With “as and when necessary”, no more, no less
What makes a brand become a consumer favourite? Cheetah research shows that consistency is a big driver, with 80% of respondents saying they have a favourite brand as it provides a consistent customer experience. Seventy eight percent say it’s down to being rewarded for their loyalty. Glomb cites “acknowledgement of a customer’s actions beyond just purchases” as a critical factor here, which also ties into other important factors such as being treated as an individual, and striving to develop a relationship with them. “So, listening is a major factor,” reiterates Glomb. “You can’t [build] a relationship by just talking at them.”
In terms of brand communication, Glomb says that frequency should be based on individual factors, which again makes the customer feel seen. “If customers typically make a repeat purchase every six months, don’t inundate them with targeted emails or retargeted ads right after they’ve made a purchase.”
“More than half of consumers, 51% to be specific, describe the relationship with their favourite brand as they ‘communicate as and when necessary’. Now that’s a sweet spot. And you really only learn through progressively getting to know your customer.”
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Glomb says that, overall, “consumers are frustrated with the lack of personalised messaging they’re receiving, with 49% of them feeling irked by irrelevant content or offers from brands – that’s actually a 17% increase from last year.”
Brands often do this by inferring information. For example, messaging consumers time and time again based on the purchase of a single item (which could incidentally be a birthday gift for someone else). “You need to know your customers better than a single transaction and the practice of inferring or trying to deduce what your customers want can really be a customer turn off,” says Glomb. He also states that the key to avoiding this is to focus on the correct data. “[Personalisation means] delivering, value, relevancy and creating meaningful experiences to individuals based on their own preferences and that explicitly shared data – not third party or inferred data that may have been bought, sold or collected.”