What You Don’t Know Can Hurt Your Brand

What You Don’t Know Can Hurt Your Brand

The more, the merrier… a phrase that definitely applies to customers. But why can some brands pull in shoppers by the truckload, while others struggle just to get their attention? A recent ‘Customer Experience Management Survey’ by Econsultancy clears up the mystery. According to the survey, successful marketers thoroughly understand their customers. Apparently, what you don’t know about shoppers definitely can hurt your brand.

The vast majority of upper-level marketers are in sync with this fact of life. The survey revealed that 74% of respondents have a strong understanding of repeat customers. Perhaps these shoppers return because they feel the brands really ‘know’ them.

New customers, however, aren’t quite as well-understood. 65% of those surveyed claim a solid understanding of this group.

Two Paths to One Goal

Not surprisingly, each of these two segments has its own needs and expectations. Savvy marketers, therefore, target each group with an individualized selling strategy.

For marketers seeking new customers, product offering was the primary way in which 54% of respondents distinguished the customer experience.  Price and tailored content also played key roles in the differentiating process.

The online experience was the key differentiator for 47% of respondents aiming for customer retention.  Additionally, 44% relied on personalization to reach existing customers.

Digging for Data

Information also drove strong connections with return customers. The most frequently-used data was mined from purchase history, with 73% of those surveyed relying on this information. Location and time also were huge, being utilized by 69% of the surveyed marketers.

If you have any questions or comments about improving the customer experience for your brand, or about any other brand-related topic, feel free to send them our way.

You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.