79% of Americans consider personalised services more important than personalised marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 24, 2020, 10:28 AM UTC

Gladly’s 2020 Customer Expectation’s report informs of consumer expectations from the brands they purchase from.

As per the report, as personas drive marketing efforts, 79% of consumers in the US feel that personalised services are more important than personalised marketing. Brands that offer personalised services would be recommended by 77% of customers to their friends and family.

Further, 52% of consumers said they would recommend brands with personalised services on social media platforms. Personalised services help brands tailor their marketing communications as per their consumers' individual needs. 84% of consumers would “go out of their way” to spend more money on great experiences.

However, of those polled, 51% of consumers say they will switch brands after one or two bad experiences. Creating one journey or an experience can help brands offer “lifelong conversations” to their consumers.

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