We live in an era marked by an excess of information. Countless messages are arriving from all sides: offers, payment reminders, charges, invitations, and much more. But, instead of making the consumer's life easier, this flood of communication often has the opposite effect, causing distrust, irritation, and distancing between the consumer and the brands. Since this is extremely detrimental to any company's prominence, it should be a top priority internally.
One of the biggest problems that ends up causing these dissatisfaction is outdated contact databases, leading many of these messages to be sent to the wrong people, through inappropriate channels, or at inconvenient times. Incorrect data leads to numerous failed contact attempts, 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 CX Trends report, as proof of this, 65% of consumers have already given up on purchasing from a brand after having a bad experience. Furthermore, from receiving so many nonsensical offers, the customer simply disconnects from the communication – something that doesn't happen solely due to operational inefficiency.
When a brand approaches the user inappropriately, it undermines the credibility it took time to build, resulting in lost money, ineffective campaigns, and very low ROI. After all, when sending out mass communication to the wrong people, the investment will never pay off. 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, above all, that it is necessary to ensure that the message will reach the right person. Today, fortunately, it is already possible to cross contact numbers with the user's CPF through tools that ensure the brand's contact will be made exactly with the person they want to speak to.
Furthermore, investing in interactive and non-intrusive channels is essential. RCS, Google's messaging system, for example, allows brands to interact with their customers in a creative and efficient way, using rich content messages that include text, photos, gifs, and a full carousel. All of this is in a separate inbox from the one they use for everyday personal matters.
When a company focuses on speaking to the right person, the benefits are clear. For the consumer, greater accuracy in this contact, supported by technologies and systems that enhance interaction and communication richness, contributes to fewer unwanted contacts and, consequently, a higher number of messages more relevant to their profile and needs.
For companies, these investments will allow for greater efficiency in campaigns, assertiveness in contacting the right user and greater savings by avoiding sending 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 building relationships based on relevance to the user, not just the brand. This is what will propel the company to become a major reference in its segment, strengthening and enriching its relationship with its clients.
