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What communication channels annoy your customers the most?

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8th Oct 2014
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Automated telephone services, call centres and spam are rated as the “most annoying technological communication advances of modern life”, according to research published by the reverentially-named Scottish creative group, The Wee Agency.

Perhaps unfairly overlooking the near-extinct technological wonders such as the pager or the fax machine, The Wee Agency surveyed 2,000 people across the UK to collect their thoughts on modern technological communication methods.

Despite automated telephone services being ranked as the worst service, respondents stated smartphones to be the best technological advance, with social media seen as the best platform for engagement with a brand.

52% of people who use social media cite offers and discounts as the key factor in driving their engagement with brands, while content was also high on the agenda (42%), as well as social customer service.

When asked what they didn’t like about brand interaction on social media, respondents cited too much spam (46%), slow response to enquiries (40%) and irrelevant posts (38%).

“We commissioned this research because we recognise that there is still a great deal of confusion about the opportunities presented by digital marketing and the value it represents,” said Nathalie Agnew, PR and marketing director at The Wee Agency.

“Traditional marketing agencies have been slow to respond to the new opportunities that digital communication presents.  Smaller, specialist agencies have sprung up to address this new market and, as a result, in-house marketing teams are often dealing with many suppliers.  It can be a confusing picture with online and offline communication models competing against each other.

“These results show that by understanding these preferences and expectations and adapting digital communication strategies accordingly marketers will be able to secure real competitive advantage.  We hope that, instead of competing with traditional offline communications, organisations will have the information they need to leverage the best of online and offline to create a cohesive and compelling communication strategy.”

Retail and food & drink were rated as the sectors perceived to be best at digital communications, while agriculture and construction were rated worst.   

When buying a product for a business need, email is rated as the best communication method by 35% of respondents, with in-person just behind (25%) and 15% preferring the telephone. 

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