Brands of all sizes are missing out on the business benefits of customer loyalty programs, according to a survey from Satmetrix: Fully two-thirds of those surveyed say they cannot prove or cannot measure the return on investment (ROI) from customer experience management (CEM) initiatives.
Among the companies surveyed, 40% say their CEM initiatives are unproven, and 27% say they do not know or cannot measure the ROI of CEM programs. By contrast, nearly one in five say their efforts have been strong (16%) or transformative (3%):
Below, additional findings from the Satmetrix Customer Experience Industry Survey 2012.
Among the companies surveyed, large organizations (those with annual revenues over $500 million) have the highest adoption of CEM initiatives, at 63%, whereas smaller companies (less than $10 million in annual revenue) have far lower adoption rates: 34%, on average.
Some 20% of smaller companies have no CEM initiatives in place at all.