The Journey to Trust™ A Survey on Trends in Managing the Customer ExperienceOctober 2014

What is The Journey to Trust™?

Earning your consumers’ trust is the marketing Holy Grail: the key to profitable, sustainable growth. But the journey to trust takes time.

Standard Register believes that the distribution of relevant content, in the format consumers prefer, is key to building brand preference and loyalty. We asked our customers what their businesses were doing to monitor and accelerate the journey.

Here’s what they told us…

How do you measure customer satisfaction?

The top three methods were:1. Customer Service Center Feedback2. Online Surveys3. Social Listening

28.7 24.7 21.6 18.56.5

Who manages your customer lifecycle?

Organizations measure customer satisfaction in many ways, yet a quarter of them have no formal program for managing a customer’s entire lifecycle.

33% say multiple departments are responsible

29% have a dedicated department

25% have no formal program

13% leave lifecycle management to their sales representatives

Do you have a 360-degree view of your customers?

More than half lack a 360° view of their customers.

43%

17%

8%

33%

Yes Want to get thereNo plans for it Don't know

Do you have a data governance model?

Yes No

63.70%

36.30%

Data governance ensures that certain processes are followed when dealing with customer information. More than a third of organizations don’t have a model for data governance in place.

How personalized are your communications?

Nearly a third of respondents can’t customize communications, even to a basic extent; while more than half of respondents lack the ability to dynamically customize their customer communications.

46% have dynamic customization

30% have no customization

24% use basic programs like Mail Merge to personalize

How do employees get company-branded materials?

Only a small percentage use a formal system to manage content distribution.

46% use the company intranet

32% either don’t know or don’t have a system

11% produce their own materials when needed

6% use a content management system

3% use digital asset management

2% use their CRM system

How important is print in your communications?

Since print is the preferred medium for customers in certain situations, organizations need better ways to manage customer communications preferences offline and online.

49% say it’s very important: customers still prefer certain communications in print

40% say it’s somewhat important: they use it less than a few years ago

11% say print is not important and they’re migrating customers digitally

Which describes your company?

Re-gional 30%

Na-tional21%

Global

48%

Survey data is based on 161 completed responses.

For more information, or to learn how Standard Register can help you manage your customer experience, contact journey@e.standardregister.com.

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