We live in an era marked by information overload. Countless messages arrive from all sides: offers, payment reminders, collections, invitations, and much more. But instead of making the consumer’s life easier, this flood of communication often has the opposite effect, generating distrust, irritation, and distance between consumers and brands. This is extremely harmful to any company’s prominence and should be an internal priority.
One of the biggest problems causing these dissatisfactions lies in outdated contact databases, leading many of these messages to be sent to the wrong people, through inappropriate channels, or at inconvenient times. Incorrect data results in numerous failed contact attempts, and what is the 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 proof of this, 65% of consumers have given up buying from a brand after having a bad experience. Moreover, after receiving so many irrelevant offers, the customer simply disengages from communication—something that doesn’t just stem from operational inefficiency.
When a brand approaches a user inappropriately, it undermines the credibility it took time to build, resulting in lost money, ineffective campaigns, and very low ROI. After all, by sending mass communication to the wrong people, the investment will never pay off. This can certainly be avoided with some daily care.
To reverse this scenario, it is essential to prioritize relevance and accuracy in communication. This means, above all, ensuring that the message reaches the right person. Today, fortunately, it is possible to cross-reference contact numbers with the user’s CPF using tools that certify the brand’s contact will be made exactly with the intended recipient.
Additionally, investing in interactive and non-invasive channels is crucial. RCS, Google’s messaging system, for example, allows brands to interact with their customers creatively and efficiently, using rich-content messages that include sending text, photos, GIFs, and a complete carousel—all in an inbox separate from the one they use for personal matters.
When a company takes care to speak to the right person, the benefits are clear. For the consumer, greater accuracy in contact, supported by technologies and systems that enhance interaction and richness in communication, leads to fewer unwanted contacts and, consequently, more relevant messages tailored to their profile and needs.
For companies, these investments will lead to greater campaign efficiency, accuracy in contacting the right user, and significant savings by avoiding messages to the wrong people.
Respectful communication, in the end, will always be the key to consumers trusting brands. For those facing challenges in this mission, it’s time to rethink how to connect with your audience and prioritize building relationships based on relevance to the user, not just the brand. This is what will propel the company as a leading reference in its sector, strengthening and enriching its relationship with customers.
