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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.
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This article indicates the preferred channels of communication amongst consumers which was found via a study. It’s important that marketers realise the importance of offering a range of communication channels and are able to adapt to trends in order to meet the needs of consumers. The article states that smart companies will extend their service from just phone and email to social networking and mobile apps. A key finding identified that personalised service options is more likely to influence consumer’s decisions than brand loyalty. It’s important for companies to take note that there a number of barriers to effective communication, as communication between the sender and the receiver can be decoded in different ways. Increasing the communication channels from just email and phone to include mobile apps, social networking and chat, may allow more accurate decoding of the message between the sender and receiver. In turn, this could possibly increase the consumer’s opinion of that brand or company.
In this day in age, it is vital to have a range of different communication channles so you can target and access your exsisting and potential customers. This article discusses the need for 20th century businesses to embrace technology. "When asked which types of communication methods are most important, 96 percent of respondents felt it was important for companies to have email communication." Email has become on of the most popular methods of marketing as it is accesible 24/7, anytime and anywhere. This is not the case with the likes of direct mail marketing as you must be in one place to see it. Technology is definetly the way of the future for marketing.