Without clearly defined customer communications management processes, you run the risk of sending documents that will not only fail to appeal to your customers, but may fail to communicate your ideas clearly – or at all. Here are three ways you can use Customer Communications Management (CCM) to optimize your communications for accuracy, compliance, and engagement.
1) Don’t Strive to Be Nice
Strive for authenticity. A customer-centric world is one where businesses know that customer satisfaction is a revenue-maximizing reward. These businesses need not pretend to be nice – they are compelled to be. The millennial generation makes up more than half the workforce today, are becoming the most lucrative market around, and they know it. 43% of millennials rank authenticity over content in the blogs they read and only 1% of them say that a great ad would make them trust a brand more. This might not be a statement purely about millennials, but more about the nature of marketing in the digital/mobile era: consumers are now exposed to an outrageous amount of content, so they are being trained to distinguish the genuine service from the pandering. It’s in your best interest to want the best for your customers!
2) Don’t Use Your Words
60% of marketers in 2017 said that visual marketing has become absolutely necessary to their marketing strategy. This number will only increase with time: People are 323% more likely to read content with images than content without < >, promising that marketers will continue to leverage this approach into the foreseeable future. Delivering more visual content can also preserve resources in many cases: batches of hundreds or thousands of documents could require fewer pages if, in one of your templates, you were able replace a whole sheet of text with a quarter-page of visual content.
3) Divided We Fall? Nope.
Try, rather, “Divide and conquer.” An all-in-one Customer Communications Management (CCM) solution streamlines collaboration between technical and non-technical staff by letting them work in separate environments that can be overseen by managers to completion. With traditional customer communications management, the work was prone to getting tangled up between IT programmers and content writers; changes would be implemented slowly and clumsily, without much direction as far as refining the templates over time. A CCM solution changes this, making sure every stage of document generation is carried out to perfection, and that templates can be stored for later reuse.
Failing to update your customer communication solutions might keep you from saying exactly what you mean. For your business to thrive, you need to communicate clearly: grab the customer’s attention with visuals and the impression that you know who you are (who they are?). This all starts with your document generation processes: each time your team assembles a document, they are assembling your brand. Make it perfect!