{"id":2262,"date":"2017-08-02T09:27:36","date_gmt":"2017-08-02T07:27:36","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=2262"},"modified":"2017-08-02T09:27:36","modified_gmt":"2017-08-02T07:27:36","slug":"treue-und-loyalitaet-marken-muessen-mehr-bieten","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/en\/marketing\/2017-08-02\/treue-und-loyalitaet-marken-muessen-mehr-bieten\/","title":{"rendered":"Loyalty and fidelity: brands must offer more"},"content":{"rendered":"<figure id=\"attachment_2263\" aria-describedby=\"caption-attachment-2263\" style=\"width: 480px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2263\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator.jpg\" alt=\"\" width=\"480\" height=\"480\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator.jpg 480w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-150x150.jpg 150w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-12x12.jpg 12w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-175x175.jpg 175w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-350x350.jpg 350w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-250x250.jpg 250w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-300x300.jpg 300w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/08\/Treue-und-Loyalitaet-Marken-muessen-mehr-bieten_Organisator-100x100.jpg 100w\" sizes=\"auto, (max-width: 480px) 100vw, 480px\" \/><figcaption id=\"caption-attachment-2263\" class=\"wp-caption-text\">Customers have high expectations of brands. However, loyalty and fidelity vary from generation to generation. (Image: Fotolia.com)<\/figcaption><\/figure>\n<p>A new study by technology expert <a href=\"http:\/\/www.ricoh-europe.com\/\">Ricoh<\/a> highlights the different customer service expectations of different generations. Older customer groups are shown to be less forgiving of brands, while younger customers expect far more information when considering a purchase and in-depth post-purchase interaction to build long-term relationships with brands.<\/p>\n<p>\u00c4<strong>Older people do not appreciate brands with cumbersome purchasing processes at all.<\/strong><\/p>\n<p>The study found that 62 % of over-55s would turn their backs on brands with cumbersome purchasing processes, compared to only 43 % of 16-24 year olds. 55 % of customers in all age groups would forgo a purchase if the process proved complicated. Younger age groups, however, value the more advanced interaction with brands far more than older ones. Additional services such as the inclusion of third-party reviews and recommendations are significantly more important to younger consumers. 43 % of 16-24 year olds rated this as a factor that most impressed them when deciding to buy a brand, compared to only 20 % of 55+ year olds. It was also found that older customers were less interested in loyalty programs and incentives for frequent purchases. For only 19 % was this a captivating factor, compared to 38 % among 16-24 year olds.<\/p>\n<p><strong>\"Customers reward brands they feel valued by\"<\/strong><\/p>\n<p>Javier Diez-Aguirre, Vice President, Corporate Marketing, CSR &amp; Environment, Ricoh Europe, commented: \"Our study highlights one of the core challenges facing brands today - how to manage the diverse preferences of customers across all generations. Brands need to ensure that their customer-facing processes, platforms and technologies are spot-on with the common assessments they use to ensure continued appropriateness and optimal impact. Those that get this right will be rewarded, with 57 % of customers spending more on brands they feel valued by.\"<\/p>\n<p><strong>Information before purchase<\/strong><\/p>\n<p>Ricoh's study also found that customers are increasingly making great efforts to gather information before making a purchase. In addition to wanting third-party reviews, 33 % of 16-24 year olds and 37 % of 25-34 year olds use Facebook to engage with a brand before making a purchase. Younger consumers are also frustrated to a higher degree when it is not possible to interact with a brand via social media. This is agreed to by 50 % of 16 - 24 year olds compared to 26 % of over 55 year olds.<\/p>\n<p><em>Source: <a href=\"http:\/\/www.ricoh.ch\">Ricoh<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Eine neue Studie des Technologie-Experten Ricoh zeigt die unterschiedlichen Erwartungen an den Kundenservice der verschiedenen Generationen auf. \u00c4ltere Kundengruppen zeigen sich als weniger nachsichtig Marken gegen\u00fcber, w\u00e4hrend j\u00fcngere Kunden weitaus mehr Informationen bei der Kauf\u00fcberlegung und tiefgehende Interaktion nach dem Kauf erwarten, um langfristige Beziehungen zu Marken aufzubauen. \u00c4ltere sch\u00e4tzen Marken mit umst\u00e4ndlichen Kaufvorg\u00e4ngen gar [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":2263,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Marken","_yoast_wpseo_metadesc":"Marken m\u00fcssen mehr bieten, um sich Treue und Loyalit\u00e4t j\u00fcngerer Kunden zu sichern. \u00c4ltere Kunden bestrafen schlechte Nutzererfahrungen eher.","articlekey":"","footnotes":""},"categories":[29],"tags":[91,339,459,508],"class_list":["post-2262","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-brands","tag-marketing","tag-studie","tag-vermischtes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Treue und Loyalit\u00e4t: Marken m\u00fcssen mehr bieten - Organisator<\/title>\n<meta name=\"description\" content=\"Marken m\u00fcssen mehr bieten, um sich Treue und Loyalit\u00e4t j\u00fcngerer Kunden zu sichern. \u00c4ltere Kunden bestrafen schlechte Nutzererfahrungen eher.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/en\/marketing\/2017-08-02\/treue-und-loyalitaet-marken-muessen-mehr-bieten\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Treue und Loyalit\u00e4t: Marken m\u00fcssen mehr bieten\" \/>\n<meta property=\"og:description\" content=\"Die #Generationenfrage: #Marken m\u00fcssen mehr bieten, um sich Treue und Loyalit\u00e4t j\u00fcngerer Kunden zu sichern. 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