TheCustomer Quick-Take

TheCustomer Quick-Take: September 7, 2021

In the latest edition of TheCustomer Quick-Take: Some surprising stats to help guide your customer strategies, Expanding your definition of CX, Expanding your definition of Loyalty, Expanding your wariness of AI and possibly Google.

So quick.



The Closer We Get, the Further We Get

Researchers found in four studies that when consumers encounter a salesperson standing nearby, loyalty, buying intent, and spending behavior are adversely affected. I found. “As a result, consumers became more psychologically uncomfortable, resulting in lower spending. ” He said this phenomenon is even more pronounced in products that are closely related to consumer identity expression. Closely related to an individual’s identity (for example, clothing), nearby salespeople elicit a self-preserving reaction to shoppers and reduce their sales potential.


Beyond Brand Engagement

“The hook is an experience, designed to connect the user’s problem with your product, with enough frequency to form a habit. You can buy engagement, but not a product,” he added, recommending companies to follow a cycle of trigger, action, reward and investment.



Not Just the Front Line – They’re the Everything Line

Employees are fast becoming the most important stakeholder. At face value, employees are consumers of the employer brand, but the brand-consumer relationship extends much deeper in this case. Think about the last year and the role that employer brands took on in our lives. As employees we relied on them for up-to-date information, healthcare, work-from-home support, and literally invited our employer into our personal lives.



Seemless Customer Data – Not Quite Yet

Forrester found that CRM system usage over the past couple years has remained largely flat, and frankly, isn’t delivering on expectations: Less than half of executives noted that their CRM system supports the entire customer lifecycle, from discovery to engagement and retention, but nearly 80% believe it should. 73% of executives say CRM use is fragmented at their organization, with some or all departments each using their own CRM system. 50% of employees agree that since not all departments use the same CRM system, they cannot share information easily across teams.



Better Pay = Better CX

“Our data show that, for a particular class of restaurants, consumers benefit from an increase in [minimum] wage because employees are motivated and owners are motivated to provide better service,” Kadiyali said. “The discussion around minimum wage has been all around how prices will go up, and consumers will be worse off. But we find, in our research, that consumers are happier with the overall quality.”


Time to Expand Your Definition of CX

Even relatively mundane CPG companies are thinking about the end-to-end consumer journey, including consumer experience pre- and postpurchase, as they try to understand how to serve their existing consumers but also look for new ways to better meet consumer needs. The notion that there is a pre- and postpurchase experience related to a can of soda or a can of soup is a relatively novel idea, right? But, increasingly, the most forward-thinking companies are doing research across that entire journey to be able to understand the needs of consumers as they’re considering the range of options that are available to them—all the way through to satisfaction with usage and even disposal of the packaging of products.


More Why CX?

More and more, customer relationships are the key competitive battleground, and poor customer experience (CX) can quickly damage your brand’s reputation. Once customers are disappointed with a brand, only 18% will keep their business with the brand, and only 15% will recommend the brand to friends and family.



Time to Expand Your Definition of Loyalty

The classification of that value has evolved from the traditional “spend and get” programs to earning for every interaction with the brand.


Rewarding with What Matters

We all know that the majority of customers no longer want to collect points so they can get a fiver off when they’ve finally spent a hundred quid. The loyalty programmes of the future will give customers something that will make an actual difference to their lives. Health and wellbeing perks clearly fit that criterion.



Time to Expand Your Wariness of AI

A recent survey by YouGov found that 53 per cent of adults in the UK had ‘no faith’ in any organisation to use algorithms and make judgements about them.




Good Luck Navigating U.S.’ Data Privacy Mish-Mash

In most states, companies can use, share, or sell any data they collect about you without notifying you that they’re doing so. No national law standardizes when (or if) a company must notify you if your data is breached or exposed to unauthorized parties. If a company shares your data, including sensitive information such as your health or location, with third parties (like data brokers), those third parties can further sell it or share it without notifying you.


The Only Truly Privacy-Compliant Option We Have?

Google has received a lot of flack for its FLoCs, but cohorts deserve our attention because they are the only user-targeting idea currently on the table that is privacy compliant. And it’s quite likely they’ll deliver privacy-centric campaign optimization.

(If you like what you see here, you can get TheCustomer QT newsletter delivered straight to your inbox each week by subscribing here.)

Photo by Arno Senoner on Unsplash


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