CUSTOMER EXPERIENCE
“ Because the creative message was grounded in real product capabilities rather than intangible claims, the campaign felt authentic and reinforced customer trust.”
True brand advocacy But once you have customer trust, how do you measure it?
It can be a challenge to understand the‘ why?’ behind customer purchasing decisions – a high repeat purchase rate could mean a customer resonates with and connects with a brand, or it could just be habit.
According to Intuit’ s Science of Loyalty report, 28 % of repeat purchases come down to routine, 20 % are because a product is available, and 3 % because it’ s inconvenient to switch.
“ Marketers must not mistake habit for loyalty,” Jeremy says.“ In this context, first-class customer experience has never been more important, and marketers must design experiences to be as frictionless as possible.”
But building up trust can make a real difference. The same research finds that 80 % of consumers say that they will only buy from a brand they know is trustworthy, 65 % say they share values with their preferred brand, and 47 % of repeat purchasers say recommendations from friends or family help them decide what to buy.
Some of the strongest brand signals come from the small, thoughtful touches that reinforce who you are. Make them smile, make them laugh, make them feel or remember something about you that day
Jeremy Jones Global Head of Creative Intuit Mailchimp
“ Genuine loyalty thrives on trust, shared values and authentic content,” Jeremy says.“ I would also call out how being consistent pays off in the long run. Consistent creative execution builds familiarity, strengthens brand recognition and improves marketing performance over time.
“ Aligning this creative consistency with meeting customer expectations and delivering quality service helps move your audience from routine repurchasing to conscious preference to true advocates.”
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