Valentine’s Day has to do with the connection, but the new research of SAP Emarsys shows that most Australian consumers do not feel the love of the brands they support. An amazing 83% say they feel undervalued, and many question their loyalty to the brands that do not show that they care.
The customer loyalty index, based on ideas of more than 2,000 Australian consumers, reveals what makes customers return: confidence in the reputation of a brand (45%), consistency (27%) and iconic state (25%) . However, only 17% say they feel “truly valued”, exposing a great disconnection in how brands involve their audience.
But it is not too late to change things. Even with Valentine’s Day a few days away, brands can take measures to create significant connections that last far beyond holidays.
Personalization is key to loyalty
“The value looks different from each client,” says Meghann York, global marketing chief of SAP products. “SAP Emarsys helps brands to understand what matters most, be it a personalized gratitude, exclusive access to real -time products or recommendations. It is about showing customers that they are more than a transaction. “
The retailer born in Aussie City Beach is establishing the standard for custom customer and memorable experiences. Using the Sap Emarsys, City Beach Crafts client commitment platform without interruptions, relevant and human, both online and in the store.
For Valentine’s Day, the brand is to reward loyal customers with cured offers, customary and exclusive content ideas. These reflexive touches, driven by AI Insights, ensure that each interaction feels significant, even in a tight timeline. The results speak for themselves: City Beach has seen an increase in 100% income from the key channels thanks to this custom approach.
Why does it matter
Retaining customers is always easier, and cheapest, which acquires new. That is why innovative brands such as City Beach are using AI to offer personalized and high impact experiences that promote repeated purchases and defense.
From personalized email campaigns to loyalty applications and mobile wallets that connect promotions in the store and online, City Beach is demonstrating that customization feeds loyalty to the brand. SAP Emarsys research supports this: 58% of Australians are open to receiving brand messages, especially when they are personalized with relevant recommendations.
With Valentine’s Day just around the corner, brands still have time to cause lasting impression. A small gesture or strategic campaign can turn a seasonal moment into a lasting relationship. The brands that overlook these key opportunities run the risk of losing those who make the client connection a priority.
The erosion of trust
One of the most important taxpayers to this feeling of not being loved is the lack of trust. High profile data infractions, deceptive advertising instances and the perception of price filling create a climate of skepticism. Consumers are increasingly cautious with brands that seem to prioritize profits over people. This erosion of trust is a significant obstacle for brands to overcome, but it is not insurmountable. Studies have consistently demonstrated a decrease in consumer confidence towards brands, particularly in relation to data privacy and transparency (for example, ACCC reports, consumer defense groups such as Choice and Global Surveys by organizations for organizations as Edelman).
Bridge construction
Transparency and honesty are essential. Brands must be open about their data collection practices, price structures and any potential problem. Proactive communication and the will to recognize and address deficiencies can contribute greatly to the reconstruction of trust. This includes clearly explaining how customer data is used and ensuring that privacy is protected. Customer experience experts emphasize the importance of transparency and proactive communication in the creation of trust (for example, see articles and reports on customer experience the best practices of organizations such as Forrester and Gartner).
Beyond trust, bad customer service experiences can leave a lasting negative impression. The long waiting times, useless responses and the feeling of being transmitted from one representative to another contribute to a feeling of frustration and underestimal. In the current competitive panorama, the excellent customer service is no longer a luxury; It is a necessity. The investigation indicates that the negative experiences of customer service are an important driver of customer rotation (for example, studies on customer satisfaction and loyalty by quadrics and similar research companies).
Invest in well -trained customer service equipment, provide support in multiple channels and train representatives to solve problems efficiently are crucial steps. This means equipping staff with knowledge and authority to handle customer consultations effectively and empathic. In addition, customization is key. Generic marketing messages and a unique approach for all can make customers feel another number. Take advantage of data to understand customer preferences and adapt marketing messages and offers accordingly demonstrates that the brand values the individual. The benefits of personalized marketing are well documented, with studies that show higher commitment and conversion rates (for example, HubSpot marketing reports, Marketo and similar platforms).
Promote emotional connections
The desire for a genuine connection is a fundamental human need, and consumers seek more and more brands that resonate with them emotionally. The brands that focus solely on transactional relationships, prioritizing sales on genuine commitment, often lose the brand. The construction of emotional connections requires more than smart marketing campaigns. It implies creating significant interactions and experiences that are aligned with customer values and aspirations. This could involve supporting social causes, promoting online communities or simply demonstrating empathy and understanding in client interactions.
Marketing thinking leaders increasingly emphasize the importance of emotional connection in the construction of brand loyalty (for example, books and articles on brand narration and emotional marketing). Finally, it is essential to show appreciation for loyal customers. Recognizing and rewarding your sponsorship with exclusive offers, personalized messages and other gestures of appreciation can foster a feeling of loyalty and strengthen the relationship of the customer brand. Customer loyalty programs and personalized rewards are common strategies to demonstrate the appreciation and promote long -term relationships (for example, case studies on loyalty programs and customer retention strategies).
Actively requesting customer comments and demonstrating a will to act in it is another powerful way to demonstrate that their opinions are valued. Upon listening to their customers and using their comments to improve the products, services and customer’s general experience, brands can create a virtuous commitment and loyalty cycle. The feeling of not being loved among Australian consumers is a complex problem with multiple contributing factors. However, by prioritizing transparency, investing in excellent customer service, customizing customer experience, building emotional connections and showing appreciation, brands can reconstruct confidence, foster loyalty and create a stronger sense of connection with your customers . In an increasingly competitive market, these efforts are not just good practices; They are essential for long -term success.
Do you want to know more? Explore the complete Customer loyalty index For more ideas in https://emarsys.com/learn/white-ppers/customer-loyalty-index-2024-australia/
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