According to research conducted by nvision …. being made to wait on the phone for more than 5 minutes is the most likely experience that will make consumers take their custom elsewhere or maybe even some other form of action against the company.
Over 35% of respondents rated this as the most annoying experience – with sales calls not far behind in second place.
Sending spam e-mails also figured highly for generating consumer grief with over 20% of people declaring their anger at such techniques.
Sending direct mail was mid table with just over 15% of people annoyed with receiving presumably unwanted communications. So yet more evidence that the industry must continue to improve with use of data and effective targeting.
Environmental responsibilities cannot be overlooked either: “use a lot of packaging” attracted a similar ranking to unwanted direct mail.
Knowing your customer and understanding their needs will become even more essential for organisations using direct mail. Those that can demonstrate a tailored and personal approach are likely to gain commercial advantage against their competitors. Well targeted direct mail campaigns – either as a stand alone or integrated approach can genuinely ‘keep the customer satisfied’.
