Readers' Choice Survey 2012
For the 12th year in a row, CGT handed the microphone over to its loyal readers to identify their most valued technology solutions and services providers across 10 categories. Based on the uncensored opinions and real-world experiences of users themselves, the results of the 2012 Readers’ Choice Survey are honest indicators of how the consumer goods (CG) industry as a whole is approaching technology adoption. Here is a breakdown of the survey’s methodology and content:
Assembling the Top 10 Lists:
The category lists are determined by feedback from CG executives from more than 100 companies large and small. The ballot spanned 10 technology and service categories, including Supply Chain Planning, Trade Promotion Management, Demand Data Analytics, New Product Development and Introduction, and more. To ensure the integrity of the survey process, we asked respondents to only vote in the categories in which they are intimately involved (i.e. Supply Chain, Product Development, Sales & Marketing or General IT).
Participants were asked to identify the solution or service provider they currently use in each applicable category and rank their customer satisfaction using that chosen provider on a scale of 1 to 5 (1 being “extremely dissatisfied” and 5 “being extremely satisfied”).
The Top 10 list (or Top 8 or Top 5 list, in some cases) for each category was determined by assigning each company a combined score that consists of the sheer number of votes (indicative of their footprint in the CG industry) weighed against their average customer satisfaction rating. The companies that received the highest combined scores in each category were then ranked accordingly.
In addition, a measure titled “Category Customer Experience” tabulates the average customer satisfaction rating in a category based on all survey responses. We feel this indicates the market’s satisfaction with the solutions offered today.
Breakout Favorites:
In addition to our Top 10, Top 8 and Top 5 lists, CGT recognizes companies in each category that received special accolades from readers in the following areas:
• Customer Experience: This recognition identifies the one company that received the highest average customer satisfaction rating from users in its respective category.
• SMB Market: This recognition identifies the most used and valued solution or service provider in a category among CG firms with revenue equal to or less than $1 billion. The methodology for this recognition follows the same methodology of the larger lists. The winner had the highest combined score of sheer number of votes weighed against its average customer satisfaction rating.
The Editors’ Pick Section:
The 2012 survey contains 10 categories, but some companies do not fall within the lines drawn due to size and/or focus. In response, an “Editors’ Pick” section was created to recognize companies with unique offerings that support supply chain, sales and marketing and innovation strategies of CG companies.
The 2012 survey contains 10 categories, but some companies do not fall within the lines drawn due to size and/or focus. In response, an “Editors’ Pick” section was created to recognize companies with unique offerings that support supply chain, sales and marketing and innovation strategies of CG companies.
Survey Demographics
Executives from more than 100 CG companies pitched in to determine the results of this year’s survey. Here is how the respondent base breaks out in terms of company size and job function.
What is your organization’s annual revenue?
60% More than $1 billion
40% $1 billion or less
For all participants, which of the following describes your area of expertise?
28% Supply Chain
33% Sales & Marketing
9% Product Development
30% General IT (all of the above)
For participants from small to mid-sized companies, which of the following describes your area of expertise?
23% Supply Chain
38% Sales & Marketing
11% Product Development
28% General IT (all of the above)