The Journey to Trust™

A Survey on Trends in Managing the Customer ExperienceOctober 2014

What is The Journey to Trust™?

Earning your consumers’ trust is the

marketing Holy Grail: the key to

profitable, sustainable growth. But the

journey to trust takes time.

Standard Register believes that the

distribution of relevant content, in the

format consumers prefer, is key to building

brand preference and loyalty. We asked

our customers what their businesses were

doing to monitor and accelerate the

journey.

Here’s what they told us…

How do you measure customer

satisfaction?

The top three methods were:

1. Customer Service Center Feedback

2. Online Surveys

3. Social Listening

28.724.7 21.6 18.5

6.5

CustomerServiceCenter

Feedback

OnlineSurveys

SocialListening

InternalSales

Feedback

NetPromoter

Scores

Who manages your customer

lifecycle?

Organizations measure customer

satisfaction in many ways, yet a quarter of

them have no formal program for

managing a customer’s entire lifecycle.

33% say multiple departments are

responsible

29% have a dedicated department

25% have no formal program

13% leave lifecycle management to

their sales representatives

Do you have a 360-degree view of

your customers?

More than half lack a 360° view of their

customers.

43%

17%

7%

33%

Yes Want to get there

No plans for it Don't know

Do you have a data governance

model?

63.70%

36.30%

Yes No

Data governance ensures that certain

processes are followed when dealing with

customer information. More than a third

of organizations don’t have a model for

data governance in place.

How personalized are your

communications?

Nearly a third of respondents can’t

customize communications, even to a basic

extent; while more than half of respondents

lack the ability to dynamically customize

their customer communications.

46% have dynamic customization

30% have no customization

24% use basic programs like Mail Merge to

personalize

How do employees get company-

branded materials?

Only a small percentage use a formal

system to manage content distribution.

46% use the company intranet

32% either don’t know or don’t have a system

11% produce their own materials when needed

6% use a content management system

3% use digital asset management

2% use their CRM system

How important is print in your

communications?

Since print is the preferred medium for

customers in certain situations,

organizations need better ways to manage

customer communications preferences offline

and online.

49% say it’s very important: customers still

prefer certain communications in print

40% say it’s somewhat important: they use

it less than a few years ago

11% say print is not important and they’re

migrating customers digitally

Which describes your company?

Regional 30%

National21%

Global49%

Survey data is based on 161 completed responses.

For more information, or to learn how Standard Register can help you manage your

customer experience, contact journey@e.standardregister.com.

standardregister.com