More than 70% of the attributes that lead to customer satisfaction are related to trust, and not just product or service quality, points out R/GA
A survey by R/GA with 13,500 consumers in the United States, concentrated in the technology, financial services, retail and hospitality segments, presents an overview of how relationships between people and brands are being built.
More than 70% of the attributes that lead to customer satisfaction are related to trust, and not just the quality of products or services. In addition, in how brands help customers to achieve purchase motivation.
Personalized experiences are key to satisfying and retaining customers. However, this satisfaction is not only built on the ease of use or access to the product, there needs to be constant exchange of value from understanding all the digital signals and creating a sense of community to generate recurrence, says Giacomo Groff, VP, executive director of Strategy, Media and Marketing Science at R/GA.
It was from the analysis of these data that the agency outlined six attributes that most impact and can contribute to brands generating greater or lesser satisfaction to consumers.
According to the old adage, the first impression – or first purchase – is an extremely important moment for building relationships. Among the best brands cited in this evaluation, 80% of the participants have positive thoughts and feelings towards them and 83% stated that the initial experiences were positive.
Ease of use follows next because it is an attribute that helps build trust. Complex products can give consumers the impression that they are being tricked. So much so that 83.1% of the customers of the most qualified brands in the category have items and services that offer good usability. Making experiences intuitive, according to the study, increases commitment and makes the companies’ products able to be incorporated into consumers’ daily lives.
The third element is reward, which is when brands are able to understand the main motivation for purchases and create connections. Although important, it is lacking, according to the interviewees. Only 32% of them feel they are rewarded with products and services that resonate with their personas and habits.
Communication is another key attribute for rapprochement. When it doesn’t work, it can cause lasting frustration in a customer. On the other hand, if you deliver what the consumer wants, he is 2.4 times more likely to continue the relationship. Therefore, according to the report, it is important to have answers and useful guides that can be easily accessed as a support tool.
The so-called personalization appears as the fifth attribute, which can be developed with personalized offers and actions that dialogue with the interests of consumers. When discussing the end of third-party cookies and data security, the suggestion is to work on personalization based on permission, informing how the data will be used and protected.
And, finally, the creation of communities, based on initiatives that give relevance to the actions – a high number of members alone is not enough. Groups have the potential to foster commitment, promote brand satisfaction and retention.
