Quality staff are key for a firm’s marketing success, a new survey has found.

In Connection’s survey of what made the most difference to consumers, friendly, knowledgeable staff came out top, making customers four times more likely to buy a product or service than average.

“These findings help to emphasise how much we, as consumers, appreciate the value of convenient access and intelligent response, to the extent that it makes us over four times as likely to buy from organisations that treat us in that way,” said Connection chief executive Graham Ede in Precision Marketing.

Marketing campaigns can often focus on celebrity endorsements, but Connection found that this could have a negative effect, with glitterati-backed campaigns polling 58 per cent below average.

Even loyalty cards were not deemed to be that good a marketing scheme, at two per cent below average.

Instead, this research suggests that promotion of a staff’s customer service value could be key to a successful marketing campaign.ADNFCR-8000151-ID-17728860-ADNFCR

Related Topics: General Marketing