Tag Archives: Surveys

A New Perspective on C-Level Cooperation

Partners in information managementChief Financial Officers and Chief Marketing Officers are not traditionally thought of as best friends. It might have something to do with the juxtaposition of left and right brain thinking, or differing views on how to measure the performance of marketing programs and their impact on the bottom line that keeps these two executives from sitting next to each other at the lunch table.

Yet this relationship is becoming more important as both executives realize the value of more specific marketing and customer information to help drive strategic decisions; a merger of the creative and analytical minds can clearly help improve performance and fuel growth.

Many clients of BearingPoint’s World-Class Finance practice were asking about this, so we decided to partner with APQC, conduct a survey, and report our findings on the topic. You’re invited to read the resulting report: “CFOs and CMOs: partners in information management”.

One of the disconnects highlighted in the report is around the availability of data for customer segmentation and profitability analysis: while 80% of CFOs said they are providing sufficient data, less than 40% of CMOs said they are getting the data they need to make good decisions.

We hope these findings are helpful. Please feel free to share your comments and ideas here once you’ve read the research.

Author: Monica Huber

Getting customer feedback through social networking sites

You might have run across a customer survey while surfing a business site or received an email to give your feedback on a product or service you currently use. While these survey mediums have been the norm in collecting consumer opinions online, they are no longer the best way to get the true pulse of your customers.

More and more companies are turning to social networking sites, like Facebook, to get consumer input on their products and services. The thought of “going where the fish are” is true in this case as more and more people join and actively participate in these types of sites. The use of networking sites represents a shift in gathering consumer data and reaching your target audiences. An effective survey coupled with the right incentive or reward can spread virally and increase the sample size to get a large number of survey completions and feedback.

BearingPoint has partnered with a leading bank to develop a survey using Facebook to extract opinions on consumer banking habits. The survey recently launched on Facebook and is being monitored to determine its effectiveness. The survey offers a $25 gift certificate from Restaurant.com as an incentive to attain customer feedback. Stay tuned to find out how effective the survey was in an upcoming blog.

View the survey