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LOS ANGELES Just because they know you doesn’t mean they like you. Or so suggests a CMO Council study to be released this week.
Research focused on business-to-business relationships in the tech sector suggests virtually no intersection between brand awareness and customer affinity. The names IT professionals most recognized—HP, Dell, Microsoft, Google, IBM—did not receive a corollating spot on the study’s customer affinity index. The top positions went instead to NetApp, Juniper, InterSystems, Polycom and Synnex.
More than a big brand, customers said they look for “competence, quality service and support.”
“A fundamentally new measure of marketing effectiveness has to center around the customer experience,” explained Donovan Neale-May, executive director of the San Francisco-based CMO Council.
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