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It’s functionality, stupid!

Reality check time, marketers and those at the more emotional end of the customer experience spectrum.

New research shows that Functionality is still by far the most important driver of customer loyalty.
Societal Compassion, Brand Charisma, Personal Compassion and Service are all important to consumers, increasingly so in the Covid era. However, the component parts of Functionality:
– Quality
– Ease of Use
– Reliability
– Convenience
closely followed by Price, are supreme. So, getting your product and service basics right is the key to increasing loyalty.
Simple sounding, but hard to achieve!

This is just one of many interesting statistics in the latest edition of “Customer Engagement: How to Win Trust and Loyalty” from DMA UK,Collinson and dotdigital.

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