When it comes to caring for customers, there are three Rs that matter: Reach, Respond and Retain. Customers know what they want at each stage. They consider the best brands to be those who pay closest attention to their needs. They would spend more with brands that make them feel valued and believe a brand should pay most attention to them during a sale, while post-sale focus is also vital. The vast majority say that a difficult transaction would put them off buying again from the same company.
Brands must balance personalising their communications with regard for consumer privacy.
According to the Triple R research, conducted by Censuswide and sponsored by Ricoh, brands need to strike a balance between offering an experience to customers that makes them feel valued while avoiding being too intrusive in their interactions.
Despite typically having more resources available, only a small minority of consumers in Europe feel larger brands care more about consumers than SME businesses.
By investing in technology to personalise communications and improve the speed and efficiency of their customer services, SME brands can pull further ahead and distinguish themselves from their larger rivals.