Why It Matters

In a digital world, communications become less standardized and more personalized. A customer or prospect receiving a text message from your company has a very different experience from one receiving a canned letter in the mail.

Today, even your print mailings need an element of personalization that was not needed before to sell your brand. Here are some reasons for you to put greater emphasis on personal communication, whether you have yet begun to adopt it or not.

1)      Because you can

You have to approach customers with an understanding that they know what’s out there. For example, our last post talked about sending effective mobile communications: you want to offer mobile capability, because if the customer doesn’t get it from you, they will get them from someone who does.

And now that mobile communications are quickly becoming the status quo, the quality of those communications becomes an even bigger differentiator. Customers are aware of a company’s ability to send more engaging messages, so if their attention isn’t grabbed, thy will know there is something missing. Delivering a personal customer experience is now status-quo, because it has shown to be possible – even by the largest corporations.

2)      Because it’s easy

A Customer Engagement Management (CEM) solution allows you to be fully capable of reaching an individual customer more intimately than businesses have in the past, granting exactly what a customer wants, how and when they want it, and then responding to changes in these preferences over time.

Working with CEM, you can segment your audience by industry, location, and other demographics in order to best target your communications. Through a user-friendly interface, technical and non-technical stakeholders can contribute to every document template, working together to shape an engaging string of touchpoints with customers. Customers that expect a personalized correspondence with you can now be satisfied, with less strain on your team.

3)      Because it works

Customer communications are your most frequent opportunity to please a customer or leave them dissatisfied. Many companies still don’t capitalize on this, failing to see what they might gain. A significant component of CEM that many businesses still haven’t adopted is document automation, while other businesses have seen a 36% increase in revenue, a 30% reduction in cost, and a 30% reduction in time devoted to producing and delivering documents once they have done so (IDC). This is just the foundation of customer engagement, part of a solution that allows you to learn exactly who your customers are and send the most appropriate message.

Look at customer service from the perspective of your most informed customer. This person is well aware of where the bar lies. You want your service to meet their expectations and exceed the expectations of the others. When this happens, it promotes customer retention and generates the word-of-mouth that increases customer acquisition.


There is no question that it is possible for a business of any size to make a customer feel as though they are receiving personal attention. Customer Engagement Management (CEM) makes it so there is not even a question of cost or convenience. In the long-run, it is both preserves resources and generates revenue. Where personalizing the customer experience is the status-quo, Customer Engagement Management (CEM) provides the advantage.