Today with the choices of brands, products, services, channels, and marketing techniques the average consumer is exposed to the risk of disenfranchising a consumer due to a bad brand experience increases. This article and research speaks directly to that issue. Today it is so important to deliver to the consumer a consistent brand and product story at every opportunity we have to connect with the consumer. Read this and you may understand more fully this relationship. The Page Group works with our clients to assure this alignment is in place, and we try to connect our consumers more closely with the brand thru delivering on the expectations of the consumer first.
The Biggest Mistakes Companies Make With Their Customers
American consumers don’t feel that their relationships with businesses are improving, according to a new study [download page] from Thunderhead.com. Among the intriguing study findings: one-quarter of customers would switch to a different provider on the basis of a single negative experience, and about 1 in 5 would never re-establish trust in a provider after a significant negative experience. Respondents to the study seem particularly irked by overbearing and irrelevant communications, as well as slow response times.
Indeed, some 45% would definitely or consider changing a provider as a result of receiving communications they consider an invasion of their privacy, while 30% share that sentiment about receiving information that is inaccurately targeted,, and 28% about being treated with a one-size-fits-all approach. Only 1 in 5 or fewer wouldn’t have some type of negative response to these mistakes.
Those results bring to mind findings from a Janrain study released earlier this year, in which almost all respondents claimed to have received information or promotions not relevant to them, with more than 9 in 10 developing an unfavorable attitude to the company or taking some kind of action to limit the messaging in response.
Meanwhile, more than 9 in 10 respondents to the Thunderhead.com study would have an unfavorable reaction to companies responding too slowly to their inquiries. They might want to consider a platform other than Facebook if they’re looking for quick responses…
The results are the latest in a string of research pieces indicating that brands are failing to adequately engage consumers. A study by Responsys found about one-third of consumers claiming to have “broken up” with a brand due to receiving poor, disruptive or irrelevant marketing messages. And late last year, an Edelman study discovered that few consumers feel connected with brands.
Overall, just 41% of customers responding to the Thunderhead.com study feel that they even have a relationship with their suppliers, and only an additional 15% would like one. In order to foster better relationships with their customers, businesses should focus on better communications and offering more value, per the report. That’s because 84% of customers have a positive impression of businesses that communicate with customers in the channel of their preference, and 82% feel favorable towards information and deals presented to them at exactly the right time.
About the Data: The data is based on interviews conducted by Populus among 2,026 adults (18+) online in the USA between 11 and 18 September 2013. Results have been weighted to be representative of all US adults.