2020AustralianCustomerValuesAnalysisTHEUNSPOKENCUSTOMERCUSTOMERSFORLIFEFullReportPublishedinNovember2020CONTENTSIntroduction4Abrandwake-upcall8Same,same,butNOTdifferent20Marketsmarter:Emailandbeyond28Thetrustimperative32Whatisluringyourcustomersaway?40$1or$1mcustomer?44Themoneymoonandpathtore-purchase48Thinklikeacustomer,growyourbrand58Conclusion622Wesoughttohearfromtheunspokencustomers,thosewhotalkwiththeirwallets,nottheirsocialmedialikes.Howbigwouldyourbrandbeifyouneverlostacustomer?Asmarketersandbrandleaders,wetendtofocusoureffortsonthefindingandnotthekeepingofcustomers.Whencompetitionislow,marketconfidencehigh,andyourbudgetsflush-thisstrategyappearstowork.Butit’snotsustainable,you’llplateau,thenfightthedecline.Whenlookingatthemassesofresearchandcase-studiesavailable,you’dbeforgivenforthinkingthataslongasyoukeepspending‘enough’onadvertising,buyingthelatesttech,releasinganapp,andfindingthemystical‘millennial’,thenyou’resetforsuccess.Therealityhowever,isverydifferent.It’sacrowdedspaceoutthere,withbrandsfightingforthecustomer’sattention-yetnoteverycustomerisworththefight.It’showwellyoukeepthemthatwillmakeorbreakyoursuccess.AsCustomologists,we’restudentsofthecustomer.Weseektounderstandwhattheyfeel,whatinfluencesthem,andhowwecanhelpbrandskeepandgrowthem.Wesoughttohearfromtheunspokencustomers,thosewhowalkwiththeirwallets,nottheirsocialmedialikes.ThisinauguralreportdeliversdirectinsightintotheheartsandmindsofAustraliancustomers;liftingthelidonwhatAussiesbelieve,feel,wantand,importantly,value.Ourresearchrevealsbigopportunitiesforbrandstogrow.You’llseethegapsinyourownstrategiesandhowtorealignyourbrandtowhatyourcustomersreallyvalue.MichaelBarnardGeneralManager&CustomologistIntroduction542,506AUSTRALIANSSURVEYEDQLD20%WA10%NSW32%SA7%NT2%ACT2%VIC25%TAS2%Location0.15%Prefernottosay50.55%Female49.30%MaleGenderAge18-25YEARS14%26-40YEARS27%41-55YEARS25%56-74YEARS25%75-95YEARS9%766OUTOF109OUTOF10CUSTOMERSCUSTOMERSARERARELYORNEVERTHANKEDAFTERMAKINGAPURCHASEAREREGULA...
