Consumers are becoming increasingly jaded as a result of excessive contact from businesses, especially via email, according to a new study which reveals the so-called ‘seven deadly sins of communication’.
The Pitney Bowes report, entitled Why Some Customers are Just Not That Into You, quizzed more than 5,000 consumers about their preferences in communications with brands. It was conducted across the UK, France, Germany and the US.
Failing to provide an opt-out of emails and texts (an illegal offence), came out as the most infuriating marketing technique, with 89% of respondents claiming that this is intrusive. This was closely followed by sending customers advertising emails every week (88%). Monthly emails were considered to be intrusive by 53% of respondents, while just 23% said they would be annoyed to receive the same message by post.
The next most irritating techniques were: being requested to support a brand’s charity or ethical concerns (86%); being addressed as though you have never been a customer before (86%); being sent offers from third parties (82%); being encouraged to interact with other consumers via an online community (77%); and being invited to attend branded lifestyle events (76%).
British businesses need to tread carefully when checking customer satisfaction levels too, says the report; those companies that call their customers risk annoying 48% of them, whereas a survey form would be acceptable to three quarters (74%).
Pitney Bowes UK managing director Patrick Jelly said: “Effective customer communication management is a delicate balance of message, medium and timing. Consumers appreciate being kept updated on their favourite companies; the trick is to maintain that loyalty rather than lose it.
“Adjusting communication techniques to match customer preferences can have a hugely positive impact on success. Our seven deadly sins highlight common pitfalls that many companies encounter and the important thing to do is be prepared to use different techniques for different customers – the ‘one size fits all’ policy doesn’t work in communications.
“Email is an increasing popular medium for British businesses to communicate with customers and it’s vital that they get the balance right. As a rule of thumb, a multi-layered approach of email, post and telecommunications is the best option.”
