One of the common claims that brands have used in recent years to reach their consumers has been to pick up the phone and call their consumers. The idea has worked since the telephone became popular and has been maintained despite the passage of time has led to the emergence of new ways to reach consumers and new methods of communication that are much more efficient and better viewed. Despite the fact that the possibilities are increasing and more varied, brands have not resigned themselves to forgetting the telephone and direct calls as a way to reach and win over the consumer. But is this an adequate strategy? Are there not just a few reasons to quarantine phone calls as a method of seducing consumers Israel Mobile Database? It is one of the methods that gets the most criticism You don’t have to be a brand strategy lynx or do a complex market study to see it.
You just have to browse the internet (or ask a couple of friends, for that matter, what they think) to see it: Consumers hate phone calls from brands. The criticisms are usually habitual, recurrent and furious. You just have to see what public image telecommunications operators have and what are the reasons why consumers criticize them. Their calls to offer better terms and services are usually high on the list. It is highly invasive There is little consumers can do with a phone call. The phone rings in the most personal place of consumers. Many times the calls of companies that try to call consumers and sell them something occur on the landline, which makes the consumer receive the call at home. The telephone call of the brands thus becomes an element that takes the consumer by assault when he least wants to be disturbed and that is also practically inevitable.
It is not like the advertising you expect in your mailbox, which although annoying can be quickly discarded, nor is it like the advertising impacts you receive in the media, which can be ignored. The phone will not stop ringing until it is answered. The protocols of the brands are often very deficient Despite the fact that phone calls are a marketing method very little appreciated by consumers, brands have not done much to make them more pleasant either. The protocols to be followed are often very poor and make the consumer who has to endure that call feel even more tense. Strategies based on call automation are often frowned upon by consumers. There are, for example, the calls with an artificially generated voice that warns that telecommunications conditions have improved in the neighborhood and that the consumer feels the urge to hang up once they simply hear the hello good morning with which they begin.
Then there are those calls made by a system that waits for the consumer to pick up the phone and answer to put an operator on the other side, which often leaves the consumer repeating say over and over again until the system understands that they have picked up the phone Brother Cell Phone List. Leaving calls in the hands of human operators is not always very efficient for brand image. The insistent operators, the heavy ones , are not the best when it comes to establishing a good relationship with the consumer. The alternative is not the best either: being hung up at the same moment you start saying that you are not interested makes the brand responsible for the call not quite like you. New generations value calls differently In addition, as generational changes occur, the perception of telephone communication also changes.
Perhaps for consumers born and raised decades ago the telephone was simply a way of communicating and one that put them in contact with many and very diverse people. For younger consumers, the telephone is not a way of communicating with the world in general but a way of speaking with those who are closest to them. The telephone implies a certain intimacy and proximity. According to one of the latest Pew Research Center studies on teens and communication, teens see phone calls as a way to communicate with their closest friends. According to the conclusions of the study, in fact, adolescents do not consider phone calls as a formula to communicate with their new friends but rather reserve it for those with whom they have a much closer relationship.
To communicate with those with whom they have much more superficial relationships, adolescents use much less direct or intimate methods of communication, such as text messages. And if phone calls are seen as something to communicate with those who are very close and close to the interlocutor from a sentimental point of view, betting on cold knocking on consumers can be seen in a very inaccurate way. It usually has a bad effect on the brand image And all these realities make calls as a method of courting consumers not the most efficient or the most positive. Consumers are not only tired of receiving calls they do not want but they are also increasingly critical of the brands that make them and also clearer when it comes to including those companies in the lists of brands for which they do not feel a special devotion. Picking up the phone and calling the consumer often has a detrimental effect on brand image.