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RESEARCH, ANALYSIS & TRENDS
SAP’s findings on how to encourage
brand loyalty
“In today's digital marketplace, customers have com- vidual buying habits and interaction preferences, while
plex, varied paths to purchasing, and equally diverse also making that information really accessible. It's both
feelings around brand interactions. Businesses need not an exciting and difficult time for brands to connect with
only a deep understanding of their customers' buying their customers, and we continue to help brands under-
habits, but also their desired forms and depths of com- stand and adapt to their customer's individual prefer-
munication with a brand along every step of their pur- ences to put them ahead of competition and strengthen
chasing journey”, SAP explained, when releasing its customer relationships, which is the main goal."
Customer Journey Poll, a survey aimed toward helping
organizations improve their understanding of customer SAP found three distinct personas that surfaced from
happiness and encourage brand loyalty.
the poll data: The "virtuous" customer who patronizes
companies that have values to which he or she relates;
The October poll of more than 3,000 Americans, ages
18 and older, provided insight into what makes custom- the "invested" customer, who loves to interact with
ers loyal to a particular brand. To improve overall en- companies and often seeks guidance and information;
gagement and loyalty, brands should take into consider- and the "ignored" customer, whose inquiries about a
ation their customer's preferred method of communica- product or service sometimes get delayed or ignored.
tion, research methods and values they hold at highest By understanding which customer falls into which per-
importance SAP advices. Key results of the poll include:
sona, brands will have the ability to deliver content that
customers consider most important and, in turn, im-
Brand values: Nearly one-third of respondents prove overall engagement.
(30%) cited "shared values" as a reason they are
loyal to a brand; "Consumer products companies and retailers under-
Email outreach: While email was cited as the most stand that value is created every time you improve the
popular way to communicate with companies, al- customer experience. SAP is committed to helping
most half of customers (48%) said they had prob- companies delight their customers by improving the
lems with delayed or no responses to email; experience wherever it takes place" said Pat Bakey,
Customer support: More than half of those sur- global head of Consumer Industries, SAP. ◊
veyed (54%) would like — or may like — an offer of
help before they have to ask for it; By MediaBUZZ
Personalization: 69% would like personalized in-
formation about a brand's products;
Product quality: 75% said a product or service's
quality contributes to their brand loyalty;
Internet presence: 72% of respondents said they
research products and services online.
"We've heard the notion of the customer being in the
driver's seat over and over again and these results real-
ly drive that point home," said Jamie Anderson, global
senior vice president, Customer Engagement and Com-
merce, SAP. "The message is clear: Brands must not
only provide the best possible customer service, but
also truly invest in learning about each customer's indi-
16 Asian eMarketing November 2014 - Cross-, Multi-, Omni-Channel & Everywhere Commerce
