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Poor experiences are killing brand loyalty


Mar 3, 2015, By Duff Anderson

Today customers are not as loyal as they once were giving new meaning to the phrase "window shopping"

There is no question that the Internet has touched every facet of our lives.  According to a recent eMarketer report, eight out of ten people go online regularly. In the US alone this  represents nearly 260 million daily Internet users. At work, at home or in our spare time, the internet plays an integral role in our daily interactions. With such prevalence the Internet has also transformed the way we shop. Going from one store to another is now only a click away.

The slippery slope of loyalty

The Internet has given new meaning to the phrase "window shopping". Today customers are not as loyal as they once were. According to an Accenture study cited by eMarketer, only 28 percent of shoppers in the United States identified themselves as "very loyal" to a company, while 56 percent of U.S. shoppers stated that the number of brands they considered had increased significantly in the past 10 years and nearly half said they were more likely to switch brands than they were 10 years ago.

In the digital world, the ability to browse for the perfect product at the perfect price is effortless. This is evident with 78 percent of U.S. shoppers using digital channels to research a product or service. Simply put, the high availability and interchangeability of products means that consumers are less likely to stick with a certain brand and more likely to take their time visiting multiple websites.

"Consumers want an experience that is 'highly personalized' and 'beneficial' in regard to cost and convenience."

Earning back trust and retaining customers

The Accenture findings introduce a perplexing problem. How can businesses earn consumers' loyalty back? eMarketer found that customers want an experience that is "highly personalized" and "beneficial" in regard to cost and convenience. While according to The 2015 Digital Trends Briefing Report by Adobe and Econsultancy, many marketers have realized the power of personalization and ranked it the number one way to improve the customer experience. But the challenge is how to use personalization to create the positive experiences that make a difference to the bottom line.

At iperceptions, we are creating positive experiences by feeding intent data directly into dynamic Content Management Systems (CMS) with our Active Recognition Technology. With the ability to recognize visitor intent in real-time, this allows systems like Adobe Marketing Cloud to respond and deliver personalized experiences that match what the visitor wants and needs. The key to personalization and relevant experiences is recognizing that it’s not about the person, it’s about their purpose.

Customers may be more fickle but marketers have an ace up their sleeve. The key to winning over customers and turning them into repeat buyers is by being relevant and providing a positive experience. This rests in recognizing your visitors’ intent, needs and desires in real-time to ensure you are providing the experience they are seeking. If the customer experience isn't up to scratch, shoppers are only a click away from a competitor's website.

Duff Anderson

Duff Anderson is a visionary in Voice of the Customer research with over 20 years’ experience. As SVP and Co-founder at iperceptions, Duff is responsible for providing expert advice to organizations on how to gain a competitive advantage across the customer lifecycle and improve the customer experience.

Poor experiences are killing brand loyalty


Mar 3, 2015, By Duff Anderson
|0 comments

Today customers are not as loyal as they once were giving new meaning to the phrase "window shopping"

There is no question that the Internet has touched every facet of our lives.  According to a recent eMarketer report, eight out of ten people go online regularly. In the US alone this  represents nearly 260 million daily Internet users. At work, at home or in our spare time, the internet plays an integral role in our daily interactions. With such prevalence the Internet has also transformed the way we shop. Going from one store to another is now only a click away.

The slippery slope of loyalty

The Internet has given new meaning to the phrase "window shopping". Today customers are not as loyal as they once were. According to an Accenture study cited by eMarketer, only 28 percent of shoppers in the United States identified themselves as "very loyal" to a company, while 56 percent of U.S. shoppers stated that the number of brands they considered had increased significantly in the past 10 years and nearly half said they were more likely to switch brands than they were 10 years ago.

In the digital world, the ability to browse for the perfect product at the perfect price is effortless. This is evident with 78 percent of U.S. shoppers using digital channels to research a product or service. Simply put, the high availability and interchangeability of products means that consumers are less likely to stick with a certain brand and more likely to take their time visiting multiple websites.

"Consumers want an experience that is 'highly personalized' and 'beneficial' in regard to cost and convenience."

Earning back trust and retaining customers

The Accenture findings introduce a perplexing problem. How can businesses earn consumers' loyalty back? eMarketer found that customers want an experience that is "highly personalized" and "beneficial" in regard to cost and convenience. While according to The 2015 Digital Trends Briefing Report by Adobe and Econsultancy, many marketers have realized the power of personalization and ranked it the number one way to improve the customer experience. But the challenge is how to use personalization to create the positive experiences that make a difference to the bottom line.

At iperceptions, we are creating positive experiences by feeding intent data directly into dynamic Content Management Systems (CMS) with our Active Recognition Technology. With the ability to recognize visitor intent in real-time, this allows systems like Adobe Marketing Cloud to respond and deliver personalized experiences that match what the visitor wants and needs. The key to personalization and relevant experiences is recognizing that it’s not about the person, it’s about their purpose.

Customers may be more fickle but marketers have an ace up their sleeve. The key to winning over customers and turning them into repeat buyers is by being relevant and providing a positive experience. This rests in recognizing your visitors’ intent, needs and desires in real-time to ensure you are providing the experience they are seeking. If the customer experience isn't up to scratch, shoppers are only a click away from a competitor's website.

Duff Anderson

Duff Anderson is a visionary in Voice of the Customer research with over 20 years’ experience. As SVP and Co-founder at iperceptions, Duff is responsible for providing expert advice to organizations on how to gain a competitive advantage across the customer lifecycle and improve the customer experience.

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