What is it that Customers Really Don’t Want?
31 August, 2012 at 5:53 pm Tim Roberts ARTS Australia 1 comment
Most marketers presume that customers want more “engagement” — interacting as much as possible with them and building relationships. BRW explodes three myths commonly espoused by marketers with research into 7,000 consumers:
MYTH #1: MOST CONSUMERS WANT TO HAVE RELATIONSHIPS WITH YOUR BRAND.
Not everyone wants a relationship with a brand they suggest that, in fact, 77% save that honour for friends and family.
MYTH #2: INTERACTIONS BUILD RELATIONSHIPS.
Nope, shared values build relationships and that is built by clear communication of purpose that smacks of authenticity, not hype.
MYTH #3: THE MORE INTERACTION THE BETTER.
‘Fraid not, there is no demonstrable correlation between interactions and propensity to repurchase.
It makes an interesting wake up call.
Entry filed under: CRM, Customer Service, Loyalty, Permission, Privacy. Tags: CRM, Customer Service.
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offshore bank account | 10 September, 2012 at 6:20 am
Shifting consumer behavior and expectations are profoundly impacting the way financial institutions deliver services across all banking and billing/payment channels. Consumers have different habits and preferences about which channels they use to accomplish different financial tasks. They also expect information about transactions completed via one channel to be readily accessible via another, and expect to be able to initiate a transaction in one channel and complete it in another. And while some needs are best met by the branch, the teller or the customer service counter, for everyday needs consumers generally prefer self-service via the fastest growing channels — mobile and online.