How a multi-channel communication strategy boosts business performance

Tuesday, Aug 9th 2022
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58% of small to medium-sized businesses have changed how they send customer communications since the pandemic. This change was primarily driven by the growing need to address customer communication channel preferences. Businesses who interact with their customers via multiple touchpoints and in accordance with their preferences achieve better business results, including higher net promoter scores and revenue growth. A higher customer satisfaction index leads to a greater likelihood of customer advocacy and willingness to share that experience with others:

Forrester chart

One-size fits all communications may not be the best strategy

Depending on your industry, paper communications may still be an essential part of your communication strategy. However, certain communications could be better managed and received via digital channels. In our latest webinar"Channelling your Customers' Communication Preferences in 2022" Aspire shared that by 2024, 47% of transactional communications will be digital only, up from 39% in 2022. That's a big jump.

As technology evolves, outbound document processes should follow suit

As more SMBs adopt digital delivery tools, the more customers come to expect that as a standard practice. By implementing a document automation tool, with preference management capabilities, you empower customers to communicate the way they prefer whether it is via text, email, print, or something else. Customers are also able to choose different channels for different types of communications. 

How far along the maturity scale is your customer communication process?

Forrester defines brands’ communications maturity based on the number of channels, the effectiveness of delivery, and planned investment in the communications technology budget. Brands with a more advanced communication strategy have higher customer satisfaction scores compared to those at the lower end of the scale. This is likely because customers have more of a stake in deciding how they would like to receive documents, as well as having a more streamlined way of communicating with the company.

This snapshot from the Quadient’s Customer Communication Assessment Guide outlines four different outbound document process states: 

customer communication assessment guide

Our customer communication assessment guide will help you identify the state of your outbound document process as well as provide an understanding of how each stage impacts your key business priorities, such as:

  • Operational efficiency
  • Employee Engagement and productivity
  • Document integrity
  • Customer experience and satisfaction

The guide will not only help you classify where your business stands but assist you with establishing clear guidelines and developing a plan to get you to your desired stage. 

Propel your organisation to the next level

Implementing a document automation platform provides a disciplined approach to managing your outbound communication process.  Among its many benefits:

  • Meet customer expectations - Give them an experience they expect to create long-term loyalty. 
  • Make a greater impact – Trigger a more rapid response with relevant personalised messaging.
  • Gain customer insight - Learn which channels are most popular with your customers and focus your dollars on developing those channels. 
  • Communicate smarter – Make use of the data and insight and adjust communications to meet your customers’ desired content, cadence, and channel. 

Improve and optimise your customer communication strategy to create a truly customer-centric process that empowers customers, aligns with their channel preferences and delivers the best experience with your business.