Strong customer relationships are built on thoughtful, ongoing communication. As easy as that sounds, companies with even a modest-sized customer base can risk irritating or alienating their customers if they lack the processes and technologies to carefully manage customer communications. Brands that interact appropriately and usefully with their customers can expect a higher level of retention and satisfaction than companies who do not. Here we look at three tips that can help you build better relationships with their customers.
Automate Outbound Communication
Adding a level of automation to your outbound communications can bring about efficiency in a number of ways. Software that can automatically add personalized marketing messages, overlays or enclosures to documents has two main benefits. First, it enables brands to communicate 1:1 with customers, making them feel more valued and creating more engagement. Second, automating the process reduces manual labor, freeing staff to concentrate on higher-value tasks.
Maintain Data Integrity
You’ve heard of “garbage in, garbage out.” If your customer data is bad, it will more than likely not deliver good results. Tracking your customer’s preferences and information is critical. Maintaining data integrity and ensuring accuracy reduces your chances of sending the wrong person the wrong item, as well as sending communications to incorrect addresses or inactive customers which can lead to unnecessary costs.
Centralize Multi-Channel Mailing
For the most part, brands today communicate with their customers using both email and printed letters. Using different channels concurrently adds flexibility to communications, but carries certain risks. For example, if email and letters are sent by separate teams, there is a chance that conflicting communications could be sent to the same customer, or the same communication could be sent via both email and in printed form. This can be confusing and annoying for customers. You can alleviate this risk by centralizing outgoing mail management that can provide a better level of control and visibility.
Creating and nurturing strong customer relationships takes time, care and effort. Unfortunately, all this work can be undone very quickly if processes and systems lead to poorly executed communications campaigns. Consider if your business has the right tools in place that will give you the level of control and sophistication to ensure that they only send the right communications to the right customers at the right time.