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CUSTOMER-CENTRIC TRANSFORMATION:

FIVE KEYS TO LEADING SUCCESSFUL CHANGE SUMMARY RESPONSES TO SURVEY QUESTIONS

Thought Leadership Series

Customer-Centric Transformation

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The Survey: Questions and Responses

How big is your organization in revenue (US$)?

n = 352

Which best describes your personal functional alignment?

n = 352

Which best describes your title or role?

n = 352

Why this study? Why now?While there is no shortage of studies and perspectives, commenting on the latest offering or reflecting on consumer sentiments, few actually dig into the core of how successful (and not-so-successful) organizations achieve material change with their CRM strategies. Capabilities come and go with the wind; change is fundamental to how organizations win. And organizations that win always have leaders that take them there. Leadership is change.

In the first half of 2013, Merkle launched a comprehensive survey of more than 350 leaders within large US enterprises to discover what makes change succeed or fail. In addition to asking them tough questions, we further segmented the respondents by their financials to identify high-growth vs. low-growth organizations as a likely indicator for winners and laggards. We also asked them to self-identify as to how close they were to the ideal of CRM, in other words, whether or not they were doing a good job implementing a customer-centric business strategy, in their own opinion. Both of these cuts gave us a window into what drove successful change.

352 respondents completed and analyzed in

1H 2013

Cross-industry sample spanning banking, insurance, travel, media, entertainment, communications, retail, and

high-tech

>50% are C-level or above; all are AVP+

Broad representation

across Sales, Operations, Marketing, Finance and IT

US $1 billion in revenue and higher, with

about a quarter > $50 B

Evenly split between b-to-b and b-to-c

(25%+ are both)

www.merkleinc.com/transformation

DAVE PAULUS | E XECUTIVE VICE PRESIDENT | [email protected] 1 .877.9MERKLE | MERKLEINC.COM | © 2014 MERKLE INC.

Data Results Appendix

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Q1: Compared to your industry peers, describe your organization’s performance over the past 24 months excluding M&A impact.

n = 352

Q4: Think of your organization’s MOST significant initiative from the past 36 months where the goal was to better identify, engage, sell to serve, and/or retain customers based upon their value. The initiative does not have to have been a success for you to select it for your answer. Please remember your choice as we will refer back to it over the next few questions. Which best describes the scope of the initiative?

n = 352

Q2: What have been your organization’s MOST important customer goals over the past 24 months? Select up to three.

n = 851

Q3: What are your organization’s MOST important customer goals for the next 24 months? Select up to three.

n = 832


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Q5: Who made the decision to pursue this initiative?

n = 284

Q8: In the context of the initiative, to what degree do you agree or disagree with each of the following statements?

n = 352

Q6: What were the major organizational responsibilities of the single executive that drove the decision to undertake the initiative you selected? Select all that apply.

n = 38

Q7: What were the major organizational responsibilities of the executives that drove the decision to undertake the initiative you selected? Select all that apply.

n = 419



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Q9: In the context of the initiative, to what degree did your organization perform the following steps as part of your approach? (1 of 2)

n = 352


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Q10: In the context of the initiative, to what degree did your organization perform the following steps as part of your approach? (2 of 2)

n = 352



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Q11: Please rate your organization. How well do you think your organization is able to perform the following?

n = 352

Q12: How well do decision makers in your organization understand your customers?

n = 352

Q13: Please rate the employees in your organization. Overall, how well do you think employees are able to perform the following?

n = 352


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Q14: Which best describes how senior management regards the use of customer insight in your organization?

n = 352

Q17: What are the PRIMARY challenges to your organization’s ability to identify, engage, sell to, serve and retain customers based upon their value and better than competitors. Select all that apply.

n = 754

Q15: Select the activities creating the greatest value for your organization as of today. Select up to five.

n = 1230

Q16: Select the activities which you predict will create the greatest value for your organization in 2015. Select up to five.

n = 1239



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Q18: Where are customer analytics ROUTINELY performed in your organization? Select all that apply.

n = 936

Q20: Where does the centralized customer analytics function sit in your organization?

n = 327

Q22: Imagine an ideal organization that fully utilizes customer insight to identify, engage, sell to, serve and retain customers based upon their value and better than competitors? How close is your organization the ideal?

n = 352

Q19: Is customer analytics performed by a shared centralized group in your organization?

n = 352

Q21: To what degree is your organization satisfied with the customer analytics services provided by the centralized group?

n = 352


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Q23: To whom does your organization primarily market its products or services?

n = 352

Q24: Which best describes your organization?

n = 352

Q25: Which best describes your organization’s primary industry?

n = 352



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Q26: Which are principal geographies where your organization conducts business with customers? Select all that apply.

n = 987

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About MerkleMerkle, a customer relationship marketing (CRM) firm, is the nation’s largest privately-held agency. For more than 20 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. By combining a complete range of marketing, technical, analytical and creative disciplines, Merkle works with clients to design, execute and evaluate connected CRM programs. With more than 1,700 employees, Merkle is headquartered near Baltimore in Columbia, Maryland with additional offices in Boston; Denver; Little Rock; Minneapolis; New York; Philadelphia; Pittsburgh; San Francisco; Hagerstown, MD and Shanghai. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.

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