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How Well Do You Know Your Customers?

May 8, 2012  
You do just what a good marketer is supposed to do: using research, you create targeted campaigns with relevant messages and excellent value. And yet, your customers don't respond. So what did you get wrong? Results from a Pitney Bowes survey of 6,000 respondents from France, Germany, the UK, and the US might have the answers you need.

"The findings are important because a few larger marketing trends amplify the consequences of effective vs. ineffective customer communications," writes Dan Kohn at MarketingProfs.

Among the trends Pitney Bowes identified:

  • With information at their fingertips, consumers can research your brand and judge the authenticity of its promise in a matter of seconds.
  • Interaction with customers is a real-time, two-way conversation in the channel of their choosing.

"Consumers are clear about what they want from their business interactions, yet many of the techniques and initiatives being deployed are simply not having the intended effect," Kohn writes.


The survey asked specific questions about communications, and learned this about:

  • Personalization. Most customers enjoy a customized website experience, but dislike phone representatives who get too chummy.
  • Frequency. While a majority of the survey's participants liked once-monthly offers, an even great majority disliked once-weekly emails.
  • Charitable promotion. A full 84% had a negative response to brands that asked them to support a charity.

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Comments

  • by Ann Sirmon Tue May 8, 2012 via web

    This article makes relevant points that I've heard from customers regarding charitable causes and frequency of contact. I also have agree with the statement about telephone solicitors getting too chummy is a major turnoff. It only takes a few seconds to do an internet search on a person, place or company today. Brand recognition is important.

  • by Ryan Wed May 9, 2012 via web

    The company I work for usually do a bi-weekly e-mail with special offers and promotions. Sometimes we do one once a week depending on the time of year. However, our numbers are all over the board. The number of clicks, opens, and our conversion rates and revenues vary so much from e-mail to e-mail that it's really hard to pin point what the problem is. Does anyone have any suggestions or ideas as to what we might do to be more successful in maintaining consistent, solid numbers?

  • by Molly Marsicek Tue May 15, 2012 via web

    At our last customer sessions with LWWA members, they mirrored this same sentiment.

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