A majority of IT buyers (85 percent) think too many sales calls and emails from technology brands make them less likely to purchase from a vendor they're loyal to, according to a new report from Spiceworks, a professional network for IT.

Feeling bombarded by emails and calls is just as likely to deter brand loyalty as a security issue with a vendor, the study noted.

"It's no surprise that IT buyers react to value; they want reliable products, a fair price, and timely customer support, which all helps build a great brand experience," said Sanjay Castelino, vice president of marketing at Spiceworks.

But if vendors are continuously sending them irrelevant products and information despite low engagement rates, “you're starting in a hole that you'll have to dig out of to eventually build brand loyalty," Castelino said.

Spiceworks surveyed 535 IT professionals in November 2017 in the United States and the United Kingdom. In terms of how loyal IT buyers are to their current technology vendors, the results show more than 70 percent are loyal to their server, virtualization, and networking vendors. About 65 percent are also loyal to their computing device and security vendors.

However, they're least loyal to their cloud-based service providers (47 percent) and their IT outsourcing/consulting partners (52 percent). When examining what drives brand loyalty among IT buyers, the results show that more than 95 percent of IT buyers think great customer support, consistently fair pricing, and a history of reliable products are important to driving brand loyalty. Ninety-one percent also think access to technical experts at a company is important.

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