Voice of the Customer

Receiving positive feedback directly from customers is the thing most likely to make marketers happy. That’s according to new research from leading experience analytics company Contentsquare, released to coincide with International Happiness Day (20th March).

The research comes from Contentsquare’s Digital Happiness Pulse, which surveyed 500 marketing and ecommerce professionals across six countries, asking what in their jobs make them happiest. Top of the list were:

  1. Getting positive feedback directly from customers
  2. Delivering great customer experiences
  3. Exceeding business targets
  4. Innovating through new creative ideas
  5. Introducing new ways to make marketing more efficient

Despite finding joy in happy customers, many marketers (62%) remain concerned about the lingering impact of the Covid-19 crisis on their activities.

“In the past, our research has looked at what makes consumers happiest, and how digital experiences succeed or fail at delighting them,” said Niki Hall, Chief Marketing Officer at Contentsquare. Now let’s consider marketers and their happiness — the good news for marketers is that web browsing is an instant source of customer feedback.”

“Experience analytics is a bit like having a direct line to your customers: with every click, hover, scroll, tap, swipe, the customer is telling you something about your site or app — what helps them progress towards their goal, what stalls them in their journey, and everything in between. No one wants to do their job without the proper tools, and for a marketer, understanding and measuring the impact of your digital campaigns and customer journeys is critical.”

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