We live in an era marked by excessive information. There are numerous messages coming from all sides: offers, payment reminders, collections, invitations and more. But instead of facilitating the life of the consumer, this flood of communication often causes the reverse effect, generating distrust, irritation and distance between the consumer and brands. This is something extremely harmful to the prominence of any company, and that should be a priority internally.
One of the biggest problems that ends up causing these dissatisfaction is in outdated contact bases, causing many of these messages to be sent to the wrong people, in inappropriate channels or at inappropriate times. Incorrect data lead to numerous failed attempts to contact, and what is the result of this? A consumer who no longer wants to answer calls, open emails or interact with brands in general.
According to a report by CX Trends, as proof of this, 65% of consumers have already given up buying from a brand after having had a bad experience.In addition, both receive offers that do not make sense, the customer simply disconnects from communication 'something that does not occur only from an operational inefficiency.
When a brand approaches the user inappropriately, it undermines the credibility that took time to build, which leads to lost money, inefficient campaigns and very low ROI. After all, by triggering mass communication to the wrong people, the investment will never return. Something that can certainly be avoided with some daily care.
To reverse this scenario, it is essential to prioritize the relevance and accuracy in communication. This means, first of all, that you must be sure that the message will reach the right person. Today, fortunately, it is already possible to cross the contact numbers to the user's CPF through tools that certify that the contact of the brand will be made, exactly, with whom she wants to talk.
In addition, investing in interactive and non-invasive channels is key. RCS, Google's messaging system, for example, allows brands to interact with their customers creatively and efficiently, using content-rich messages that include texting, photos, gifs, and a full carouselall of this, in a separate inbox from the one they use for personal everyday affairs.
When a company cares about talking to the right person, the benefits are clear. For the consumer, the greater assertiveness in this contact with the support of technologies and systems that increase interaction and richness in communication contribute to a smaller amount of unwanted contacts and, consequently, a greater number of messages more relevant to your profile and needs.
For companies, these investments will allow greater efficiency in campaigns, assertiveness in contact with the right user and greater savings in avoiding messages to the wrong people.
Respectful communication, in the end, will always be the great key for consumers to trust brands.To those who are facing challenges in this mission, it is time to rethink how to connect with their audience and prioritize the construction of relationships based on relevance to the user, not only for the brand. This is what will boost the company as a great reference in its segment, strengthening and enriching its relationship with its customers.
