As marketers look for ways to stand out from the competition, new research suggests that they are turning to customer service to make an impact on their prospects.
Bynder recently published the “State of Branding 2019” to determine which tactics marketers are using to resonate with their target audiences. According to the research, the majority of marketers (29.9 percent) believe that “excellent customer service” is the most effective way to stand out from the crowd and engage with customers – even more than the product itself or the quality of brand campaigns.
Approximately 15.6 percent cited personalization as the top way to stand out. The majority of marketers (47.5 percent) said they are “very confident” or “somewhat confident” in their brand’s ability to create personalized experiences for their customers. Targeted marketing and advertising campaigns (30.3 percent) were considered to be the most effective personalization tactic to influence buyer behavior.
Personalization and the Advancement of Customer Relationships
Previous research suggests that personalization not only helps influence buyer behavior, but strengthens relationships with customers and prospects.
Evergage published its “2018 Trends in Personalization” report to look into how customers are responding to personalization initiatives launched by marketers. A total of 98 percent of respondents agreed that personalization helps advance customer relationships, with 74 percent saying it has a “strong” or “extreme” impact.
“As buyers are increasingly exposed to effective forms of personalization, we’re reaching a tipping point – irrelevant, cookie-cutter recommendations won’t cut it anymore,” said Evergage CMO Andy Zimmerman. “People want to engage with companies that ‘know’ them and their preferences, and marketers need to deliver.”