Ongoing research from Maritz reveals that marketers have trouble putting their insights to work in marketing decisions. In online surveys conducted by the research group in 2007 and 2010, the company asked 131 marketing managers in blue chip companies how effective they thought their organization was at taking decisions on the basis of the voice of the customer. Less than 20% of marketers said they were doing a good job. The rest believed their organizations “did a mixed job” (63%), “struggled” (18%), or “didn’t see it as a priority” (1%).

The study also identified obstacles that impede the use of customer data in decisions, such as the need to integrate multiple sources of customer data and linking customer data and metrics with business processes to take action.

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