Business Managers Grappling With Digital Readiness While Customer Service Can Make (or Break) Your Brand

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Content marketing is no longer a “nice-to-have” but an essential component of doing business. Nearly three-quarters of B2B companies have someone in place to oversee their company’s content marketing, according to a recent study by The Content Marketing Institute. The institute, which surveyed 1,217 B2B marketers, found that small companies (78%) are more likely to oversee the strategy than large companies (58%). It also found that 86% of marketers considered “most effective” are dedicating someone to take charge of content marketing.
Content marketing is no longer a “nice-to-have” but an essential component of doing business. Nearly three-quarters of B2B companies have someone in place to oversee their company’s content marketing, according to a recent study by The Content Marketing Institute. The institute, which surveyed 1,217 B2B marketers, found that small companies (78%) are more likely to oversee the strategy than large companies (58%). It also found that 86% of marketers considered “most effective” are dedicating someone to take charge of content marketing.

▶ Bridging the Gaps in the Digital Age: More than three-quarters (76%) of business leaders view talent management as an important business challenge, according to a recent study conducted by The Boston Consulting Group.

The digital revolution was cited as the second-largest challenge facing business, especially for the consumer and retail sectors.

The survey took the pulse of more than 1,000 global business leaders from various sectors in order to determine their biggest pain points.

Here are some additional results:

• More than two-thirds (70%) of respondents said that leveraging data is the most important challenge.

• More than half (57%) of North American companies indicated that they were most prepared to tackle challenges regarding long-term values.

• Small companies indicated that they are more adaptable and prepared for oncoming challenges than big companies (22% versus 17%).

Source: The Boston Consulting Group

▶ Communicators and the Fickle Consumer: Nearly half (44%) of U.S. consumers are changing who they do business with because of poor customer experience. And more than half (53%) said they have switched due to lack of customer appreciation.

NewVoiceMedia recently conducted a study to find out what happens to make a customer a “switcher.”

The study asked 2,030 U.S. adults questions about consumer habits and customer service experiences to gauge why companies are spending more than $40 billion a year on customer service efforts.

Here are some key takeaways:

• More than half (53%) of the respondents said they have been irritated by not being able to speak to a person immediately.

• More than 9 out of 10 (93%) said they take some action following a bad experience.

• Nearly two-thirds (59%) of respondents between the ages of 25-34 said they would take revenge online.

• Picking up the phone is still the most effective way to get a quick response, according to 75% of the respondents.

• Women are less patient then men when it comes to waiting on hold, with 18% saying they would hang up before waiting 5 minutes, versus 26% of men. PRN

Source: NewVoiceMedia

This article originally appeared in the January 20, 2014 issue of PR News.

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