When Lior visited Keynote's offices this week, all of us were instantly taken by the fun and creative analogies his company Strativity had drawn. It's not the best news ever, but gives corporations something to work on for the future.
The Corporate Love Meter reveals something most of us already know: we're not planning on spending Valentine's Day with our corporations.
As corporations worldwide are seeking to differentiate themselves and gain their customer’s love, we ventured to understand their readiness for such relationships. Following the insights of 402 executives and non-executives who were surveyed during January 2013, the verdict is clear; companies are not great lovers.
The Corporate Love Meter 2013 Study Highlights:
• 74% of respondents characterize their customer relationship as an open marriage or worse
• Only 29% are focusing on emotional engagement (love and admiration) with customers
• 37% admit that they have become comfortable in the relationship
• 29% claim that money became an issue in their relationship
• 25% of US respondents admit that they only speak when they fight (compliant management)
Although 52% plan to sweep their customers off their feet in 2013, the likelihood of that happening is quite slim. The study identified serious gaps between executives and non-executives’ perspective and while executives who own the big picture believe that they would do something different to rejuvenate the relationship, the majority of non-executives are sticking to business as usual approach. Therefore, the executive vision is less likely to be brought to life.
UK corporations have shown a gloomier approach to their customer relationships compared to their US counterparts.
Every brand aims to establish an emotional connection with customers. Based on the Corporate Love Meter 2013, companies have a long way to go to fulfill that promise. Combining the current economic challenges and customer empowerment through social media, it is time companies venture to learn how to become true, loyal, loving partners for their customers.
What’s Love Got To Do With It – The (Not) Romantic Novel Version
The state of company customer love relationships is quite sad. They admit that they are no longer loyal. Communication was good during the dating phase (sales) but withered afterwards. Today, many communicate only when complaints arise. Like an old married couple who lost the spark, they focus on the rational side of the relationship, like convenience and comfort and have forgotten all about love and emotions. The excitement is no longer there.
Many admit that they got there by becoming complacent and getting comfortable and then some money issues came between them and deteriorated the relationship even further. While some have hope they can reignite the relationship in 2013, their execution arm (non-executives) is not as convinced. They would rather stay in the comfort zone and not change things much.
Overall, it is a tired, unexciting relationship that will be easily stolen by a new shining suitor who will be willing to excite and delight the customer.
Want to read more? Click here to access the full report.