Satisfied customers results in lasting relationships, so organisations are always searching for ways to keep customers engaged. This can be achieved through exclusive deals and great customer service, but one aspect of the relationship that is sometimes deprioritised is communications.

Using the most effective channel

The effectiveness of the channel used to send correspondence is determined by the actual message being conveyed, the urgency of any required response and the preference of the customer.

A ‘one-size-fits-all’ approach may be easier for businesses to manage and keep costs down, but forcing customers to use one particular channel could alienate them. Customers may not want personal account statements sent via email or appointment reminders via social media, for example, they want to use the channel that is most suitable to them at that time.

It’s important that businesses have the capability to effortlessly alternate between channels. Customer communication requirements are ever-changing and companies that are too static may find customers turning to competitors which are delivering more engaging experiences.

Personalisation shows consideration 

Another way to show customers that they are valued is through personalised correspondence. Generic emails or brochures can highlight a lack of understanding around individual requirements, with customers led to believe that they are just seen as a number.

Personalised correspondence drives engagement as it shows that a business has taken the time to understand individual needs. Communications can be personalised based on shopping history – including when and how goods were bought – a customer’s location, age or their usage of the offering.

When businesses are able to connect with customers on an emotional level it establishes a relationship. Customers are then far more likely to remain loyal, as well as recommend the brand to their friends and family.

Companies should regularly test what works best and generate the highest response from customers.

The role of multi-channel communications solutions

Many businesses continue to rely on manual processes when managing outgoing mail. But the creation and sending of correspondence can be arduous, particularly when output is high. Handling things manually takes up limited time and resources, as well as increasing the likelihood of errors.

Output Management Software (OMS) takes away the hassle by automating and digitising the outgoing mailing processes. The tool automatically creates items and sends them via the channel that suits individual customer requirements.

This ensures accurate information always reaches its intended recipient and increases satisfaction by always delivering correspondence through the right means. This will result in higher engagement and strong lasting relationships

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