Tag Archives: Econsultancy

The Delusion Gap

Some mornings as I’m writing this I feel like I’m Chevy Chase reading the news that Generalissmo Francisco Franco is still dead because so much of what crosses my digital desk as news is just so “duh.”  When I read about the latest report out of the folks at IBM and Econsultancy called The Consumer Conversation Report I really did say “and Franco is still dead” out loud.  Here is why.

There is a huge gap between marketers’ intentions and their customers‘ satisfaction.  As the report says:

A common theme throughout this research is that brands’ belief in the strength of their customer experience doesn’t line up with their customers’ reality.

For example:

  • Only one in three consumers believe that their favorite companies understand them.
  • Of those consumers who switched consumer services in the last year, most did so for reasons companies should be able to predict and prevent.
  • Of the nearly 50% of consumers with a significant service issue in the last 12 months, only 28% say that the company dealt with it very effectively.

That’s a pretty important point.  We can’t pat ourselves on the back in business.  Our partners and customers are only ones who can do that for us and in this case they’re telling us something very different.  When 90% of the responding companies felt they were able to resolve customer conflicts in a satisfactory manner and not even 60% of customers felt the same way, there is a problem.  Let’s call it the delusion gap – the space in between our beliefs and those of our customers.  We all know that anger and frustration lie in the gap between expectations and experiences.  I’d suggest that the delusion gap is a direct corollary to that difference.

We need to use all of the data we gather to develop honest answers.  They might not be the ones we want to hear but they’re the beacons that point us to serving our constituencies better.  If two-thirds of those groups believe we don’t understand them and we believe otherwise, someone is delusional.  You?

Advertisements

Leave a comment

Filed under Reality checks

Who Doesn’t Like Cookies?

I know it’s not Friday, but let’s ask about cookies today.  Who doesn’t like a nice cookie?  Well, if you believe a recent survey, almost no one.  Web cookies, that is.  The folks at Econsultancy ran a survey and found that just 23% of web users would say yes to cookies.  They asked based on some new rules about cookie-based tracking that are going in to place in the E.U. and part of those rules will be much greater visibility to users about what tracking is going on:

That 69% of survey respondents are aware of what cookies are and why websites use them may cheer some marketers, but it still leaves a large chunk of web users that may react with puzzlement when they see messages about cookies and privacy on the website they visit.

It also found that a good chunk of users are already managing their cookies via browser settings and that 17% of users won’t accept cookies under any circumstances.  Roughly 60% of users might take a cookie but they’ll need to understand why they should.  In short, it’s the “what’s in it for me” test.  I don’t buy that consumers are happy when they see more targeted ads, which is sometimes cited as a reason why cross-domain tracking is a good thing.  I think the “creepy” factor is off the charts, frankly.  Saving site settings for improve a shopping experience or allowing a site to count visitors and understand site usage might be OK in most folks’ minds – it is in mine – but the survey found that any use that isn’t related to a user’s concerns doesn’t pass the smell test.

I keep waiting for the year in which everyone is going to get serious about balancing privacy concerns with the need for data.  The fact that we’re still amazed when unscrupulous people sell “undeletable” cookies and even businesses that use these services claim no knowledge about what a privacy invasion they are is ridiculous.  Maybe this is the year, although what the E.U. is doing is not really a great solution.  Still, as an industry, if we’re not going to act with users in mind, their representatives are going to force imperfect solutions in the absence of grown-up behavior.

Sour milk with those cookies?

Enhanced by Zemanta

Leave a comment

Filed under digital media, Huh?

We Want Your Opinion – Let Us Give It To You

More evidence the other day about the ongoing disconnect between brands and their customers in the social media space.  It’s always interesting how consumers say one thing and those folks at brands who are responsible for listening say something quite different when asked the same question.  Today’s evidence comes courtesy of the Chief Marketing Officer (CMO) Council via Econsultancy and I think it’s good for a smile, even if it’s kind of a sardonic one.  It has to do with the results of a recent study that dealt with reasons for social media interaction with brands. Continue reading

Leave a comment

Filed under digital media, Helpful Hints