How is your company managing the customer experience? We asked our clients how they were monitoring and managing their customers’ preferences and data. Here’s what they told us...

1. The Journey to Trust™
A Survey on Trends in Managing the
Customer Experience
October 2014

2. What is The Journey to Trust™?
Earning your consumers’ trust is the
marketing Holy Grail: the key to
profitable, sustainable growth. But the
journey to trust takes time.
Standard Register believes that the
distribution of relevant content, in the
format consumers prefer, is key to building
brand preference and loyalty. We asked
our customers what their businesses were
doing to monitor and accelerate the
journey.
Here’s what they told us…

3. How do you measure customer
satisfaction?
The top three methods were:
1. Customer Service Center Feedback
2. Online Surveys
3. Social Listening
28.7
24.7 21.6 18.5
6.5
Customer
Service
Center
Feedback
Online
Surveys
Social
Listening
Internal
Sales
Feedback
Net
Promoter
Scores

4. Who manages your customer
lifecycle?
Organizations measure customer
satisfaction in many ways, yet a quarter of
them have no formal program for
managing a customer’s entire lifecycle.
 33% say multiple departments are
responsible
 29% have a dedicated department
 25% have no formal program
 13% leave lifecycle management to
their sales representatives

5. Do you have a 360-degree view of
your customers?
More than half lack a 360° view of their
customers.
Yes Want to get there
No plans for it Don't know
43%
17%
33%
7%

6. Do you have a data governance
model?
Data governance ensures that certain
processes are followed when dealing with
customer information. More than a third
of organizations don’t have a model for
data governance in place.
63.70%
36.30%
Yes No

7. How personalized are your
communications?
Nearly a third of respondents can’t
customize communications, even to a basic
extent; while more than half of respondents
lack the ability to dynamically customize
their customer communications.
 46% have dynamic customization
 30% have no customization
 24% use basic programs like Mail Merge to
personalize

8. How do employees get company-branded
materials?
Only a small percentage use a formal
system to manage content distribution.
 46% use the company intranet
 32% either don’t know or don’t have a
system
 11% produce their own materials when
needed
 6% use a content management system
 3% use digital asset management
 2% use their CRM system

9. How important is print in your
communications?
Since print is the preferred medium for
customers in certain situations,
organizations need better ways to manage
customer communications preferences offline
and online.
 49% say it’s very important: customers still
prefer certain communications in print
 40% say it’s somewhat important: they use
it less than a few years ago
 11% say print is not important and they’re
migrating customers digitally

10. Which describes your company?
Regional
30%
National
21%
Global
49%

11. Survey data is based on 161 completed responses.
For more information, or to learn how Standard Register can help you manage your
customer experience, contact journey@e.standardregister.com.
standardregister.com