According to a survey by the polling firm IBOPE/Zogby International for rbb Public Relations, companies have to show consumers the love in order to attract – and keep them in today’s dynamic marketplace.
Of the 2,000 adults surveyed, 83 percent are willing to spend more on a product or service if they feel a personal connection to the company. One fifth of respondents said they would pay 50 percent or more if they felt the company put the customer first.
The survey found that to stay competitive, companies are adopting marketing strategies that align with today’s new consumer perspective. Instead of chasing the competition to become number one, creating powerful customer experiences is the top priority. rbb has labeled companies leading this charge as Breakout Brands.
The research indicates Breakout Brand companies share a common strategy. They deliver services and products that trigger a response, an emotion and a reaction from customers.
Consider Zappos.com with its free return policy backed by a fun-loving customer service approach that delivers “happiness.” Or the anticipation coffee drinkers feel for Starbucks’ limited edition menu options, like the Pumpkin Spice Latte or Peppermint Mocha that signal the arrival of the holidays.
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