Communication is the key to any successful business. The type of communication, however, plays an important part in whether or not it's successful. Some of your customers want to hear from you on a regular basis, not just once a month when you send them a bill. For others, getting just the bill from your company is enough. Regardless of how you communicate with your customers, one thing is constant - you must be able to communicate with them clearly.
Without clearly defined customer communications management processes, your company runs the risk of sending documents that will not only fail to appeal to your customers, but might fail to communicate your ideas clearly ... if at all. With the right Customer Communications Management (CCM) solution, it becomes a lot easier to convey what your company actually means in a way that's better received by your customers. Here are three ways your company can use CCM to optimize your communications for accuracy, compliance, and engagement.
Don't Just be Nice, Be Authentic
Your customers aren't dumb. If you don't already understand this one thing, your business is in trouble.
Businesses know customer satisfaction generates more revenue. Your customers know this, too. So, while your customers might appreciate a nice, kind word from you, they know your business is compelled to be a little nicer in the hopes of padding your bottom line. Instead of niceties, your customers would much rather you provide something more authentic. This becomes a much more important factor when it comes to millennials.
Millennials make up more than half the workforce today and are becoming the most lucrative market around. And they know it. For millennials, 43 percent rank authenticity over content in the blogs they read and only 1 percent 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 company's best interest to want the best for your customers, and be honest above all else.
Let Images Help Tell Your Story
"A picture's worth a thousand words ..." yeah, yeah, you've heard it before. From a communications standpoint, though, it might be worth a little more thought.
Think about it from a personal, consumer perspective. Is it easier for you to read a bunch of text and understand, or have less text accompanied by an image or illustration? Which does a better job of driving the point home?
Last year, 60 percent of marketers said visual marketing has become absolutely necessary to their marketing strategy. This number will only increase with time: People are 323 percent 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 the templates created using your CCM solution, you were able replace an entire sheet of text with a quarter-page of visual content. Not only would your company do a better job communicating your message, it would also save money on printing costs.
Divide and Conquer
Another popular colloquialism, "too many cooks in the kitchen," comes into play far too often with customer communications. Not too long ago - and in some instances, this practice is still used today - companies involved a lot of people in the management of customer communications. Things would get mixed up between departments, content writers and editors would be told different things and, as a result, would have a lot of conflicting messages going out, and any changes to these protocols would be slow, clumsy, and without much direction as far as refining any templates.
Now, instead of a "divided we fall" approach, an all-in-one 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. The right CCM software makes sure every stage of document generation is carried out to perfection, and that templates can be stored for later reuse.
Let Ecrion Clear Up Your Communications
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 AND you know who your customers are as well. This all starts with your document generation processes: each time your team assembles a document, they are assembling your brand.
At Ecrion, our mission is to make sure companies just like yours succeed in the customer communications space. If your company provides a great customer experience by being able to effectively communicate, your customers are more like to stay with your company and recommend your services to their family and friends. All it takes is the right software.
Now is a great time to contact us here at Ecrion to learn how we can help your company succeed. Email us at firstname.lastname@example.org; give us a call at 1-866-418-3838; or simply fill out our contact form. We look forward to helping you on the path to better customer communications.