Around 54% of consumers will take to social media to share a positive experience with the brand.
The latest Ogilvy data found that high-quality product is the most important factor when it comes to building brand loyalty, according to 65% of consumers. Discounts and promotional offers (60%), loyalty programme rewards (55%) and exceptional customer service (52%) follow high-quality products.
About 43% of consumers feel it is critically important for them to talk about brand loyalty programmes during customer service via phone or email. Brand website (39%) comes second to customer service. The research, conducted with Sitecore, also found that loyalty programmes must evolve to meet the ever-changing, full range of consumer needs.
Consumers are also willing to pay a membership fee to get desirable services or benefits. Brands must ensure they interact with customers in a way that makes them feel recognised and involved. Brand experiences must also give customers access to group benefits and exclusive offers.
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