An exclusive survey conducted by Zenvia Inc. (NASDAQ: ZENV), which enables companies to create personal, engaging, and seamless experiences throughout the customer journey, reveals the main terms and behaviors of consumers on Customer Day. The study, based on the interaction between the client portfolio and end users, revealed that between August 15th and September 21st, more than 280,000 communications were recorded in reference to the commemorative date . The study also indicated that WhatsApp now accounts for the majority of these actions, with over 63% participation , leaving email in second place.
“WhatsApp has gone beyond being just a relationship channel and has become a strategic business asset. The preference of brands for the app on Customer Day proves the potential for proximity and conversion that it brings on critical dates for sales and loyalty ,” explains Gilsinei Hansen, VP of Business and Marketing at Zenvia .
Offers dominate, but there's room for loyalty programs.
The survey also shows that promotional appeals predominate: on Customer Day and Customer Week, 88% of messages were associated with offers and discounts . Messages congratulating consumers on the date were the choice of the minority. This is evident in the most prevalent words: day, customer, and off, in reference to discounts offered during the period.
“This data highlights the opportunity to mature the strategy. Consumers already expect offers and feel more valued when they perceive genuine attention from brands. Therefore, the next step is to move away from dependence on discounts and offer communication that focuses on loyalty,” reinforces Hansen .
Preference for 'Customer Day'
The analysis also identified organizations' preference for terms that reference the seasonal date. The highlight is, in fact, 'Customer Day' , with almost 145,000 interactions , 84% of which were sent via WhatsApp .
Next comes 'Customer Week' , with 100,500 registrations, 51% of them via WhatsApp.
Meanwhile, 'Customer Month' and 'Consumer Month' had little impact, accounting for less than 1/5 of the volume of the seasonal period, according to Zenvia.
“The message is clear: Customer Day has already entered the sales calendar, and WhatsApp is the engine of this connection. Whoever manages to go beyond discounts and transform the date into a moment of genuine experience and relationship with the consumer will come out ahead. This is the competitive advantage that we are already seeing happen in the market,” concludes Hansen .
