The reputation that a firm holds with customers could affect the success rate of their direct marketing campaigns.
That is according to the evidence of a poll conducted by customer feedback service RatePoint, which found that 87 per cent of businesses quizzed admitted that the reputation of their company was impacting on their ability to reach new customers through direct marketing.
The same study also found that 89 per cent think that a strong customer support department is the key to keeping clients once they have been acquired.
“Business owners are starting to realise that taking proactive steps in online reputation management is less costly and more effective than chasing and reacting to customer complaints,” RatePoint’s co-founder and chief executive officer, Neal Creighton, commented.
It was recently suggested that the current financial crisis could force companies to reshape their direct marketing strategies, including direct mail services.