The power of consumer expectations and personalization From report

The following is the The power of consumer expectations and personalization From report recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.

With a large number of companies providing similar products and services, customer loyalty has become more important than ever before. Personalization can play a role in winning customer loyalty, with 68% of consumers saying that if a brand contacts them and establishes a personal relationship, they may become loyal customers or buy more products from the brand.

It seems that personalization has a greater impact on young consumers. Nearly 73% of consumers aged 18-34 said that when the brand creates a personalized experience in their content or communication with them, they may buy their goods or services. The same is true for most consumers aged 35-44 and 45-54 (67% each). However, among the people aged 55-64 (50%) and over 65 (45%), few people turn into buying behavior because of the personalized communication or content of the brand.

With regard to the types of brand communication that consumers think are more useful, sales or promotional e-mail marketing (58%) is the most popular, followed by e-mail marketing for new product or service notifications (37%).

When there is a problem with personalization

Although personalization is a priority for marketers, the brand is not always right. 47% of consumers received wrong or inaccurate personalized information from a brand, including recommended products that did not meet their needs (33%) or received brand communication with wrong name (15%).

These errors may have consequences. Only 13% of consumers will not take action. The most common reactions were to call customer service (27%), cancel e-mail subscription (26%), cancel service or stop buying (15%). Others spread negative experiences to friends and family (9%), delete the brand’s apps on mobile phones (9%), turn to competitors (8%), post bad comments (5%), and post their experiences on social media (5%).

Even if consumers do not take action after poor personalized experience, it does not mean that the relationship has not deteriorated. About 28% of consumers said that although they did not take any action under such circumstances, the brand had lost its credibility.

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