TPG Brand Strategy feels that as the marketplace becomes more and more impersonal in the way companies interact with the consumer great opportunities will open up for those brands that become customer focused and understand the value of personal interaction between the brand and their marketplace. Remember that personal touch often is the decision maker on who they turn to.
Brands: You have one minute to make a loyal customer
Good news for brands: In just over one minute (73 seconds) you can build brand loyal customers. On the negative side, brands can also lose customer loyalty in the same amount of time. According to new data out from LivePerson 74% of US consumers are more likely to become a loyal brand buyer if they receive human assistance/input with questions and issues.
• 69% say they are more loyal to brands offering real time, one-to-one support
• 62% say issues should be solved in a single transaction
• 56% say they’ll come back to a brand if the brand saves them time
“The digital era is massively de-personalizing, so any time brands can engage their customers with a more personalized, human touch, it makes a meaningful difference,” said Rob LoCascio, Founder and CEO, LivePerson. “Our customers continuously push us to develop the most innovative ways to help them connect with consumers, and this research validates our belief that no matter how connected today’s consumers are, they still crave real time, human communication with their brands online, and they want it on the go, from the channel they are in.”
As for why shoppers are contacting retailers, before making a purchase one-quarter say they try to contact the brand because they have log-in issues while 41% say contact is begun because they have product-specific questions. One-third (35%) say they contact the retailers post-purchase because of issues with the item purchased.