One of the issues that makes the difference in the relationship between brands and consumers is the degree of personalization of the relationships between them. Consumers want to be treated as people, as themselves, and brands have to be smart to be effective in this treatment, to know how to call consumers by name. They have to be able to launch into an experience worthy of what their customers expect of them. The question, or rather, the problem is that some believe they are doing it and others recognize that it is not true.
Businesses are failing to reach consumers because they are failing to meet one of the key expectations that consumers have set. According to Thailand WhatsApp Number List a recent IBM study, although companies know what is important to reach the hearts of consumers, the perception they have is that they are not complying.
The study, developed by Econsultancy for IBM, reaches two conclusions that collide quite dramatically. 90% of brands are convinced that personalizing the user experience is essential to achieve success. In front of them and their understanding of what they should do is what they are really doing: 80% of consumers consider that brands (the average brand is here) do not understand them as individuals. What are brands doing wrong?
The first results of the study do not seem to indicate major flaws or problems. 80% of brands believe that they have a holistic version of consumers and that therefore they have a perception of what happens in the different channels and in their relationship with them that allows them to be efficient when dealing with them. Thus, 75% believe that they are offering “superior experiences” offline, 69% believe that they do so online and 57% on mobile devices.
But although brands believe they are studying consumers well and creating superior user experiences, the truth is that they are not equally convinced when the exact messages are asked. 47% consider that they are offering relevant messages in their communication with consumers (which leaves 63% in front of them who believe they are not).
The problem is not, however, in what brands believe is happening but rather in what consumers are perceiving is happening. The general response, according to the study, when asked if brands are personalizing their brand experience is that they are not. In fact, the numbers are even bad when consumers are asked about their leading brands. Only 37% believe that they are understood by their favorite retail firm (although only 22% believe that retail companies in general understand their consumers) and only 35 that their communications are relevant.
The failure that may explain this clash of wills (brands want to but cannot) may be, according to IBM’s theory, a lack of innovation on the part of companies in the field of multichannel. Only 34% consider that they have a good strategy and do a good job of working together on user experiences on the internet and in the offline environment (although only 37% consider that they have the necessary technology to offer experiences of exceptional customer). The consumer has changed
Consumers have generally changed and they have also changed what they expect from brands. In fact, today’s consumers are willing to share their personal information, even the most private, with brands, as long as they are able to reward them with personalized and unique experiences. Thus, 38% would share their geographic data and 37% personally identifiable information. If you ask directly about the brands that arouse the most trust among consumers, the degree of goodwill when offering personal data is even higher. 72% would offer geographic information and 61% personal data.