Customology-2020年澳大利亚消费者价值分析（英文）-2020.11-33页_7mb

Summary of "THE UNSPOKEN: 2020 Australian Customer Values Analysis"

Core Content

This report, titled THE UNSPOKEN, analyzes the current state of customer relationships in Australia, highlighting the need for brands to shift their focus from acquiring new customers to retaining and growing existing ones. It emphasizes that customer retention is not just a strategy but a necessity for long-term brand success.

Main Findings

• Customer Recognition is Missing: Only 57% of customers are rarely or never thanked after a purchase, despite the fact that 91% are regularly asked for feedback. This indicates a lack of appreciation for loyal customers.
• Unpersonalised Communications: Customers feel bombarded with irrelevant messages. 45% believe they are not targeted in a relevant way, and 61% feel brands are too pushy in their marketing communications.
• Lack of Trust: 74% of customers believe brands lie in their marketing communications, and 53% don't trust brands with their contact information. This highlights the importance of transparency and respect.
• Loyalty Without Programs: 64% of customers are loyal to a brand without a loyalty program, suggesting that loyalty is driven by genuine relationships, not just structured programs.
• Competitor Temptation: 82% of customers could be tempted by a competitor, emphasizing the need for brands to be more proactive in keeping their customers engaged.
• Overuse of Email: 48% of customers believe they are being emailed too often, and 51% do not receive any communication after their first purchase, despite sharing their details.
• Ineffective Loyalty Programs: Many loyalty programs are not delivering value. 25% of customers said they are loyal to a brand because they are not getting any value from the loyalty program, indicating that such programs can be counterproductive if not well-designed.
• Siloed Marketing Campaigns: Traditional, non-personalized marketing approaches are ineffective. Customers expect personalization and relevant messaging based on their preferences and behaviors.
• Need for a Customer-First Culture: Brands must stop chasing new customers and instead focus on nurturing existing ones. This includes creating a personalized, relevant, and engaging experience across all channels.

Key Recommendations

• Thank Customers First: The first contact with a customer should always be a thank you, not a request for feedback.
• Segment Customers: Use data to segment customers based on their purchase behavior, such as the RFM model (Recency, Frequency, Monetary value).
• Personalise Communications: Tailor messages to individual customer interests and behaviors to avoid being seen as pushy or irrelevant.
• Leverage Multiple Channels: Use a mix of email, SMS, phone, social media, and other platforms to engage customers in a meaningful way.
• Build Trust: Be transparent about data usage, show accountability in case of issues, and ensure that all customer interactions reflect the brand’s values and purpose.
• Avoid Spamming: Focus on relevance and frequency rather than volume. Stop sending the same message to all customers and instead create targeted, meaningful content.
• Engage in Conversations: Participate in online communities and social platforms where customers are active. Encourage and make it easy for customers to share their experiences.
• Invest in Customer Experience: Develop strong, consistent, and genuine communication strategies that reflect the brand's identity and values.

Customer Values and Expectations

• Value Appreciation: Customers want to feel valued and recognized for their loyalty.
• Relevance: They expect marketing messages to be relevant to their interests and behaviors.
• Transparency: They are more likely to trust brands that are open and honest about their practices.
• Convenience and Experience: Customers are looking for convenience and personal experiences, not just products or services.
• Social Proof: Customers are more influenced by personal recommendations than online reviews, and they are more conscious of how they spend money on non-essential items than they were three years ago.

Conclusion

The report serves as a wake-up call for brands to reassess their customer engagement strategies. It stresses that in a competitive and data-rich environment, brands must move beyond traditional marketing tactics and focus on building genuine, lasting relationships with their customers. By understanding and acting on customer data, brands can create more effective, personalized, and sustainable growth strategies that prioritize customer needs and values.