Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Consumer backlash over using their first names

While personalisation and loyalty are clearly essential to the success of brands on the high street, the study concluded that these aspects of marketing are also the largest threat to brands if they over-step the mark, with just under half of respondents saying they don't want to be addressed on a first-name basis.

The research, which investigated the relationship we hold with different sectors of the high street and the future of the high street as a whole, revealed a huge difference between the sexes, including:

• Women are less happy to be addressed on a first name basis than men (47.5% of women versus 41.1% of men).
• Men are more likely to be swayed by TV adverts and SMS messages. Just under help of men (48.2%) reported that TV and SMS influence their purchases, compared to only 41.1% of women.
• Women are more likely to be swayed by promotional emails. Some 47% of women said that promotional emails drove them to purchase, compared to only 36.8% of men.

The study also revealed some surprising results when it comes to those born in the 1990s:

• Card-based loyalty schemes are fundamental to a personalised service in their eyes. More than half of 18-24 year-old respondents (56.14%) stated that they felt card-based loyalty programmes were vital to a personalised service. This was more than any other age group.
• TV adverts are more likely to sway them. Despite viewing content on more devices, more 18-24 year-olds reported that TV adverts play a part in their decision to buy something (40.35%) than any other format, including online adverts (29.82%).

"Personalisation has been one of the biggest buzzwords in the industry over the past decade, but this study shows that, in fact, personalisation is a huge risk for brands. No sector is immune; all of them need to make sure that they're not being overly familiar with consumers and are actually delivering the service, experience and loyalty programme that is expected of them," concluded Steve Grout, CEO for Tangent Snowball. "The challenge will be to know where to draw the line, which requires constant discussion with consumers, something that not many brands seem suitably set-up to do without over-stepping the mark."

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)