Improving Customer Communications
19
“Send me relevant information.”
Today, most consumers are happy
for a business to collect information
about their purchasing habits
through loyalty cards and online
purchasing. But in return they
expect to receive information
relevant to their interests and
needs.
“Treat me as an individual.”
Customers feel more valued if they
are addressed by name and if the
content of messages reflects their
interests or history with the sender.
As well as strengthening customer
relationships, personalised
communications are more likely to
be opened by prospects. Accuracy
is essential, as goodwill will quickly
evaporate if the wrong name or
address is used.
“Maintain my confidentiality.”
It is important to balance
customers' desire for more relevant
communications with the need for
data confidentiality. Businesses
should secure data held in company
databases; choose a medium and
delivery method appropriate to the
sensitivity of the communication;
and ensure that processes deliver
the right information to the right
person.
“Communicate to me in a clear,
interesting format.”
Every day, people receive large
numbers of electronic and postal
communications and they want
to spend as little time as possible
managing them. They want bills,
statements, proposals and other
communications to be clearly laid
out and easy to read at a glance.
Mailshots and special offers must
stand-out from dozens of other
messages received daily.
Did You Know?
82% of consumers have
stopped doing business with
an organisation due to a poor
customer experience. In more
than half of cases (55%) the issue
was how long it took to resolve a
problem.
(source: RightNow Technologies, 2010
Customer Experience Impact Report)
Top Tip
Keep customer databases up-
to-date by printing an external
return address (ERA) on the
outside of an envelope. If an ERA
is visible, Royal Mail will return
undelivered mail to the sender
with an explanation of why it
has been returned, giving you
the chance to update records
accordingly.
