4 keys to improve your communication and create meaningful customer relationship.
People do not consume products or services in the same way they did in the past. One must to take into consideration the brand or company image, should they want to create brand loyalty. You need to move From Transactional to Meaningful Customer Relationships.
Havas Group's "Meaningful Brand’s" report shows that people wouldn’t care if 74% of the brands they use every day just disappeared. They also say that 60% of the content produced by companies is poor, irrelevant or failing to deliver. It’s no longer enough to build great products since people don’t buy what you do but why you do it. How you do things is equally as important seen as it embodies your brand’s purpose in real life. “A consumer is willing to spend more money on your brand if they consider it a meaningful brand,” said Maria Garrido, international marketing director for Havas.
A meaningful brand offers three types of value to consumers: marketplace benefits, which includes the value delivered by its products; personal benefits, such as what a brand does for individual customers; and collective benefits, which includes what the brand does for society as a whole.
Here are 4 things that you should take into consideration when improving your brand loyalty :
1)Don’t Think Big — Think Meaningful
When you deliver content that people are interested in, you can see big increases in engagement. Meaningful content makes for meaningful interactions. People engage, through likes, clicks and shares, and are even more likely to engage again with you in the future.
2)Making positive, emotional connections
Another way to create meaningful interactions is to create content that resonates with your target audience on an emotional level. Content that ignites positive emotions in people leaves a good impression and can lead to affinity for your brand. This content shouldn’t push a product or service. Instead, it should be a show of a brand’s understanding of some elements of their target audience’s life.
3) Build Trust
In many ways, what you are doing is building trust with the people you connect with — trust that you understand their needs, and trust that when they have a problem or a question, what you supply to them will be helpful. You consistently give them content that is relevant to their interests, and they associate your brand with quality content. Trust is the most important element of meaningful interactions.
4)Creating Shared values.
To be qualified as a shared value, there must be an identifiable economic benefit to the company as well as measurable impact on a social or environmental issue.
Shared value considers the social dimension of a company, the relationship between its people, assets, products, services, investments and systems to external stakeholder groups such as communities, suppliers and supply chains, customers and regulators.
To sum up : Brands that go beyond the product and make a positive, tangible impact on what matters to us gain a greater share of our lives. These brands are rewarded with stronger attachments and deeper audience connections, which in turn, helps reinforce trust. It’s now more important than ever to effectively engage your audiences so that they will propel your brand’s values, messages and drive loyalty, recommendation and ultimately, sales. The Harvas group report shows that Meaningful Brands can increase their KPIs by up to 137%