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  "documentTitle": "The CMO Survey The Highlights and Insights Report February 2022",
  "authorId": "EY",
  "authorName": "Deloitte",
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  "notes": "Part of The CMO Survey series.",
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      "text": "Marketers report that superior product quality (ranked as the top priority by 31.3%), excellent service (22.0%), and trusting relationships (14.3%) will be their customers’ top priorities in the next year.",
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      "text": "product quality priority: 39.3%",
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      "text": "Diving one level deeper, a similar trend emerges when restricting to Consumer Packaged Goods companies, where product quality increased from being identified as the top priority by 0.0% of CPG companies in February 2020 to 39.3% just two years later. In February 2020, 45.5% of Consumer Packaged Goods companies identified superior innovation as their customers' top priority, a percentage that dropped to 10.7% as of February 2022. This trend aligns with the fact that consumers leaned into tried-and-true brand name products during their stress-induced pandemic shopping, pushing companies to shift funding away from innovation and into their core product lines.",
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      "text": "Marketers report that superior product quality (ranked as the top priority by 31.3%), excellent service (22.0%), and trusting relationships (14.3%) will be their customers' top priorities in the next year. These findings are relatively consistent with those found in August 2021, but when comparing them to those reported pre-pandemic (February 2020), we see an increased emphasis on product quality (+39.7%). This is especially true within the B2C Product sector, where product quality increased as the top priority from 7.4% to 39.3%.",
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      "text": "Marketers report a drastic decline in the use of channel partners over the last decade, moving toward disintermediation and coming to market alone. The companies that continuing to use channel partners are Consumer Packaged Goods companies (80.0%) and large companies with $10B+ in sales (76.2%). Services companies and smaller companies, on the other hand, are significantly less likely to use channel partners",
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      "text": "Given this shift towards prioritization of product quality, it is no surprise that the vast majority of marketers believe that their customers trust their brand above the industry average. B2C and B2B Service companies have the strongest belief in their customers' trust, rating themselves as 8.2 and 8.1 on a scale from 1 to 10, respectively.",
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