Brands operating via subscription services are failing to use the right platforms to effectively communicate with their customers, a new study has found.
The research, conducted by independent media agency The Kite Factory, explored the habits and preferences of consumers in the subscription space, and found that brands should be using platforms such as Facebook and WhatsApp instead of email if they want to gain more consumer support.
Out of 2000 respondents to the study, 35% said they were most likely to discuss subscription products on Facebook. Meanwhile, 27% stated they would prefer WhatsApp, and 17% said they would prefer Facebook Messenger.
Just 9% of 16-24 year olds said they prefer to communicate with a brand about subscriptions over email, compared to 18% of those aged over 55.
However, whilst 19% of brands have turned to Facebook as a method of communication with customers, respondents reported that 80% of subscription service providers still use email to communicate with them.
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According to The Kite Factory, a “key contributor” in brands failing to achieve a successful dialogue with customers is the gap between the way businesses communicate and the platforms their customers use to communicate amongst themselves.
“Understanding where customers are having conversations is just part of uncovering the full customer journey and providing an inclusive experience where people feel their needs are met every step of the way,” said Robin Trust, CEO of The Kite Factory.
Although the business tools for Facebook and WhatsApp are still young, Trust says it is important for brands to have a “voice” on those channels.
“However, it is clear from our research that the vast majority of businesses are still not there. Those who already use these channels to speak to their customers are certainly enjoying the benefits of first mover advantage.”
According to forecast data from the Royal Mail, the subscription market is set to be worth £1bn by 2022.
