Elevate What Consumers Appreciate

Increase Brand Attraction by Upgrading Ownership Satisfaction

Program Details

In partnership with:

Overview

The CMO Council and LiveTechnology are teaming to digitally revolutionize and elevate the experience of owning, operating, maintaining, troubleshooting and repairing durable goods sourced from leading manufacturers supported by their retail and aftermarket service partners.

background

The Internet of Things, ubiquitous mobile connectivity, and new Big Data applications are poised to digitally revolutionize and elevate the experience of owning, operating, maintaining, troubleshooting and repairing durable goods sourced from leading manufacturers supported by their retail and aftermarket service partners. This ecosystem includes makers and sellers of home appliances (white and brown goods), office products, computer hardware, machinery, power tools, engines, consumer electronics, maintenance equipment, as well as gardening, boating/recreational and auto aftermarket products.

Under the auspices of its Customer Experience Board, the CMO Council is inviting industry bodies, manufacturers, retailers and consumer rights advocates to participate in a major initiative to “Elevate What Consumers Appreciate: Increase Brand Attraction By Upgrading Ownership Satisfaction.” This will be done through:

  • Audits of a brand’s product ownership experience by third-parties
  • Industry survey of aftermarket service innovations and commitments
  • CMO Council member interaction around “best practices”
  • Customer engagement on aftermarket service pain and strain
  • Social media insights and analytics on tonality and sentiment of consumer commentary

Additional insights will also be invited from domain experts, solution providers, consultants, publishers, management consultants and benchmarking groups, such as the American Customer Satisfaction Index, J.D. Power, Consumers Union, TWICE, and many others.

The CMO Council’s global membership of 10,000-plus senior marketers control more than $500 billion of annual, aggregated marketing spend globally. Members are highly qualified strategic decision makers and are drawn from a cross-section of public and private sectors, including leading manufacturers of consumer durables, household goods, automobiles, RVs, boats, electronics, office equipment, machinery, and other parts-intensive products.

Learn

Facts & Stats

91% of unhappy customers will not return to purchase products.

Source: Userlike

48% of global consumers don’t believe most brands take action on customer feedback.

Source: Customer Think

67% of global consumers across all age groups expect brands to respond within 24 hours to their customer service questions, complaints or praise on social media.

Source: Customer Think

The market for major household appliances in 2016 is $23.9 billion, and is expected to reach $27.1 billion by 2020.

Source: J.D. Power

59 percent of consumers like to tell others about new products.

Source: Kayako

Almost 60 percent of consumers in a study were unlikely or very unlikely to return to a business they had experienced poor customer service from, even if a trusted friend said the service had improved.

Source: Kayako