How a multi-channel communication strategy boosts business performance

Wednesday, Jun 1st 2022
communication network with different functionalities and multi devices

According to a 2021 report by Keypoint Intelligence, 58% of small to medium-sized businesses surveyed have changed how they send customer communications. Respondents stated that this change was primarily driven by the growing need to make alternative delivery channels available to address customer communication preferences. Additional research also shows that 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 on consumers behaviour toward businesses

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.  As the manager of an Event Company stated in the Keypoint Intelligence survey:

“Of approximately 3,000 members, only 250 requested a hard copy of various newsletters and invitations we send. As we get younger customers joining, we are able to meet their expectations for digital communications.” 

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 have 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 organization 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 personalized 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 optimize your customer communication strategy with the end goal of creating a truly customer-centric process that empowers customers, aligns with their channel preferences and delivers the best experience with your business. 

Sources: 
Forrester Consulting, “What Businesses Need to Know About Communicating with Consumers” Commissioned by Google, January 2021; Keypoint Intelligence, Drivers of Change in Customer Communications, November 2021