn up on time, we'll give you pounds 50', John Lewis' 'Never knowingly undersold' and furniture retailer IKEA's 'Affordable solutions for better living' were liked the most.

According to the research, most marketing directors have a focused strategy to develop specific or individual relationships, but only 27% thought their company was good at developing individual relationships.

Marketers said they are happier with their sales and communications than product design, which contradicted many consumers.

Marketers similarly said they think more investment is needed in relationship marketing than delivery, which also contradicted the consumers' view.





Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers