Businesses need to communicate with an ever-increasing number of stakeholders. Everyone from customers and suppliers, to tax authorities and regulators may need to be contacted frequently. Reaching them effectively involves a growing variety of communications channels.  

Why manual processes aren’t effective

Many organisations – particularly smaller ones – tend to rely too heavily on manual processes for managing outgoing communications. Physical mail is enveloped, stamped and addressed by hand, while digital correspondence such as emails are created and have business-critical documents attached individually. This method of managing outgoing communications isn’t the most effective because:

  • It’s resource-intensive: the entire process is incredibly time consuming, often involving a dedicated team
     
  • The business’ preferences take priority: stakeholders want to be contacted on their terms but manual processes are hard to adapt. Consequently, customers are less likely to have a say
     
  • Longer payment times: if it takes a few days for invoices to be distributed, it will take a few extra days (at least) before payment is received
     
  • Mistakes will happen: when employees are under pressure to get communication out quickly the risk of human error is increased. Sending the wrong information to the wrong recipient can impact reputation.

Seamless multi-channel communications requires technology

A strong communications strategy allows the stakeholder to decide how they want to be contacted. Yet, preference can change for each item of correspondence meaning that businesses need the ability to send out messages across multiple channels. This is far easier to achieve with cloud-based tools. Solutions that automate the distribution of communications enable users to manage outgoing batches that vary in volume with just a few clicks. It adds versatility meaning that items are always distributed via the recipient’s preferred method, and it greatly reduces the need for human interaction. 

This is a huge time and effort saver, while also assuring accuracy around items going to the right place. Spending less time on distribution means more time can be spent on personalising outgoing items. This has been proven to raise satisfaction and engagement rates, while lowering customer churn. Ultimately, companies that deliver seamless multi-channel communications which stretch across all possible touchpoints will see their revenue rise. Stakeholders and customers who feel valued and listened to are less likely to have their heads turned, fostering lasting relationships that benefit all parties involved.

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