Source: The CMO Survey (Duke University’s Fuqua School of Business) [pdf]
Notes: US CMOs believe customers prioritize superior product quality and excellent service over low prices, according to the survey, which asked CMOs to focus on their largest sales revenue market and rank the top priorities over the next 12 months for customers in that market. In fact, CMOs feel that a trusting relationship is as important to consumers as low prices. Interestingly, compared to the prior iteration of the survey (conducted 6 months earlier), CMOs are less likely to feel that customers are prioritizing quality and more so service.
Related: Consumers’ Most Frustrating Customer Service Experiences
About the Data: The CMO Survey is conducted online twice a year. The latest survey was fielded from July 22 to August 12, 2014. The survey had 351 respondents, of whom 89% were VP level or above.
