Comms Priorities: Customer Satisfaction Soars When Consumer Needs Come Before Marketing Goals

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By: Bulldog Reporter

Companies practicing true “customer-first marketing” have a lot to gain, according to the results of a new online survey conducted by MarketingSherpa. The findings indicate that nearly 60 percent of highly satisfied customers believe that the marketing of a company they were satisfied with “often or always” puts their needs ahead of its own business goals compared to 16.1 percent of highly unsatisfied customers—a relative difference of 269 percent. Similarly, for companies perceived as prioritizing customer needs against their own business goals, the satisfaction relative difference jumps to 488 percent.

Half of the respondents (1,200) in the study were asked to reflect on their experiences with a brand with which they are highly satisfied, and the other half (1,200) were questioned about a brand with which they are not satisfied. The responses of these two groups were then compared and contrasted against each other. The respondents from each age group, the Silent Generation (71-93); Baby Boomers (52-70); Generation Xers (34-51); and Millennials (18-35); were nearly evenly split between the paired surveys.

The satisfaction chasm, not surprisingly, seems to translate into sales. Nearly 92 percent of satisfied consumers indicate they are likely or very likely to continue to purchase from brands they like versus 29.4 percent who are unsatisfied with a brand.

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