Anna María Hurtado.- At a time when competition based on price and quality is no longer the sole determinant of customer loyalty, Corporate Social Responsibility (CSR) has emerged as a differentiating factor taken into account when making purchasing decisions. Indeed, I believe that more and more customers are demanding better service, greater transparency, the removal of barriers, clear language, respect for their rights, and ethical behavior from companies toward their employees and the community. Thus, CSR should aim to meet the expectations of customers and society.
Social responsibility practices add value to a company, and at Alares we maintain that they should be strategic for the organization. Consumers are increasingly willing to reward companies that adopt socially responsible behavior. We are at a point where society acts as a judge in the market in which any company operates. To a greater extent, customers are looking for the products and services they buy, regardless of their nature, to benefit society and repay the trust they have placed in the brand when making a purchase.
Every consumer decision is inherently emotional. According to Nielsen data from 2014, 93% of consumers are positively influenced by a company being socially responsible. As a result, if customers are offered services that appeal to their emotions and are also socially responsible, the formula for business success is guaranteed.
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Consumers reward companies’ responsible actions.
Exclusive interview with Anna María Hurtado, Marketing and Communications Director at Alares.
“Social responsibility practices add value to a company, and at Alares we maintain that they should be strategic for the organization. Consumers are increasingly willing to reward companies that adopt socially responsible behavior.” These are some of the ideas that Anna María Hurtado, the company’s Marketing and Communications Director, will defend on September 22 at the 11th Marketing and Communications Meeting in the Insurance Sector. She emphasizes that Corporate Social Responsibility “is a differentiating advantage that gives the company additional value,” and the data confirms this. “We have data that allows us to state that promoting CSR improves public perception by 4% and increases the brand’s image as an employer by 33%.”
On September 22, you will be speaking at the 11th Marketing and Communications Meeting in the Insurance Sector. Broadly speaking, could you explain how Corporate Social Responsibility can help companies retain customers?
Anna María Hurtado.- At a time when competition based on price and quality is no longer the sole determinant of customer loyalty, Corporate Social Responsibility (CSR) has emerged as a differentiating factor taken into account when making purchasing decisions. Indeed, I believe that more and more customers are demanding better service, greater transparency, the removal of barriers, clear language, respect for their rights, and ethical behavior from companies toward their employees and the community. Thus, CSR should aim to meet the expectations of customers and society.
Social responsibility practices add value to a company, and at Alares we maintain that they should be strategic for the organization. Consumers are increasingly willing to reward companies that adopt socially responsible behavior. We are at a point where society acts as a judge in the market in which any company operates. To a greater extent, customers are looking for the products and services they buy, regardless of their nature, to benefit society and repay the trust they have placed in the brand when making a purchase.
Every consumer decision is inherently emotional. According to Nielsen data from 2014, 93% of consumers are positively influenced by a company being socially responsible. As a result, if customers are offered services that appeal to their emotions and are also socially responsible, the formula for business success is guaranteed.
Read more
Anna María Hurtado.- At a time when competition based on price and quality is no longer the sole determinant of customer loyalty, Corporate Social Responsibility (CSR) has emerged as a differentiating factor taken into account when making purchasing decisions. Indeed, I believe that more and more customers are demanding better service, greater transparency, the removal of barriers, clear language, respect for their rights, and ethical behavior from companies toward their employees and the community. Thus, CSR should aim to meet the expectations of customers and society.
Social responsibility practices add value to a company, and at Alares we maintain that they should be strategic for the organization. Consumers are increasingly willing to reward companies that adopt socially responsible behavior. We are at a point where society acts as a judge in the market in which any company operates. To a greater extent, customers are looking for the products and services they buy, regardless of their nature, to benefit society and repay the trust they have placed in the brand when making a purchase.
Every consumer decision is inherently emotional. According to Nielsen data from 2014, 93% of consumers are positively influenced by a company being socially responsible. As a result, if customers are offered services that appeal to their emotions and are also socially responsible, the formula for business success is guaranteed.
Read more
