Putting the Customer First with Personalized, Automated Communications
With how busy everyone is and how immersed in technology most of our society seems to be these days, getting someone’s attention has become a competitive endeavor requiring a good deal of effort and creative strategy. But fret not, you have access to numerous tactics to craft meaningful and impactful customer communications and messaging that speak to the heart of your customer.
For instance, customers are more responsive when addressed by their name than they are by a generic placeholder. Rather than writing, “Dear Customer,” companies that use the actual names of their customers in messaging are seeing a higher success rate.
These metrics relate not only to sales or purchasing related activities, but to a wider spectrum of metrics that benefits from a boost in performance with the personalized messaging, for example, an improvement in overall customer experience. By improving the customer experience you help increase customer loyalty and retention, as well as strengthening word-of-mouth referrals; in short, you end up elevating your business as a whole.
Many individuals believe that businesses, while they are legally constructed entities, should be considered and behave as human beings. As such, more and more customers are starting to bring their business to companies that deliver a humanized customer experience at each customer-facing touchpoint. In return, businesses are beginning to incorporate and understand the importance of personalized communications in their customer communications strategies.
However, how businesses craft, curate, and convey these messages has become extremely vital and important. Personalized messages has become even more critical especially as many companies are forced to do more with less due to pandemic-related reduced revenues.
Crafting Compelling Communications
Respect and empathy are two of the strongest feelings we human beings possess. These emotions are two of the core elements to strong and transparent communication in any context, including customer communications. Using empathy and respect to craft powerful and compelling business communications with your customers can help your organization develop stronger and longer lasting relationships.
In addition to respect and empathy, clarity and brevity are the other two core components of compelling and powerful communications. By integrating these four pillars into crafting your communications, you are demonstrating to your customers a strong set of core values: not only do you care about and respect them and their valuable time, but you are striving to be more clear and concise in what you are asking of them, which in turn makes completing that ask as simple as possible. Making it easy for the customer to take action is perhaps the primary and most important component to creating compelling business communications.
Context is also extremely important. Depending on the industry, many life events—such as a birth, birthday, other happy or catastrophic life-changing events, or even a death—will trigger a variety of company communications. As a result, it is crucial that your communications team takes care in crafting sensitive and contextually appropriate messaging that remains compelling through an appropriate tone.
Don’t spam your customers; instead, craft compelling personalized messaging.
Communicating at Scale
All of this messaging guidance is well and good when you have the time to craft an individual message. What about in real life, when you have hundreds or thousands of interactions happening all at once? You might type fast or you may have dozens of customer service reps, but you can’t possibly address all of those individuals at once. That’s where automation comes in to plan.
Automated communications are an important part of most businesses. By using information from your many systems of record (CRM, transactional system, etc.), drawing from a well of reusable content, and leveraging business logic, good customer communication management (CCM) software can create personalized communications at scale and in real time.
From considering the context, to making the call-to-action clear, all while using concise and understandable language, CCM solutions helps you automate and deliver powerful and compelling content capable of speaking to a wide variety of demographics.
A Final Thought
CCM software handles more than just automated personalized communications. But it takes the right vendor to be able to help you co-create the precise solution you need to address your use cases. Topdown is a premiere source for everything related to CCM, from knowledge, expertise, experience and information, to the latest on software, cross-functional system integration, and much, much more.
For more information on the benefits of implementing CCM software in your organization, contact Topdown today!
About John Zimmerer
John Zimmerer is the senior director of marketing at Topdown, where he leads market research and outreach efforts for the company's customer communications and customer experience products. Most recently, John has been researching and writing about the future direction of the technologies that power customer experience, and is regarded as a thought leader in this area. John has nearly 20 years of software product marketing experience. His areas of expertise include market research, analyst relations, public relations and digital marketing.