Ensuring that your customers feel valued is key to building a lasting relationship with them. One way to do this is through targeted messaging and personalization at every touch point. Offering specific deals, discounts or reaching them through their preferred channel reinforces you are interested in engaging with your customer as an individual versus a number. 

One Size Doesn’t Fit All

Not all customers are the same, and businesses that believe they are could possibly alienate their customer base.  For example, email is a relatively cost-effective way to reach a large number of contacts quickly. While this method of correspondence may be suitable for some customers, it isn’t perfect for all. Some customers prefer to receive statement updates by mail, while others want appointment reminders sent by SMS. Business that don’t customize their communications to their customer’s preference risk frustrating their customer.

Similarly, sending exactly the same messaging and content to each and every customer is not effective, can make customers feel undervalued as well as diminish response rates. According to a recent study by RR Donnelly, 78% of customers say they are more likely to respond to content that is personally relevant to them.

Making Personalization Simple through Automation

Many businesses don’t have the time to personalize communications as they rely on manual processes to create and send items. With resources stretched, personalization adds complexity that can result in errors. The solution is technology. Easy-to-use software can automate document creation and distribution. This ensures accurate professional-looking items are always sent to the correct recipient and using their preferred channel.

A single dashboard allows for effortless document enrichment and personalization, that can be perfectly tailored to appeal to individual customers. Something as simple as an invoice or statement can now become a marketing tool.

Sending customers targeted, personalized messages at the right time and via the right channel is key to driving customer engagement and satisfaction. Those who get it right can build long-term relationships that will have a direct impact on their revenue and business growth.

Ralph Mezzoni

Ralph Mezzoni

Director, Product Marketing - Mailroom Solutions

Ralph Mezzoni is the Director of Product Marketing for Mailroom Solutions at Quadient USA.  He has spent over a decade helping to develop new technologies to optimize mailing processes while minimizing mailing costs for customers across the United States.

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