This study has been featured in the following publications: AdWeek, MediaPost, The Dieline, WWD, packagingPRINTING, Research Live, MarTech and FierceRetail.

Danaher’s Product Identification Platform of companies Pantone, Esko, MediaBeacon, X-Rite, AVT, Videojet and Laetus along with the CMO Council conducted the following study, “The Responsiveness Requirement: How Agile Marketers Act on Consumer Feedback to Drive Growth”. The study surveyed senior marketing leaders across customer-obsessed industries like consumer packaged goods, health, beauty and manufacturing to better understand how brands are meeting and exceeding expectations for responsiveness and action.

Findings revealed that in the face of customer requests and the rapid pace of channel expansion, marketers look toward responsiveness to measure customer experience success, working to more quickly and efficiently react to customer and consumer requests across the entire value chain.

Digital has emerged as the preferred method for marketers: easy to create and deploy, and even easier to track, measure and prove return. During this transformation to digitize everything, physical touchpoints like POP and product packaging have taken a back seat because they are too hard to create, too hard to update, too hard to track and measure and even harder to reimagine at the speed of customer expectation. Naturally, marketers were hoping this digital revolution would allow them to leave the burden of developing physical touchpoints behind.

However, key statistics from the study prove that physical channels are still important and response time is crucial:

  • 53 percent of marketers admit that alignment across physical and digital touchpoints is an important focus of the customer experience

  • 34 percent actually believe this connection is critical. The criticality of alignment likely comes from an understanding that consumers crave recognition and specifically want to see their voices, desires and needs reflected back to them, especially in the channels they value most.

  • 36 percent admitted that they are only able to react and respond to consumer feedback, suggestions or issues with product packaging within three months. This leaves a gap between reality and consumer expectations, which are now set at response times between 24 hours and two weeks, at most.

While successful marketers are keenly aware that truly exceptional experiences have a cadence to them, as the study shows, the reality is not quite as seamless, as functional teams struggle to deliver and make sense of an increasingly complex omnichannel landscape.

To learn more about the findings, download the white paper.

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