LONDON, March 12, 2015 /PRNewswire/ --
Personas show how to react 'when brands don't know who is calling'
Call-based Marketing Automation company ResponseTap has released new research into the customer journey, developing five core personas which offer valuable insights to who 'unknown customers' are for brands.
When an 'unknown' customer browses your website and calls, how do brands react as part of an omnichannel strategy? It is critical for brands to start connecting the online part of the journey with the offline channels, such as the contact centre. Knowing if the 'unknown' on your site resembles a 'Perfectionist' based upon their behaviour enables you as a brand to direct the phone call to the right agent at the right time. Do you really want to put an 'Ain't got timer' through a long menu and self-selection before they speak to a human being?
Among the five personas are also the 'Socialites', the 'Impulsives' and the 'Panic Buyers', who - through ResponseTap research - have been selected through ways in which consumers go about researching, checking and buying products. In an increasingly multi-channel world, consumers tend to do all the legwork when researching products and services often engaging brands offline much later in the customer journey.
ResponseTap's research shows that 80% of all respondents are 'cautious buyers', but crucially this is a characteristic that filters into a number of the personas. Where someone is 'cautious', they may be a 'Perfectionist' or they could be a 'Socialite' - as they will either look to check their facts, or talk across social networks about choices. This shows a discernible crossover in personas due to the nature of the customer and their shopping habits. The remaining 20% of respondents labelled themselves as 'impulsive buyers', feeding directly into the 'Impulsive' persona.
"As part of an omnichannel strategy, marketers are drowning in data and struggling to leverage what they already know to improve the experience they provide to customers," explains Bhavesh Vaghela, Chief Marketing Officer at ResponseTap. "Alongside these personas, our eBook enables brands to learn what really matters to each customer and how to provide them with better service all the way through their purchasing journey, especially as customers bridge the online world with offline channels."
ResponseTap Call-based Marketing Automation takes call tracking to another level and amplifies the depth and breadth of data across the end-to-end customer journey creating relevance and insight at every click. The addition of the telephone call to your online metrics lets you see the whole journey, adding valuable sales attribution back to marketing while improving the overall customer experience. Over 1,600 brands use ResponseTap - including AON, Hiscox, TUI and Today's Business.