Getting Personal

Customer relationships, like all relationships, are personal. New advances in customer communications management (CCM) make personal communication with one, or thousands, possible. Here are five ways you can personalize communications for your customers.

1)      First-Name Basis

Something as simple as adding the customer’s first name to a statement can make a huge impact. Personalization in this way isn’t new, but it is impactful. It shows that you know who you are talking to, and it makes the customer feel like you are thinking about them personally.

2)      Omni-channel Preference

This is a weighty term for a simple concept: people want to be able to specify a delivery format for their documents. Many sources will also tell you about how communications are becoming increasingly mobile with new generations – but that’s probably happening slower than we think. Right now, your general audience is looking for a wide range of formats to communicate by.  Omni-channel communication might mean digital or print – SMS, email, fax, or even push notifications. You need to be ready to for a diverse set of needs, responding to whatever arises.

3)      Interactive eBills & Custom Reports

Customers also want you to focus on their experience as the center of your interaction. This means making your communications easy to navigate and digest. Sometimes pictures say more than words, sometimes combining words and pictures is just right. Companies have been using interactive documents to optimally communicate with their customers, delivering vibrant graphs, tables, and other models that expand and collapse to save space and provide even more information than they could with a simple text document.

4)      Use What You Know

When formulating communications to send to your customers, use the data you have to further individualize your message. For instance, you may have a line of products specifically for the homeowner. Mention that in your messages to homeowners. Have products for retirees? Target your retired customers with messages around just these products. By matching your offerings with your audience, you show value to individual customers.


5)      Let the Customer Decide

Even if some customers haven’t fully migrated to mobile communications with you, many still want a level of autonomy in how they interact. Some like to do everything themselves, and some like their hands held. So let them tell you what they want! Interactive forms can offer customers different options based on their responses. The customer gets a personalized experience and you get to make your customers happy. Win-win!