‘Love you too’. Improving customer relationships.

What are your consumers getting out of it?

As the pace of change increases in marketing, the traditional “push” approach has rapidly reduced in effectiveness. The socially driven power of the consumer – and the trust based on recommendations from friends (70%) and product reviews (71%) far outweigh the traditional claims by advertisers (a poor 10%). So how are consumers are thinking differently?

Critically new research has found that consumers actually want to have a relationship with a brand. In fact globally, its claimed by a startling 87%.

But in the UK, only 11% think that brands do it well.

Critically new research has found that consumers actually want to have a relationship with a brand. In fact globally, its claimed by a startling 87%.

But in the UK, only 11% think that brands do it well.

Consumers are sharing content and information about themselves, making purchases and recommending brands, but don’t feel they are getting much in return.

There is growing evidence that experiences are what consumers really value. 73% of UK consumers consider experiences to be more important than possessions. And 60% say that their experience of a brand is the biggest single factor in deciding whether to buy a product or service. Get it right and every single interaction with a brand can become a positive experience – enhancing the consumer’s impression and emotional attachment.

At the very least this is thinking through the traditional ‘touchpoints’. It’s amazing how many brands don’t actually map or understand the journey a consumer makes. But to be truly world-class it’s about ensuring that at every opportunity, an experience is created for consumers – one that they will remember for all the right reasons. It extends beyond social media. Interaction with customers isn’t enough. Today they need to experience your brand and develop a deeper relationship with it by doing so.

Recent studies have proven yet again that rational and emotional criteria must be met by delivering greater responsiveness, participation and involvement with brands. More than three-quarters (78%) say it’s important for brands to respond quickly to their concerns and complaints, while 68% want brands to communicate openly and transparently about their supply chain and just over half (52%) want to be part of the development and refinement process for new products & services.

And in a post-recessionary world – where trust is key – more society-based factors are also important. Like transparent values, commitment to community, sustainability and demonstrating a focus beyond profit. 

So if you’re not already doing so, let’s turn the telescope around and see things from a consumer’s perspective. Sweat every detail that impacts your customers. (And give cupid a chance).