How to successfully reach out to your customers: a recap
Feb 28, 2019
There is more to modern customer communications than the message alone. Technology and customer expectations have seen to that. But with the rise of complexity also comes the opportunity to boost customer engagement in ways unseen before.
Over the past few weeks we talked about the different aspects of customer communications you have to see to successfully reach out to your customers: what channels to use, what the customer expects, how to tune your communications and the software and human resources you need to do so …
Let’s take a look back and tie it all together.
Choosing the right channel
Via what channel do you reach out to your target audience in order to sway them to rely on your services or buy your products and yours alone? As technology is ever evolving, digital seems the obvious choice for a lot of businesses. Although many companies fail to get the most out of it, email today is the go-to channel. It’s cost effective, efficient and immediate and, more importantly, there are many possibilities for personalisation.
But don’t write off print just yet. Response rates to direct mail are still ten to thirty times higher than those of email. And also, once out of the mailbox and onto the kitchen table, direct mail lingers much longer in households than any other form of communication. The key here is to not put all your eggs in one basket. Both have their advantages and it’s up to you to mix them both for maximum result.
Go the extra mile with individualised communications
Choosing the right channel or channels is one crucial factor, delivering individualised communications another. This starts with understanding the specific needs, motivations and behaviour of your individual customers. And when you reach out, make sure to do so at the right time. If not, you will end up pushing your customer away. Individualisation forces you to go the extra mile, but nonetheless, it’s what customers have come to expect.
More than ever, the customer wants control. He is assertive, experience-oriented and constantly in interaction. Customers want things their way and losing control means losing interest. To suit their whims you must first measure and analyze customer expectations. When you reach out to your individual customers, include options and create the freedom for them to explore the info they need or the actions required. As a result, they will feel in control of their customer journey.
But before this customer journey well and truly begins, you have to make sure that your communications actually reach your customers or prospects. Most businesses are still occupied with communications 1.0, trying to make the most out of good old fashioned email marketing and dull invoices. But why? These emails too often get deleted without even being read.
But transactional communications open a new window of opportunity. As opposed to commercial emails they have a conversion ratio of almost 100%. That’s because they hold crucial information. Take bills for example. Why not take the opportunity to do some up- or cross-selling and include an interesting promotion? This is called transpromo, short for transpromotional communications.
But so far only few have tapped into the potential of transpromotional communications. Many companies are still working in silos: HR, sales, marketing … They all have their specific tasks and rely on the IT department to make sure they have the different software to do so.
Inventive Designers’ Scriptura Web Designer makes this an issue of the past. The UI-friendly tool allows business and marketing teams without any web development skills to operate independently from IT and create interactive customer communications consistent across all touchpoints.
Take this fancy interactive invoice for a coffee order for example. The customer can check his profile and previous orders as well as learn more about his membership. The communication provides everything he may look for. And more. As the sales department has the data on what the specific customer usually orders, how much and when, they can coordinate with marketing and entice the customer with content tuned to his individual needs. This is customer communications 3.0 at its finest.
Now combine these interactive communications with the extremely high conversion rate of transactional communications and you have got a customer communications power house, or as we like to call it: Communications 5.0. Through actionable transpromotional communications the possibilities are endless for the customer, while company-side the marketing team is ensured the promotional content reaches the receiver. All possible through our Scriptura Web Designer. This is the epitome of modern customer communications and a step up to a whole new level of customer engagement.