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Customer loyalty lies in personalisation: Salmat

Customer loyalty lies in personalisation: Salmat

Communications and marketing company suggests connecting with customers using their channel of choice, such as social media.

The link between personalisation and customer satisfaction lies in understanding more about the consumer as a person, according to Salmat.

Consumer marketing solutions CEO, Peter Anson, said today’s consumers are “drowning in information” and their inboxes are often clogged with emails.

“The challenge lies in understanding more about the consumer as a person and their habits, and being able to direct relevant and targeted messaging to the consumer,” he said.

Anson said increasing customer loyalty and satisfaction is reliant on how consumers engage with an organisation.

“The key is in making the customer feel special, and the only way you can do that is if the message is highly targeted and personalised,” he said.

“When you get a piece of marketing communication from an organisation, you want to feel as if they know who you are.”

Keeping the customer loyal

Another important point Anson highlights with customer loyalty is to target consumers across their channel of choice.

In addition to traditional means of communication such as physical mail, phone and brick-and-mortar presence, new channels are available via mobile, tablet or desktop computing.

Anson said it is important to communicate with the consumer via their channel of choice.

“Young consumers are doing everything over social media, and what is relevant is their communication channel of choice,” he said.

Consumers' method engagement or interaction with a brand or retailer now tends to be on social media.

“It is not their only way of being targeted, but it is their preferred one,” Anson said.

Read more: EstarOnline targets growth in NZ and Oz

Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.


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