Is Less More in Customer Communications?
The Internet will give you a wide range of opinions on how often customers want to be contacted. How do they feel about promotions? Do they want updates monthly or quarterly?
It’s a question businesses often wrestle with, when looking to most efficiently engage their customers. These days, any given customer may have a different “sweet spot” for frequency of communication. There is also the question of how much flair a business needs to keep a customer’s attention. Likewise, this varies customer to customer.
So groups of customers are dynamic, as are individuals. How can you know you’re capturing them all? Is there a dynamic solution?
When Less Communication Is More
Some customers prefer to keep close tabs on their business with you, others not. Providing adequate attention, but also respecting a customer’s desire for autonomy and privacy, can sometimes prove to be a balancing act.
In spite of the conventional negative connotation carried by “promotions” and “commercials”, there’s data to show many customers actually want these kinds of messages. The studies reveal 91% of Americans are happy to receive promotional emails, and the majority of those are customers earning salaries of $75,000 or more. This tells us that people are willing to use a higher purchasing power on relevant promotional content.
It’s a spectrum, however. The same studies say that only 15% of customers would like to receive promotional emails every day. That’s back to the conventional way of looking at things: people don’t like to get bombarded with promotions (well, not more than 15% of people).
So what is the answer, then? Today, the solution is to find out where each customer lies. When you can combine your customer data with document generation tools, there is no discrepancy between customer profiles, how you group them, and the documents they receive. You can deliver promotions to customers every day, or limit their frequency to whatever they have specified in their preferences.
When Fewer Words Are More
Images can provide more information, and take up less space, than a body of text. For businesses delivering documents every few weeks, to hundreds or thousands of customers at a time, images could not only engage customers more effectively but also save a substantial amount of paper.
In fact, good Customer Communications Management (CCM) solutions offer completely digital, paperless, interactive statements, letters, forms, and more that track the appeal of promotions and digital assets (graphics, charts, text boxes) included in them. You can know if they aren’t responding to a strategy, then move on to try something different.
All things being equal, interactive documents are worth it for the visuals alone. The engagement prospects of an image are historically far greater for images than for text.
But, again, this doesn’t capture everyone. Some customers still really do like their documents in paper, and they might find better clarity in reading than in a series of pie charts. So, sometimes fewer words might convenience a customer, while other times more words could show that you care.
With the growing digital media playing field, businesses everywhere are encouraged to get to know their customers on an individual basis in order to deliver the most relevant, appropriate content to meet their needs. CCM solutions enable them to do this.
You can meet customers where they are on an individual basis, or segment your customer preferences down to the slightest detail, ensuring customer satisfaction across the board. This is what’s driving many to invest in platforms like Ecrion Omni System: a single CCM solution that brings customer data and their documents together, which promotes great returns in the form of customer engagement, retention, and long-term profits.