Consumers call for greater personal relevance from communications with brands

Published on 30 May 2013 by in Latest News

CIM for personalised customer communications Consumers call for greater personal relevance from communications with brands

While two thirds of consumers saw an increased volume of promotional offer messages from brands this April compared to a year ago, only 52 per cent felt the offers were relevant to them.

This finding, revealed within a report by branding agency Corke Wallis, implies many companies are failing to use CIM data to personalise their communications with consumers. As a result, businesses may be losing valuable opportunities to forge strong connections with customers, particularly since the survey also found 40 per cent have unsubscribed from a brand mailing list in the past three months.

As a spokesman for the agency behind the report comments, “Brands are bombarding consumers with messages that are based on a best guess and the results are almost always disappointing.”

More significant still, 86 per cent of respondents are actively interested in the opportunity to access real-time offers tailored to their preferences; 14 per cent even willing to pay for such a service. This suggests that beyond saving companies the cost of sending out miss-targeted messages, using CRM insight to alter the communications they send consumers could even represent an additional source of income.

Sixty per cent of consumers cited supermarkets as the most adept brand category at adapting their service to fit the needs of each consumer. This is of little surprise considering the well-established loyalty card schemes employed by Tesco and Sainsbury’s to generate comprehensive data profiles of their consumers’ purchasing habits. Morrisons and Asda have also investing in CRM schemes this year.

Collecting data is only the first step towards providing individually tailored communications though, and as the report highlights, for many brands, the biggest hurdle appears to be knowing how to turn insights into actionable results.

Contact numero to learn more about how CIM services enable brands to create a more personal, relevant level of service for their customers.

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