‘Marketers Getting Long-Term Relationship Metrics Wrong’ – ‘Website Magazine’ Article
Travis Bliffen says, “What a brand thinks they are doing right versus what they are actually doing right/wrong is often very different, as marketers can very easily focus their attention on metrics that don’t help them reach their goals.
This is what Yes Lifecycle Marketing recently found to be the case in its survey of nearly 250 marketers at the Direct Marketing Association (DMA) conference in Oct. 2014. The survey found that 33 percent of marketers sourced building long-term relationships as a main goal for 2015, yet most weren’t focusing on important indicators of loyal customers, such as:
• 17 percent of marketers measure the number of referrals/recommendations from existing customers
• 13 percent of marketers focus on customer complaint metrics”.
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