Irrelevant communications, both online and paper-based, are a huge annoyance for more than two-thirds of consumers in Ireland and the UK, who consider a quarter of what they receive to be junk.
Nearly half (47%) of consumers even see junk mail as more frustrating than their commute to work.
The research, commissioned by global IT services company Ricoh and carried out by Coleman Parkes, examined the relationship between brand communications and customer loyalty.
The inundation of irrelevant communications and junk mail is pushing consumer loyalty in the UK and Ireland to breaking point, with the majority (84%) ready to take action against brands.
Consumers are suffering from being unable to sift through the flood of irrelevant information. Nearly one in five (17%) have missed a payment deadline and 22% have been unsure how much they owe for a service or even missed offers they were entitled to (33%).
Two-thirds (69%) of consumers in Ireland and the UK report feeling less loyal to a brand spamming with irrelevant information, whilst a similar number would also spend less (68%) and even go so far as to stop being a customer completely (57%).
Nearly a third (32%) of consumers have moved their custom elsewhere, another fifth (22%) have complained to a service provider, and over one in ten (14%) have taken their complaint to an authoritative body.
Director at Ricoh Ireland & UK, Chas Moloney says, "Irish consumers are clearly saying ‘enough is enough’ when it comes to the irrelevance and high volume of communication sent out by brands and service providers. In the digital age, it has never been more convenient to instantly communicate with customers, but it is equally just as easy to spam.
"Brands need to find that crucial middle ground - communicating regularly and effectively without alienating customers. In today’s competitive landscape, businesses must do more to listen to their customers and provide a tailored, quality standard of communication - whether paper-based or digital, to ensure consumer loyalty."
Source: www.businessworld.ie
