Customers are happy to get personalised offers from brands and expect them
Three quarters of consumers like personalised offers and products from brands, a survey has suggested. The introduction of personalised offers can boost conversion rates by up to 10 per cent, according to a report from Forrester Research.
Consumers identified multiple customer service features that lead them to have a positive experience: 47 per cent said fast response to enquiries or complaints, 46 per cent said a simple purchasing process and 34 per cent said the ability to track orders in real time.
56 per cent of customers said they would be more likely to use a retailer if it offered personalised services. This feature increases sales by around 7.8 per cent
In keeping with these statistics, 94 per cent of companies have agreed that personalisation is “critical to current and future success”.
86 per cent of marketers claim they will control the end-to-end customer experience by 2020. This means that marketers will run the full customer journey. Accordingly, the majority of chief marketing officers will become customer experience officers.
59 per cent, the majority of organisations, say that mobile devices and networks will have the biggest impact on marketing organisations by 2020, while 45 per cent said that this would also be achieved through personalisation technologies.
Furthermore, 39 per cent said that they feel the Internet of Things will have a big impact on marketing, according to the report, The Path to 2020: Marketers Seize the Customer Experience.
The survey also found that 39 per cent of customers would tell family and friends if they had experienced poor customer service.
A further 12 per cent said they would write negative reviews on consumer review websites and 11 per cent said they would post bad feedback on Facebook via their own profiles.
10 per cent would post negative comments on an online community platform and a further 10 per cent would post negative feedback on a company Facebook page.