Businesses are failing to listen to customers

Brands may be aware of the need for customer engagement, but research seen exclusively by Shopper's Voice reveals too few have taken steps to actively promote it.

Businesses are failing to listen to customers and act on their feedback, according to a study seen exclusively by Marketing Week. In a survey of 130 companies across 11 sectors, the research from Targetbase Claydon Heeley (TBCH) finds that 47% have no formal customer engagement strategy, compared with 44% last year.
TBCH chief executive Steve Grout says this is because too few companies take a holistic approach to collecting and responding to comments from the public. “Many brands do not actually have someone with a total overview of the customer.”