New research commissioned by Ricoh has shown the real affects of junk mail, both digital and paper, has on the European consumer, with 84 percent saying they are prepared to take action against brands.
The main culprits were shown to be the public sector, financial services, utilities and healthcare which, with the exception of utilities, were also seen to be the most trustworthy to handle customer data. Those companies sending irrelevant and non-personalised communications are likely to lose customer loyalty, trust, and spend with 65 percent feeling less loyal to a brand, 63 percent spending less, and 57 percent stopping being a customer all together.
David Mills, CEO of Ricoh Europe said, “brands need to tread carefully not to scupper the effectiveness of vital communication channels. Consumers want to feel like a company has taken the time to get to know them as an individual and stop bombarding them with both confusing and meaningless information.”
With 6 in 10 consumers saying that junk mail is as frustrating and their daily commute, the majority (64%) believe more could be done to tailor communications and 8 in 10 would even share personal data to make this happen.
David adds, “to do this, businesses need to streamline how they collect, distribute and manage data to ensure its consistent use across all channels. Information provided by customers setting-up their account or store-cards, for example, should be used to create promotional offers and updates that are not only personal to the individual, but also highly relevant to their circumstances.”