We live in an era marked by an excess of information. Countless messages are coming from all sides: offers, payment reminders, charges, invitations, and much more. However, instead of making the consumer’s life easier, this flood of communication often has the opposite effect, generating mistrust, irritation, and distance between the consumer and brands. This is extremely detrimental to any company’s visibility and should be an internal priority.
One of the biggest problems that leads to these dissatisfactions lies in outdated contact databases, causing many of these messages to be sent to the wrong people, through inadequate channels, or at inappropriate times. Incorrect data results in countless failed contact attempts, leading to what outcome? A consumer who no longer wants to answer calls, open emails, or interact with brands in general.
According to a CX Trends report, as evidence of this, 65% of consumers have already given up buying from a brand after having a bad experience. Moreover, after receiving so many irrelevant offers, the customer simply disconnects from communication – something that does not only happen due to operational inefficiency.
When a brand approaches the user inappropriately, it undermines the credibility that took time to build, resulting in lost money, inefficient campaigns, and very low ROI. After all, by sending mass communication to the wrong people, the investment will never be recouped. Something that can certainly be avoided with some daily care.
To reverse this scenario, it is essential to prioritize relevance and accuracy in communication. This means, first and foremost, ensuring that the message will reach the right person. Today, fortunately, it is already possible to match contact numbers to the user’s CPF through tools that certify that the brand’s contact will be made, exactly, with whom they want to speak.
Furthermore, investing in interactive and non-invasive channels is essential. RCS, Google’s messaging system, for example, allows brands to interact with their customers creatively and efficiently, using rich content messages that include text, photos, gifs, and a complete carousel. All of this, in an inbox separate from the one they use for personal matters on a daily basis.
When a company cares about speaking to the right person, the benefits are clear. For the consumer, greater accuracy in this contact with the support of technologies and systems that enhance interaction and richness in communication contribute to a lower quantity of unwanted contacts and, consequently, a greater number of more relevant messages for their profile and needs.
For companies, these investments will allow greater efficiency in campaigns, accuracy in contacting the right user, and greater savings by avoiding messages to the wrong people.
Respectful communication, in the end, will always be the key for consumers to trust brands. For those facing challenges in this mission, it’s time to rethink how to connect with your audience and prioritize the building of relationships based on relevance to the user, not just the brand. This is what will drive the company to be a major reference in its segment, strengthening and enriching its relationship with its customers.
