In today's competitive environment, cultural diversity plays a significant role.
Jieyi Situ's insight:
It's a very interesting article. Color actually relates to the culture in some degree. Different cultural groups have their own perspective of colors. For marketing, the color of a product is quite important because it gives the consumers the primary impression, so that they will raise an emotion and a thought of this product subconsciously. As a result, companies should study different cultures and make an effort to attract more customers by using different colors.
Findings from a recent survey conducted by Harris Interactive and inContact, a provider of cloud contact center software, prove companies cannot rely on brand loyalty when it comes to keeping existing customers or winning new ones.
The survey, conducted online February 11 through February 13, 2013 using a nationwide sample of 2,191 U.S. adults aged 18 years and older, examined changing consumer behavior trends and customer service preferences. Survey findings confirmed that consumers are less likely to make buying decisions based on brand loyalty, and more likely to choose a company that offers personalized customer experience options.
The survey’s key findings include:
56 percent of respondents indicated that they would be, at least, somewhat likely to switch brands based on customer service options.Women are nearly ten percent less likely than men to feel loyalty toward a brand.86 percent of U.S. adults expect brands to offer multiple options and flexible timing to interact with customer service.68 percent of respondents indicated that companies without other options than a 1-800 number seem outdated.25 percent of U.S. adults do not feel loyalty toward any type of brand.
When asked which types of communication methods are most important, 96 percent of respondents felt it was important for companies to have email communication. A 1-800 number option was a very close second with 95 percent of respondents indicating that it was important for companies to have live reps available for customers to contact them by phone.
84 percent of the respondents aged 18 to 34 said that it was important for a company to have apps for mobile devices. 77 percent of all respondents claimed online chat was an important option, and 67 percent felt that consumers should have the ability to contact companies via SMS/text messaging. 54 percent of the respondents wanted to be able to communicate with a company using social networking sites.
From the survey results, it is obvious marketers must continue to modify their methods of communication, offering multiple options based on consumer preferences. According to Paul Jarman, CEO of inContact, “The smartest companies are quickly adapting to changing consumer behaviors and needs, extending customer service beyond just phone and email to mobile apps, text messaging, chat and social media.”
This article is very easy to read and understand. Totally agree with the points that this article stated. As a consumer, I don't really care about what brand it is when I am considering to buy a good or not. The more important thing is the communication with that company and the company's atitude to the customers. As a result, a company need to know what consumers' need and what they really want, and do some survey on how consumers would like to contact with the company because consumer service is of great importance.
It's great that this article provides a lot of facts and survey results to prove the points. It is very essential for a company to see the value of buiding good relationship with its customers. So they need to realize customers' emotion.
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