Study Indicates Marketers Can’t Gauge Consumer Needs

NEW YORK — Customers are becoming less loyal to brands and use more sources of information than ever to build impressions and make decisions in buying a product or service, according to a study released Thursday by consulting firm Accenture, N.Y.

Due in part to these factors, the study reports, more than seven of ten marketing executives in the U.S. and the U.K. admit they have trouble capturing the attention of customers.

The research, conducted with 175 senior marketing executives, most of whom work for retailers, manufacturers or financial institutions with more than 5,000 employees, also reveals what marketing heads consider to be among their most pressing needs: access to more accurate and fresher data (68%); integration between the numerous customer touch points (67%); better overall customer strategy (67%) and more collaboration, both within the function and with the sales and customer service departments (59%).

“[The bottom line is that] marketing executives are not equipped with the tools they need to keep up with the changing customer expectations, achieve greater share of wallet and maximize the lifetime value of customers,” said Pat O’Halloran, partner at Accenture’s customer relationship management practice.