SAP: Consumers say “shared values" drive brand loyalty

Walldorf, Germany -- Nearly one-third of consumers say "shared values" as a reason they are loyal to a brand. According to an SAP survey of 3,000 American consumers age 18 and older, while email was cited as the most popular way to communicate with companies, almost half of customers (48%) said they had problems with delayed or no responses to email

More than half of those surveyed (54%) would like, or may like, an offer of help before they have to ask for it.



Seven in 10 (69%) would like personalized information about a brand's products, and 75% said a product or service's quality contributes to their brand loyalty. Seventy-two percent of respondents said they research products and services online.



SAP found three distinct personas that surfaced from the poll data: The "virtuous" customer who patronizes companies that have values to which he or she relates; the "invested" customer, who loves to interact with companies and often seeks guidance and information; and the "ignored" customer, whose inquiries about a product or service sometimes get delayed or ignored. By understanding which customer falls into which persona, brands will have the ability to deliver content that customers consider most important and, in turn, improve overall engagement.



"We've heard the notion of the customer being in the driver's seat over and over again and these results really drive that point home," said Jamie Anderson, global senior VP, customer engagement and commerce, 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 individual buying habits and interaction preferences, while also making that information really accessible.



"It's both an exciting and difficult time for brands to connect with their customers, and we continue to help brands understand and adapt to their customer's individual preferences to put them ahead of competition and strengthen customer relationships, which is the main goal."