Insincere or non-existent communications can alienate customers, according to new research. Image courtesy of: sxc.hu
Research conducted by customer communications experts
Pitney Bowes has revealed that consumers are becoming increasingly jaded as a result of excessive contact from businesses, especially via email.
The Pitney Bowes Report
Why Some Customers are Just Not That Into You, which was conducted across the UK, France, Germany and the USA, asked more than 5,000 consumers about their preferences in communications with brands and identified the seven most intrusive and annoying communication techniques used by companies.
Patrick Jelly, managing director of Pitney Bowes UK, said: “Effective customer communication management (CCM) is a delicate balance of message, medium and timing. Consumers appreciate being kept updated on their favourite companies; the trick is to maintain that loyalty rather than lose it.”
Failing to provide an opt-out of emails and texts (an illegal offence) came out as the most infuriating marketing technique, with 89 per cent of respondents claiming that this is intrusive. This was closely followed by sending customers advertising emails every week (88 percent). Monthly emails were considered to be intrusive by 53 percent of respondents, while just 23 percent said they’d be annoyed to receive the same message by post.
The next most irritating techniques were: being requested to support a brand’s charity or ethical concerns (86 percent); being addressed as though you have never been a customer before (86 percent); being sent offers from third parties (82 percent); being encouraged to interact with other consumers via an online community (77 percent); and being invited to attend branded lifestyle events (76 percent).
British businesses need to tread carefully when checking customer satisfaction levels too; those companies that call their customers risk annoying 48 percent of them, whereas a survey form would be acceptable to three quarters (74 percent).
Patrick Jelly continued: “Adjusting communication techniques to match customer preferences can have a hugely positive impact on success. Our seven deadly sins highlight common pitfalls that many companies encounter and the important thing to do is be prepared to use different techniques for different customers – the ‘one size fits all’ policy doesn’t work in communications.
“As our research revealed, small changes can have big impacts, both in terms of customer satisfaction and gaining useful information for the company.
“Email is an increasing popular medium for British businesses to communicate with customers and it’s vital that they get the balance right. As a rule of thumb, a multi-layered approach of email, post and telecommunications is the best option.”
The 7 deadly sins of communication:
- Failing to provide an opt-out of emails and texts.
- Sending customers advertising emails every week.
- Requesting that customers support your brand’s charity or ethical concerns.
- Addressing customers as though they have never been a customer before.
- Sending offers from third parties.
- Encouraging customers to interact with other consumers via an online community.
- Inviting customers to attend branded lifestyle events.