The Unspoken Customer
2020 Australian Customer Values Analysis

We recently surveyed thousands of Aussie customers to learn how they feel about the way brands communicate with them, and how they’re rewarded and recognised. We sought to hear from the unspoken customers, those who talk with their wallets, not their social media likes.


It turns out that customers are not as loyal or as silent as you think. The insights captured revealed:

  • 74% believe brands lie in their marketing communications
  • 63% believe they should be rewarded for referrals
  • 77% believe new customers receive better incentives than loyal customers
  • 55% don’t believe they are rewarded for their loyalty
  • 82% could be tempted by a competitor

This research reinforces the importance of looking after your customers, recognising and rewarding them in a way that’s suited to their needs, not your brand’s needs. It costs a lot more to acquire a new customer than it does to retain an existing one. It’s time for a paradigm shift.


Throughout this report, we’ve included our thoughts, recommendations and ideas along with comments from market specialists to help you make the right decisions for your brand to create customers for life.