5 tips to improve your customer communications
TRANSCRIPT
5 Tips to Improve your Customer Communications
June 2015
Copyright © 2015 Scriptura Engage
Why these 4 tips for Customer Communications?
Copyright © 2015 Scriptura Engage
• Customers have always been important, but the way companies approach them has changed
quite significantly, cfr. The 4 C’s (as a variant to the 4 P’s) beginning of this century already,
and much more.
• Today, the emergence of Social Media, Big (or Smart) Data, Cloud and Mobile is causing
market disruption and customer self-consciousness. Businesses should disrupt themselves.
• It’s important for organizations to engage with their customers. A brand is no longer what we
tell them it is. It’s what they tell each other about it. In the end, engaged customers are
better advocates and more loyal and profitable.
• It’s no coincidence that Forrester is calling today ‘the Age of the Customer’.
1. Map your Customers
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• Talk to your customers: how did you find us, what appealed to you, what’s our strength …
• Analyze response to your customer communications
• Set-up the Customer Journey that applies to your business reality
• Map your customer installed base
• Analyze the outcome and Set-up a framework: Which communications do my customers need
at what time and through which channel(s)?
• Add your potential customers to the framework
• Search for a platform that enable high-volume digital communications and that can handle
complex documents
• Use an agile approach, so don’t try to cover everything at once and make a realistic plan
2. Multichannel for better CX
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• Email, print, online, mobile, social media, push notifications.
• Multichannel improves interaction with your customers.
• Learn which channels each individual customer prefers.
• Even though digital is inevitably the way to go, if your customer still wants paper, make sure
you can offer it.
• If you can’t answer to all preferences instantly, give your customers some perspective.
They will understand.
• Note that multichannel holds multi-format communications. Make sure that you
communications platform can handle that with only little or no extra effort.
• A real mobile app always has a distinctive role within the communications strategy. Don’t
just copy/paste your website features, for example. Make sure it has added customer value.
3. Care for your Brand
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• Your brand is one of your most critical assets. Look after it with care.
• Due to the availability of multiple channels, our mobile way of living, the increasing use of
multiple brands within one organization … your brand exposure has grown exponentially.
• Keep control of your brand by using one customer communications platform.
• Make good distinction between standardized and customizable content. Your organization,
co-workers and customers will benefit from it.
• If you have a multilingual customer installed base, bear in mind to use a communications
platform that enables multiple languages without too much extra effort. Language is one of
the most sensitive aspects in communication. Failure to respect this may harm your brand.
4. Increase Time-to-Market
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• Customers want to receive their communications anywhere and anytime.
• They don’t care whether delivering these documents and information involve complexity and
accuracy risk. Make it possible!
• Ask your customers how they want to be approached for each type of communication
(invoice, contract changes, user updates …)
• If well-equipped, you can speed up your time-to-market, no matter if you’re sending only ten
or hundreds or thousands communications a day.
• Investigate the best standardize-personalize-digitalize balance for your organization, on
your own or together with a vending partner.
5. Make sure your Communications are …
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• Relevant
• Accurate
• Adapted to each channel
• Varied
• Well-timed
• Readable in all output formats
• Personalized
• Adjusted to your customers’ preference
Did you find this information interesting? Don’t hesitate to share it. And good luck!
More info? Contact us:EU phone: +32 3 425 40 00US phone: 011 32 3 425 40 00email: [email protected]
Copyright © 2015 Scriptura Engage