70% of consumers appreciate brands that seek feedback and provide personalised customer service

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 23, 2019, 10:54 AM UTC

Deloitte Digital surveyed 1000 consumers to note the impact of emotions on long-term customer loyalty.

The survey found that 70% of consumers are accepting of brands that include feedback and personalised customer service as part of a two-way relationship between them. Where 54% of consumers wanting a brand’s response to a negative post within three days, 59% don’t want the brand to respond to a positive post on social media.

58% of the respondents described their feelings towards their favourite brands with terms like “love,” “happiness” and “adoration”. These emotional factors impact customer loyalty.

According to the survey, more “rational” considerations such as price and same-day delivery and social responsibility are crucial factors in the initial stages of a brand relationship, their importance reduces gradually as emotional connections become necessary.

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