 |
â–¶ Digital Media as a Change Agent: Almost three-quarters of brand owners are modifying their marketing and communications process in response to the demands posed by digital media, says a study by the Society of Digital Agencies and Econsultancy. In all, 73% of 651 new media executive were currently “transforming” their communications operations to more accurately reflect the needs of the evolving marketplace. Other findings include:
• Some 71% of brand owners had already reorganized their teams based around different consumer segments, 46% had formed cross-departmental units to spread “social learning” and 33% now integrate social listening and traditional research.
• 21% of clients had built “voice of the customer” advocacy groups and 18.8% had changed compensation structures in a bid to encourage inter-departmental collaboration.
• 62% are allocating more resources to building in-house digital capabilities. A further 42% are boosting external spending, 28% hope to diversify agency rosters and 19% are seeking to consolidate.
• Among the specific areas receiving increased emphasis this year were corporate blogs (61%), apps (57%), digital brand management and measurement (52%), mobile Web sites (50%) and social media efforts (49%).
Source: Society of Digital Agencies/Econsultancy
â–¶ Grocery, Fast Food Chains Tops to Customers: Looking for top approaches to customer experience? Check out the efforts of the eight companies that deliver a top-notch customer experience—according to the 2012 Temkin Experience Ratings published by Temkin Group. Rating the customer experience of 10,000 U.S. consumers for 206 large companies across 18 industries, just these eight companies delivered “excellent” customer experience: Sam’s Club, Publix, Starbucks, Subway, Chick-fil-A, Aldi, Winn-Dixie, and H.E.B. Additional findings include:
• Grocery chains, fast food chains and retailers are the top three industries, earning an average rating of “good.”
• At the other end of the spectrum, 76 companies (37% of the total) earn “poor” or “very poor” ratings.
• At the bottom of the ratings, TV service providers, Internet service providers and health plans earn an average rating of “poor.”
• Seven companies have double-digit leads over their industry average: Kaiser Permanente (health plans), Sam’s Club (retailers), USAA (credit cards), TracFone (wireless carriers), Southwest Airlines (airlines), PNC (banks) and Alamo (car rental services).
• In comparing the ratings from 2011 to 2012, insurance carriers and computer makers made the largest year-over-year gains. PRN
Source: Temkin Group