One size doesn’t fit all
Not all customers are the same, and businesses that believe they are could possibly alienate their customer base. For example, email is a relatively cost-effective way to reach a large number of contacts quickly. While this method of correspondence may be suitable for some customers, it isn’t perfect for all. Some customers prefer to receive statement updates by mail, while others want appointment reminders sent by SMS. A business that doesn’t customise its communications to its customer’s preference risk frustrating their customer.
Similarly, sending exactly the same messaging and content to each and every customer is not effective, and can make customers feel undervalued as well as diminish response rates. According to a recent study by RR Donnelly, 78% of customers say they are more likely to respond to content that is personally relevant to them.
Making personalisation simple through automation
Many businesses don’t have the time to personalize communications as they rely on manual processes to create and send items. With resources stretched, personalization adds complexity that can result in errors. The solution is technology. Easy-to-use software can automate document creation and distribution. This ensures accurate professional-looking items are always sent to the correct recipient using their preferred channel.
A single dashboard allows for effortless document enrichment and personalisation, that can be perfectly tailored to appeal to individual customers. Something as simple as an invoice or statement can now become a marketing tool.
Sending customers targeted, personalised messages at the right time and via the right channel is key to driving customer engagement and satisfaction. Those who get it right can build long-term relationships that will have a direct impact on their revenue and business growth.
