Release Date: 29 January 2007
Release ID: 1155
Research from Connection reveals airlines customers are more likely to buy when they receive personalised, added-value customer services
(London, January 2007) New research from Connection amongst over 1,000 UK consumers has revealed that personalised customer support makes customers of airlines 4.9 times more likely to make further purchases from the company. Respondents were asked which sectors they believed to offer the most value, taking all factors into consideration. Investment companies lead followed by supermarkets and hotels, with airlines in sixth place. Bottom of the table came Utility firms with customer saying that they are just 3.5 times more likely to buy if they receive customer service excellence.
This range of uplift potential reflects the intrinsic importance or interest of the product in the consumer’s life. Investment products, such as equities or a pension, are seen as having a critical effect on one’s future. Utility products, on the other hand, are seen as a distress purchase with little intrinsic interest for the consumer until there is a service interruption. Yet at both ends of the spectrum, relevant attention to customers is felt by consumer to greatly increase their likelihood of making further purchases.
These findings follow on from a Connection research project in late 2006, which defined the key factors that consumers value most from the companies they buy from. People consider personalised, intelligent and convenient contact the most important elements of added value a company can offer. Friendliness and product knowledge come top of the list for what consumers consider real value from a company. Next comes extended opening hours or availability on the phone. Third is the ability to recognise the customer, their profile and deal with them appropriately and personally.
This insight provides organisations with a timely warning to invest in database marketing which treats customers in a personalised and intelligent fashion however they choose to interact with a company – in person, over the phone, on the web or through the mail and email. Joined-up contact is driving bottom-line results and competitive advantage.
Graham Ede, CEO, Connection, comments, “People most value the ability to contact a commercial organisation whenever and wherever convenient to themselves, and when they make that contact, be personally recognised and receive answers and targeted offers from people who know what they are talking about. These research findings help to emphasize how much we, as consumers, appreciate value of convenient access and intelligent response, to the extent that it makes us 3-6 times as likely to buy from organisations that treat us in the way.”
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