Should you put your customer in control of your communications?
Jan 29, 2019
Although we live in a technological era, modern communications are not about the digital possibilities. Instead, they are all about the customer. Now more than ever he understands that he is in control. He knows that businesses will all but get on their knees for him to rely on their services, buy their products. And keep coming back for more.
The customer is king. He is independent, assertive, experience-oriented and constantly in interaction. He would say: “If you want me to buy your solution, show me how reachable, predictable and flexible you are.” Customers want things their way and losing control means losing interest.
Measure and analyse customer expectations explicitly through surveys and implicitly through behaviour tracking and adjust your communications accordingly to build customer loyalty. Only then can you deliver individualized, relevant and actionable communications and thus give your customers what they need: control over their own customer journey and the means to complete it without friction.
Centralizing customer communications management
This requires quality customer communications management in a centralized customer communications platform. Some organizations send thousands and thousands of communications a day. However, they often use various applications to do so or allow different departments to approach consumers in their own way, oblivious to how their colleagues go about communications. As a result customers are bombarded with irrelevant information via channels they don’t prefer. They will feel as if they no longer have control over their user experience as the companies they interact with fail to follow their individual customer preferences.
Centralized CCM enables you to avoid such errors. It guarantees the customer a faultless and consistent customer journey and at the same time helps your organization be more efficient and more effective. As management is centralized, operational efficiency will increase but you will also be able to reach out according to individual customer needs and preferences. In turn, your customers will perceive this as if they are in control of the interaction.
Control over customer journey
The same goes for the customer journey within communications. Make sure everything is available in your communications for customers to complete their customer journey. Asking them to download a pdf, scan a print, sign a document, open a new tab or call a certain number will make customers feel as if you have them on a leash. But by including options, an overview and personal data in one and the same dynamic communication, you will create the perception that they are in control of their own actions.
Who likes receiving energy bills? Absolutely no one. Not only is it a reminder of a payment due, the document itself is static and offers no added value.
Making this digitally interactive, however, adds relevance for the receiver. An instant comparison of energy usage over several months becomes a piece of cake. The relevant customer data (f.e. account number, meter number, …) are available within the communication as well as the possibility to directly contact the supplier. You can even turn the communication into an upsell channel.
In the clip below, you’ll find a promotional bankmail sent to a customer or prospect, who regularly visited the credit cards section on the bank’s website. Based on her profile various possible credit cards are presented. The customer can filter them, browse through them via a carrousel and consult more info about the different credit cards, all from within the communication. This is absolutely critical to make the customer feel as if he/she is in control. This is key as studies have shown that dropout rates increase when customers are redirected to another application or web page.