According to Salesforce fourth edition of the “State of the Connected Customer” report, 54% of customers say marketing messages aren’t as relevant as they’d like.
We’ve all been there and received an email, ad or offer that was clearly based on some broad customer segmentation, but the content is completely irrelevant or just tone-deaf. It certainly doesn’t instil confidence or loyalty. And it leaves you wondering if the company knows anything about you at all.
That seemingly harmless transgression may have been easy to pass off in the past. But customers expect so much more these days. And they’re prepared to move to a competitor who can give them the customer experience they demand.
So as a business, how do you keep on top of that? How do you craft relevant communication that makes every customer feel understood and valued?