Social responsibility will play a bigger role in customer retention
[22 January] 2020 acted as a bit of a reset for many of us, learning to work and live in a very changed landscape has intrinsically changed our behaviours and patterns. For many years, Corporate Social Responsibility (CSR) has been a growing focus for brands, but being vocal about commitments is now more crucial than ever.
In a world where transactions and brand interactions are increasingly virtual, companies should be more distinctive than their competition. Many brands spent 2020 launching initiatives and donating money to worthy funds, however consumers are just as interested in the small gestures that companies make.
According to Global Web Index, 56% of people want to see brands put more focus on supporting people during the pandemic. High quality products and value for money remain of high importance (49% want this to remain high importance) and staff treatment is key to 44% of consumers.
In a year that saw air quality improve as a result of lower levels of vehicular and air travel around the globe, offset by more packaging and single use masks found littering oceans, environmental considerations are of high importance. Globally, 51% (GWI) of people want to see brands being eco-friendly rising to 67% in Ireland (Green means GO-OH, PML Group/Ipsos MRBI 2020).
As a company, we’re doing our bit too. There are continued environmental developments for production on classic formats, while Digital OOH minimises wastage. Solar energy powers NI’s first completely green billboard, implemented by Hughes Insurance in Newtownards.
Accountability is important
When competitors are just a click away, and prices online are easily comparable, brands should look at the things that set them apart and focus on those. Bad customer service (60%) and bad press (48%) would negatively affect purchasing behaviours.
Customers will want more that just virtue signalling and lip service, they’ll want to see action and results across all aspects of the customer experience. Small companies will find it impossible to compete with big names who made grand gestures in the early days of the pandemic but relying on the deep connection within communities can resonate just as much, if not more.
According to GWI; “Consumers want to be treated with respect more than anything. Charitable giving and eco-consciousness are important but companies who fail at customer service run the biggest risk of losing market share.” Ideally, companies would succeed at both with high value charity initiatives combined with empathetic customer (and staff) everyday interactions.
Our interactions with companies are much more meaningful now, as we make fewer personal everyday connections. Brands have an opportunity to create a positive engagement with audiences at various touch points. As a medium to communicate messages, Outdoor remains strong. Dynamic Digital and hyper localised campaigns deliver the connections people seek, helping to create the emotional connections which build brand affinity.
