Brands must build better relationships to maintain customer interest. Customer retention, rather than customer acquisition, is a growing marketing trend forced on brands by the coronavirus pandemic, according to a new global study.
Entitled, The Power of Brand Relationship Design, the R/GA report is based on responses from 16,000 consumers across the globe.
Commitment goes both ways – 60% of customers are unsure if they would make the same purchase decision if given the opportunity to do it again. They’re not committed, in part, because brands aren’t committed to them.
Seamlessness is essential – 75% of customers don’t just enjoy, but expect, a seamless experience across all devices and channels. Brands must surpass these expectations to win over and win back lasting customers.
The need for personalisation – 87% of respondents are looking for some degree of recommendation or curation from the brands they’re buying into. Customers want their unique needs and goals to be seen and supported in a way that works for them.
Delivering the right customer content is vital in proving commitment and adding value to brand relationships as well as supporting personalisation.