Customer communication is all about offering choice. A few years ago, the focus was on ‘big data’ but unless it can be mined for meaningful, actionable insight it’s just numbers on a spreadsheet. Technology now empowers companies to shape strategies that deliver communications tailored to each customer.
Insightful, intuitive experiences which meet a customer’s expectations can help to deliver a brilliant experience that endures. Technology is at the heart of any effective strategy; it enables companies to offer a choice and meet the demands of a diversifying client base. Now, smart communication channels offer the distinct advantage of giving you vast amounts of customer data to work with. Companies can then more thoroughly understand their clients’ needs.
From multichannel marketing campaigns, tightly targeted group offerings, specific activity on notable anniversaries, or notices of industry regulation changes, they all are likely to have an impact on customers.
As businesses grow their client base, speaking to more people with greater frequency, embracing and utilising technology can allow strategies to be instigated far more effectively. This places a smaller burden on internal resource and the company’s bottom line, allowing businesses to focus more on the quality of their products and services, which is what ultimately drives customer loyalty and increased lifetime value.
Smart communication channels are proving increasingly popular as a marketing tool, as well as for data capture, across a broad range of sectors. They help to offer clients and prospects brand new experiences.
Regardless of how they choose to interact with a brand, customers now expect an experience that is joined up and seamless. There are certain sectors where this is more likely to be the case. Retail, for instance, has embraced digital far more successfully than financial services, with the automotive industry somewhere in between.
This is perhaps due to retailers being less concerned with big-ticket items like a car. However, there are leading players in the auto industry who – by using well-known online retail channels to sell their products – have been able to convince clients that their purchase is less big-ticket and more a commodity. One major finding from this initiative was that the average profile of the online buyers of these cars went against expectation, thus opening up brand new opportunities.
All customers are different, and it is crucial for marketing teams to listen to what their customer data and wider trends are telling them. The perception is that older generations are more geared to paper-based communications, as this is what they are used to. For teenagers, it’s about social media, apps and smart speakers but given the choice, these generational lines blur. Emails, text messages and bespoke apps can be combined intelligently with more traditional physical channels, delivering the perfect experience for each customer while saving you money.
Servicing all your customers, therefore, is about creating the perfect mix across all media and accepting that increased diversity brings with it the need for a unified approach to your communications.
As customer expectations continue to evolve, the speed to market provided by modern systems is likely to become much more of a differentiator for businesses. Companies who react and evolve to change faster than their competitors will be able to seize market share while giving their customer exactly what they need.