We live in an era marked by an excess of information. There are countless messages coming from all sides: offers, payment reminders, collections, invitations and much more. But, instead of making life easier for the consumer, this flood of communication, many times, causes the opposite effect, generating distrust, irritation and distancing between the consumer and the brands. This is something extremely detrimental to the prominence of any company, and that should be an internal priority
One of the biggest problems that ends up causing these dissatisfaction is the outdated contact databases, causing many of these messages to be sent to the wrong people, in inappropriate channels or at inconvenient times. Incorrect data leads to numerous frustrating attempts to make contact, and what is the result of that? 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 on buying from a brand after having a bad experience. Furthermore, from receiving so many offers that don't make sense, the client simply disconnects from the communication – something that does not occur solely from an operational inefficiency
When a brand approaches the user inappropriately, she undermines the credibility that took time to build, what causes lost money, inefficient campaigns and very low ROI. After all, when sending a mass communication to the wrong people, the investment will never return. Something that can, certainly, can be avoided with some daily care
To reverse this scenario, it is essential to prioritize relevance and accuracy in communication. This means, first of all, it is necessary to be sure that the message will reach the right person. Today, happily, it is already possible to cross contact numbers with the user's CPF through tools that certify that the brand's contact will be made, exactly, who does she want to talk to
Furthermore, investing in interactive and non-intrusive channels is essential. The RCS, Google messaging system, for example, allows brands to interact with their customers in a creative and efficient way, using rich content messages that include text sending, photos, gifs, it's a complete carousel all of this, in a separate inbox from the one they use for personal matters on a daily basis
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 enhance interaction and richness in communication contributes to a lower number of unwanted contacts and, consequently, a greater number of messages more relevant to your profile and needs
Для підприємств, these investments will allow for greater efficiency in the campaigns, assertiveness in contacting the right user and greater savings by avoiding messages to the wrong people
Respectful communication, in the end, it will always be the key for consumers to trust brands. To those who are facing challenges in this mission, it's time to rethink how to connect with your audience and prioritize building relationships based on user relevance, not only for brand. This is what will drive the company as a major reference in its segment, strengthening and enriching your relationship with your customers
