Consumer survey results: Will customers love or break up with you this Valentine's Day

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Consumer survey results: Will customers love or break up with you this Valentine's Day

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We all know how hard it can be to make a long-term relationship work: from the challenge of remembering your partner’s favorite things to making sure to call just the right amount of times. For......

We all know how hard it can be to make a long-term relationship work: from the challenge of remembering your partner’s favorite things to making sure to call just the right amount of times. For brands, doing great marketing is no different.

Responsys commissioned a nationwide survey of more than 2,000 U.S. adults, which uncovered how brands can maintain long-term relationships with their customers and avoid unnecessary ‘breakups.’ For more, check out: http://www.responsys.com/blogs/nsm/cross-channel-marketing/does-my-customer-love-me/

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  • 1. Will your customers love you or break up with you this Valentine’s Day?
  • 2. Responsys surveyed over 2,000 U.S. adults about their relationships with brands* >2K *Harris Interactive Quick Query Omnibus survey of 2,035 U.S. online adults, conducted January 14-16, 2014.
  • 3. 57% say the brands they love reward them for being a loyal customer with special discounts and coupons
  • 4. 32% say these brands only send offers/promotions that they are interested in
  • 5. An overwhelming 72% of consumers say that when a brand they love rewards them for being a loyal customer, it makes them want to have a long-term relationship with that brand
  • 6. However, 34% say they have “broken up” with a brand due to receiving poor, disruptive or irrelevant marketing messages
  • 7. What caused the break up?
  • 8. 53% broke up with a brand because the brand continuously sent them irrelevant content on multiple channels
  • 9. 42% say they did so because they never signed up to receive those offers from the brand
  • 10. And 33% say the break up resulted from the messages being too generic and obviously meant for the masses, not just them
  • 11. What’s more is that 59% of consumers say they sometimes choose one brand over another simply because of the marketing offer they received
  • 12. So what’s a brand to do to avoid a breakup? 4 things. 1, 2, 3, 4.
  • 13. 1. Collect cross-channel profile data to better understand your customers 10100100 101010101
  • 14. 2. Craft marketing experiences that are centered around the customer life-cycle, not standalone campaigns
  • 15. 3. Orchestrate those experiences so that they unfold in an intelligent and relevant way over time and across channels
  • 16. 4. Measure success based on lifetime customer value, not the revenue per message sent on an individual channel
  • 17. The bottom line: Mass-marketing tactics are not the way to your customers’ hearts.
  • 18. See more on the New School Marketing Blog