ID :
198211
Sat, 07/30/2011 - 13:34
Auther :
Shortlink :
https://oananews.org//node/198211
The shortlink copeid
RELEVANT MARKETING, TIMELY MESSAGES VITAL TO CREATE CUSTOMER LOYALTY
SINGAPORE, July 30 (Bernama) -- Power, credit card, mobile phone and
housing loans, just to name a few, are some of the bills a regular Malaysian
receives in their mailbox every month without fail.
Most try to pay those bills on time.
But, what about those who do not? Today's consumers are prioritising which
bill to pay and which to put on hold for another few weeks.
To ensure on-time payment, companies must create trust with their customers,
said Lee Gallagher, Director for Precision Marketing, InfoPrint Solutions
Company
"What does it take to create customer loyalty? The answer lies in marketing
with relevant and timely messages in utility space," he told Bernama.
Gallagher said the findings of a recent study revealed that customers were
more likely to put off paying their utility bills when they had a tight budget.
"They consider utility payments as less urgent than other bills such as
housing or mobile phone bills," he said, adding that to make utility payments a
top priority, customer needs must be met.
With utility bills come fees and extra costs with each bill, and customers
are finding themselves disputing charges more than before.
"They expect reliable service for the extra hassle and grief," said
Galagher.
The study also revealed that top customer complaint was about service
outages and interruptions, long wait times for customer service representatives
and increased costs without increased service.
Customers want more information related to their service, such as tips and
helpful content to help their bill cost decrease or payment options.
An impressive 40 per cent of the customers interviewed indicated that they
purchased products recommended by their utility companies.
"Customers are receptive and looking for information. Utility companies
must take advantage of this with the tools and information they have to build
relevant and targeted content for their customers.
"When a utility company shows its customers how they can save, chances are
customers will make their payments on time because they feel cared for," he
explained.
Hence, Galagher said receiving utility bills were not merely a discreet
demand for immediate payment but a statement that helps customers understand the
value they are paying for.
-- BERNAMA
housing loans, just to name a few, are some of the bills a regular Malaysian
receives in their mailbox every month without fail.
Most try to pay those bills on time.
But, what about those who do not? Today's consumers are prioritising which
bill to pay and which to put on hold for another few weeks.
To ensure on-time payment, companies must create trust with their customers,
said Lee Gallagher, Director for Precision Marketing, InfoPrint Solutions
Company
"What does it take to create customer loyalty? The answer lies in marketing
with relevant and timely messages in utility space," he told Bernama.
Gallagher said the findings of a recent study revealed that customers were
more likely to put off paying their utility bills when they had a tight budget.
"They consider utility payments as less urgent than other bills such as
housing or mobile phone bills," he said, adding that to make utility payments a
top priority, customer needs must be met.
With utility bills come fees and extra costs with each bill, and customers
are finding themselves disputing charges more than before.
"They expect reliable service for the extra hassle and grief," said
Galagher.
The study also revealed that top customer complaint was about service
outages and interruptions, long wait times for customer service representatives
and increased costs without increased service.
Customers want more information related to their service, such as tips and
helpful content to help their bill cost decrease or payment options.
An impressive 40 per cent of the customers interviewed indicated that they
purchased products recommended by their utility companies.
"Customers are receptive and looking for information. Utility companies
must take advantage of this with the tools and information they have to build
relevant and targeted content for their customers.
"When a utility company shows its customers how they can save, chances are
customers will make their payments on time because they feel cared for," he
explained.
Hence, Galagher said receiving utility bills were not merely a discreet
demand for immediate payment but a statement that helps customers understand the
value they are paying for.
-- BERNAMA
