Trends Report

What Customers Really Think About Their Database Marketing Service Providers

May 16th, 2011
Dave Frankland, Vice President, Research Director
Dave Frankland Vice President, Research Director
With contributors:
Suresh Vittal , Caitlin Souther , Molly Murphy

Summary

In our recent study of database marketing service providers (MSPs), we found that MSPs exist in a diverse vendor ecosystem but enjoy significant customer loyalty. While most firms prioritize deep business understanding and strategic contribution, they tell us that these are among the areas of lowest satisfaction. Bottom line? Marketers must go beyond vendor-speak to check customer references in order to understand tangible business contribution.

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