Customer communication in focus – results of the survey

The findings from the heller & partner survey “Customer communication in focus“ are highly interesting. How do experts valuate the role of customer media if they are receptors and users themselves? – This was the central question of the analysis. 67 decision-makers and marketing experts took part in the survey. The findings at a glance:

Communication channels:
wish and reality per contra
63% of the informants quoted that they are mostly connected via email. Direct mailings come a close second (32%), customer magazines rank third (28%). The customers’ wishes are different: 41% of the informants quoted that they prefer to be connected via customer magazines. 34% prefer email newsletter. Very few people like to be connected via direct mails and e-paper offers.

Customer magazines have a clear
advance regarding quality
Regarding the quality of media formats customer magazines had a clear lead. 63% of the informants perceived a customer magazine as high quality. Email newsletter (15%), direct mails (10%) as well as e-paper offers (7%) achieved a lower value.

Intensive use of media
The intensive use of customer media was confirmed by the informants. 69% spend 5 to 15 minutes on a customer medium, 23% even 15 to 30 minutes.

Clearly confirmed:
the high dialogue and sales performance
of customer media
A bit less than half of the informants have already contacted the customer support due to dialogue offers in a customer medium; the majority of them have contacted the customer support via email. And over 75% of the informants have already bought a product or made use of a service because of customer media.

The company website is perfect for online offers
The company website is the first place to go in the internet. 81% of the informants use the website to get informed. Social media offers are used by only 15% of the informants.

Key factor ort he future:
personal control of topics
What wishes do customers have regarding the customer communication of the future? The majority recommend a stronger individualisation. 63% of the informants would like to choose the topics they get information on themselves.