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Marketers and consumers report a shift towards practical and transactional relationships
Brands may have ‘ over-corrected ’ in their efforts to meet consumer demand for functional efficiency , according to Twilio ’ s Relationship Economy Report 2023 . In fact , the research revealed that just 27 % of European consumers are regularly made to feel special by brands .
This coincides with the finding that consumers are prioritising expertise and efficiency over emotional connection : nearly a third ( 31 %) of consumers place a premium on expertise when contacting brands , while 24 % look for efficiency . These figures far surpass the 15 % of consumers who prioritise emotional connection .
This represents a notable shift in priorities . Just last year , the ‘ E3 formula ’ of efficiency , expertise and emotion were considered equal building blocks of customer engagement .
Sam Richardson , CX consultant at Twilio , said : “ There has been a noticeable shift towards pragmatism among European consumers . However , it appears that the pursuit of functional efficiency may be leading to more lacklustre engagements .
TO BRING BACK THE HUMAN TOUCH TO BRAND RELATIONSHIPS , MARKETERS MUST BRING TOGETHER RELEVANT DATA AND INFORMATION WITH THE ART OF ROMANCE .
“ Organisations have been adapting their strategies to deliver dependable solutions that effectively cater to consumer needs , but they must continue to deliver standout experiences that drive strong engagement and make people feel special .”
UK brands over-correcting
The ‘ over-correction ’ may be even more pronounced in the UK where consumers are the most likely to get frustrated with brands , and efficiency is therefore further prioritised .
In the UK , over a third ( 34 %) of consumers often or always feel frustrated with brands , compared to Spain ( 31 %, Benelux ( 29 %), Germany ( 27 %), France ( 27 %) and the Nordics ( 27 %).
Keeping the spark alive
As many as four in ten ( 40 %) brands are finding it difficult to keep things exciting with their customers . However , the research suggests that human interactions could be crucial to rekindling customer engagement and injecting a fresh sense of excitement into their brand experiences .
A third ( 33 %) of consumers reported that they prefer communicating with brands by calling and speaking to a human , compared to 25 % who just want the issue solved and don ’ t mind how it is dealt with .
Richardson continued : “ To bring back the human touch to brand relationships , marketers must bring together relevant data and information with the art of romance . Keeping the mystery alive and surprising and delighting consumers – whether that is through birthday offers , surprise discount codes or service upgrades – become vital elements in fostering emotional connections . By embracing excitement and unpredictability , brands can engage with consumers on a deeper level and become a true customer engagement leader .” x
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