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How to Send Personalized Customer Communications Blog Feature
Matt Lederer

By: Matt Lederer on May 3rd, 2021

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How to Send Personalized Customer Communications

Customer Communications

To create personalized customer communications, companies must consider how to use acquired client data—demographic information including address, name, and relationship information—to design personalized communications. This information garnered through the relationship may include such data points as reasons for clients contacting firms, products sold by companies, or any other client-related information.

As a result, companies rely on multiple data input sources for personalized customer communications—such as transactional systems, CRM software, and claims and policy administration systems—as well as the business logic to drive the selection of content and templates that result in personalized customer communication. Other integrations such as email, applications, and websites can extend personalized customer communications to provide real-time interaction with customers.

How personalized customer communications redefine customer relationships

Personalized customer communications make each interaction more relevant to the individual customer, thus giving the customer the confidence and comfort of being known by the company, generating an overall sense of trust and goodwill. It’s easy to see that this trust and connectedness fosters customer loyalty that can play a significant role in driving up retention and revenue.

Companies pursuing a long-term strategy of personalized customer communications are seeing the increased benefits of personalized customer communications, such as:

  • Building trust – Personalized communications consolidates a customer's identity, likes, and interests to create personal touches between the client and company to solidify the customer’s trust.
  • Increasing customer engagement and conversion – The ability to build trust converts first-time customers into loyal clients, which enhances customer engagement and conversion, ultimately contributing to business sustainability and profitability.
  • Customer retention – The end goal of any sales process, customer retention, directly correlates to customers having the complete trust of and loyalty to the business.

personalize-with-CCM-software-and-refer-to-every-customer-by-name

The secret sauce behind personalized communications is CCM software.

What difference does personalized customer communication make?

Personalized customer communications narrow down on a customer’s sense of identity. Personalized communications essentially focus on increasing customer engagement and conversion by touching on what appeals most to each client: their unique preferences, values, or interests. In most cases, a personalized customer experience leads to trust as customers feel they are more understood and valued. By extension, customers make referrals based on their personal experiences with the business or brand.

How can businesses offer personalized customer communications?

Enterprises can offer personalized customer communications through integrated solutions such as customer communication management (CCM) software. A good CCM solution easily integrates with existing core systems and a company’s delivery tier (email, website, etc.) to deliver personalized communications.

Properly implement, CCM software uses templates and business logic to personalize communications, whether automated programmatically via integrations and business logic or manually generated by a representative. Plus, CCM provides the added benefit of allowing organizations to create communications that can be generated or delivered individually in a large batch.

Do not be left behind!

You can get in touch with Topdown to learn how to personalize customer communications and procure an enterprise-grade CCM solution.

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Photo by Jon Tyson on Unsplash

 

About Matt Lederer

Matt leads the sales and marketing organization at Topdown.

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