USE CHANNEL STRENGTHS TO INCREASE ENGAGEMENT
Leveraging unique channel characteristics is key in a multi-channel communications environment in order to provide customers with satisfying and engaging experiences. While most businesses try to deliver the same experience in an omnichannel fashion, it is worth noting that channels have unique properties that must be truly understood and embraced in order to meet customer expectations.
Consider how customers expect to interact on a tablet or other mobile device: they expect to use touch to make selections, type in information, and sign using their finger. The same experience is not available on paper or over the phone, and is a key differentiator for the channel. When designing a multi-channel experience for your customers, you will want them to sign contracts on touch-enabled devices because they provide a better experience for your customers. Better experiences are important for long-term engagement, especially when they happen early in the customer journey, for example during on-boarding.
Engaged customers are your best customers: they spend more, are excellent brand advocates, and are more likely to try new products. Properly implemented multi-channel communications can increase revenue by delivering instant engagement with today’s always-connected customer. For example, you can leverage SMS/text messaging channels to engage your best customers with promotional codes that expire after a certain period. Again, choosing the right channel for the type of the message you plan to delivery is key: omnichannel in this example is less important – as long as the customer receives the message in a timely manner and can act upon it. In many cases, marketers are looking to trigger impulse buys for which email or postal deliver are less efficient.
Reduce Costs & STREAMLINE OPERATIONS
Rebalancing your communications strategy to use digital delivery when possible will result in reducing the costs associated with printing and postal delivery. Communications are streamlined and can be delivered in real time throughout throughout the entire customer journey. These agile, on-demand, multi-channel communications are not only more engaging, but can also reduce the strain on resources when compared to more rigid batch processes that typically run at fixed intervals.
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