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Clear & digital customer interactions form the basics for a happy customer journey in a new age. 

 

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The world of customer experience: Outside-In versus Inside-Out

Today, we see two paradigms in business: Inside-Out vs. Outside-In approach.

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How the right CCM platform will give your organization wings

A CCM platform should be designed to fit your needs. It should take CCM to another level and focus on three major components – Design, Communication, and Analysis.

 

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How to make a good day even better!

If you have read the previous blog post 'How to turn a good day into a headache', you'll understand how frustrating it can be to provide a good customer experience without the right tools. 

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How to turn a good day into a headache

Do you know this feeling: you get in early in the morning to get some work done before your meetings start, but you are instantly overwhelmed by problems the minute you get into your office? From 'IT tells me this document change will take 80 days, while we need it next week' or 'Our customers feel frustrated for not getting their bills by email' to 'We need to change the logo on this document, but we cannot find the template'

 

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Time to reduce the workload of your IT team

With customer interaction being delivered across both offline and digital channels, the expectation of accuracy by your customer is high. When missing important details—such as the customer name—the personalization just isn’t there and the customer feels disconnected from your company.

 

As an IT Director, you may be faced with many problems from other departments that require a solution. For example, no customer wants to receive a formal document that opens with ‘Dear ’, especially from a professional company. It is a poor customer experience, especially since your customers are already bombarded with advertising and other forms of solicitation. Validating data integrity within your CRM should be— and can be— a standard step in data processing. What other mistakes exist in your document template? Does your process send out duplicate statements to a customer?

 

When an end-customer has recognized their problem in a public way, by which the marketing department is made aware, the IT Director then has the responsibility to locate the problem, understand it entirely and solve it correctly. The problems must be located and singled-out in every circumstance by IT management, so that the satisfaction of the end-users’ digital experience can be restored and maximized once more.

 

If business users come to your IT department every time they see a mistake in either the data or the template, too much time will be spent on recoding documents or optimizing the data validation process. While actually, it would be easier that the business users who know the mistake can make the changes themselves so that essential information is not lost. It would save them the time from reporting the mistakes, and the templates would be adjusted far more quickly than if they had to rely on already-limited resources of IT teams.

 

Scriptura Engage helps improve customer experience through the automation of customer communications. Both (B2B) business-to-business and (B2C) business-to-consumer organizations use our Customer Communication Management software to create, produce and distribute essential business communications that are highly-personalized and interactive. They engage more profitably with customers. Personalized documents are created in a 'what you see is what you get' (WYSIWYG)-designer through rules-based dynamic assembly and sent in multiple formats across multiple channels to drive business impact. From one-to-one contact to the high volume output, Scriptura Engage simplifies and automates document-related business processes to improve business performance and efficiency. View your CCM much more as an opportunity to simply market a product. It is the opportunity to improve clarity of your communications with your customers. 

 

Wondering how your company can also benefit from this? Let's talk!

We are more than happy to spend some time going over your specific situation, as well as how to improve your CCM procedures by introducing Scriptura to your working environment.

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Communication Relevancy in Telco Sector

Like a lot of people I have a mobile subscription contract with split billing. A part of the bill is paid by my employer (lucky me ), the other part I have to take care of.

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5 critical concepts to make document design more efficient

Whether you are designing transactional documents, digital forms or customer onboarding communications, chances are you will encounter the same challenges as a lot of your peers in other industries. Based on our experiences we discovered several design concepts that can make a huge difference when designing communications.

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3 Ways to Approach Multichannel Customer Communication

We all know that communication with customers is evolving. Companies are making efforts to get in touch with customers on their terms, which inevitably results in supporting multiple channels. As a company you can approach this in different ways, depending on budget, time to market and the desired customer experience.

 

The e-book "Connecting Customers to a Deeper Conversation" of Lexmark introduces the concepts of active and passive multichannel customer communication. Although they are spot on and useful concepts to understand the possibilities of multichannel communication, I want to go a step further and introduce the concept of responsive multichannel communication. But first things first. What is active and passive multichannel communication?

Passive Multichannel Communications

If the same content and the same look and feel are used for multiple channels, then we speak of passive multichannel communication. So typically, the same template is used for multiple channels:

  • First, to generate print output (e.g. a statement that is bundled, ordered and enriched with OMR barcodes for enveloping)
  • Secondly, to generate attachments in an email (or PDF documents on the company portal that are referred to in emails)

Passive multichannel is a valuable strategy to customer communication, as it takes into account the customer preference, it doesn’t require the effort (and budget) to manage multiple templates and is typically achievable on short term. On the other hand, the content is not adapted to the channel, which results in less desirable customer experience.

Active Multichannel Communication

The term active multichannel communication is used if the content is different for the different channels. Although it is not absolutely necessary, this often results in multiple templates as those templates differ too much. For example

  • A template for print output that has a formal header, a call to action with a QR barcode, references to the URL of the website and 2 pages with general terms and conditions.
  • A template for email output

Active multichannel communication adds differentiation in content based on the channel, which definitely contributes positively on the customer experience. On the other hand, this can have a negative impact on the budget if you don’t have the right tools to manage multichannel communications efficiently!

Responsive Multichannel Communication

In the active multichannel communication approach, the responsive aspect of communications (in both design as delivery) is lacking. If you’re looking for an optimal customer experience, you definitely need to consider responsive multichannel customer communications.

Responsive Design

With responsive template design, it is possible to craft communications that provide an optimal viewing and interaction experience across a wide range of devices. Depending on the available screen space, parts of the communication are shown differently or not at all.

Responsive Delivery

With responsive channel delivery, you take into account the response of the used channel to trigger follow-up actions. Imagine that you send an email and your customer just switched email address. As a result, the email bounces or it is not read within 5 days. In the responsive multichannel approach, you have the possibility to design the next action that is executed automatically. This can be sending the same communication via the postal service (with request to update email address) or sending an SMS with the request to update the email address.

The responsive multichannel approach adds a responsive aspect to the design and the delivery of communications. This is a step forward in the provided customer experience compared to the active multichannel approach.

What's Next? Let's talk!

As a company you have to decide which approach you want to implement, based on the available budget, time and desired customer experience. Scriptura Engage helps іmрrоvе сuѕtоmеr experience thrоugh thе аutоmаtіоn of customer соmmunісаtіоnѕ and supports all three approaches. Our customers uѕе оur Cuѕtоmеr Communication Management software tо design, рrоduсе, and dіѕtrіbutе critical buѕіnеѕѕ communications thаt are highly-реrѕоnаlіzеd аnd іntеrасtіvе.

 

Let's go over your specific situation and see how you can benefit from this.

 

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Customer says Thank You for being in Control

It has become almost a platitude to say that the Customer should come first. Yet, it is not less true than the first time this was pronounced. No doubt about it. Everyone agrees. The question we really should ask ourselves is who today’s Customer is. Some find him arrogant, aggressive and superficial. I find that shocking and would define him rather as an independent, assertive, experience-oriented traveler. This 21st century behavior has as a consequence that he is constantly in interaction, yet, difficult to be found and engaged. The last thing he wants is a company disrupting his journey. He would say: “If you want me to buy your solution, show me how reachable, predictable and flexible you are, and leave me alone.” What he actually is saying: “Give me the comfort I need and I’ll be loyal to you.”

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Taking your Customer Communication processes to the next (mandatory) level

E-government integration

It has finally happened! E-Government solutions have become household practices for the general public to exchange information with their government. It might have taken some time and a number of unfortunately failed initiatives, but we’re all glad (relieved) the time has come.

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