20 Jan 2015
LONDON There are subtle differences when using the old fashioned phone to sell travel to men and women, according to new research by Call-based Marketing Automation company ResponseTap.
The latest studies indicate that when marketing to women, it is important to be relatable and thorough in communications.
However when marketing to men, a speedy approach with concise messaging wins the day. This new research sheds light on breaking some of the gender myths around the purchase process especially when a phone call is involved.
inside no 5Female consumers feel more confident about using the phone as part of their customer journey than their male counterparts, compared to purely transacting online.
Nearly four in five (79%) of women said that speaking to a well informed person on the end of the line that solves their problem was the most important thing about calling a company.
When it comes to speed and efficiency, just over one third (34%) of all respondents asked said that a well informed agent would make them more likely to purchase.
Alongside this, 33% of men said they would be inclined to make a decision faster, showing that males value the fact that a phone call can be a quick and easy way to solve an issue – and lead to a swifter sale.
“In the battle of the sexes, there is a misconception that women tend to rely on the phone more than men, however our research shows that men gain just as much value from the phone call, just in different ways.
“Neither gender avoids them – and the majority of both sexes find a call extremely useful during the customer journey,” explained, ResponseTap chief marketing officer, Bhavesh Vaghela.
The findings of the research, carried out as a major piece of international research in August 2014 polling 4,000 US and UK consumers, reveal that on the whole the phone call still plays a critical role at point of sale.