What not to do in Consumer Month: five mistakes that drive customers away

Zenvia, a technology company that offers complete AI solutions for the customer experience, lists the five mistakes that most drive customers away from shopping on seasonal dates, such as March, which is celebrated as Consumer Month. 

1. Saturate the consumer with promotional messages

The excessive sending of notifications by email or WhatsApp generates a sense of invasion. According to Deloitte report, in addition to the 28% that block the sender, another 28% cancel the subscription to the company database, 22% reassess the relationship with the brand and 20% change privacy settings. Volume is not reach; most of the time, it is the fastest way to lose contact.

2. Treat the conversational environment as an email marketing channel

Applying mass shooting logic to channels like WhatsApp is a strategic mistake.In these environments, the central metric is trust, not click.Sending offers without evaluating context destroys the channel differential.Conversational communication requires listening in place of ready answers and relevance in place of frequency.

3. Ignore the right moment and strategic silence

The most sophisticated use of data and artificial intelligence is knowing when not to interact. Strategic silence, which is the conscious decision to pause shipments at inopportune times, protects customer lifecycle value (LTV) more efficiently than high-repetition campaigns. Brands that respect this limit are seen as useful; the others as invasive.

4. Offer slow or automated attendance without context

In demand peaks, generic automatic responses convey neglect and impair the experience. Operating with agility and context in the customer preference channel is critical to retention. In this context the study Panorama Zenvia: What Makes Companies Sell More Putting the Customer in the Center, conducted by Zenvia in partnership with Opinion Box, found that 65% of Brazilian companies claim WhatsApp is the channel that generates the most conversion and 88% uses the app in its commercial strategies.

5. Promote without transparency and ignore after-sales

Hidden conditions, insufficient inventory and use of data without clear consent generate frustration and risks to the brand. As the consumer is more informed about their rights, failure to transparency and follow-up after purchase erodes trust, making it difficult to recover reputation after a poorly executed seasonal date.

“The next leap will come from the ability to integrate interactions with artificial intelligence and enterprise systems.This is the only way to turn dialogues into fluid transactions and scalable business intelligence”, summarizes Gilsinei Hansen, VP of Marketing, Business and Technology at Zenvia.