Communication is undeniably vital to society. Throughout all history in all regions of the world, no matter how remote, some form of communication emerged. This can be attributed to a multitude of reasons, but one thing remains true - communication is integral to survival. Today, communication has, of course, evolved and shifted and has many forms. It’s important for businesses to recognize the roots of language and communication in order to best serve the communities in which they operate. Not only will this understanding lead to better service provided, but it will also create stronger and deeper connections with the customer base. This is where it becomes not only socially prevalent, but actually advantageous to think about customer communication strategy as the bridge between business and consumer.

Automation has played a major role in crafting the society that we all live and operate within every day. Consider the first iteration of automation as the great American industrial revolution. The key proponent to the first industrial revolution was the invention of the assembly line. With automated machine manufacturing in place, it was easy to insure that each piece of the production line was manufactured to spec, and therefore minimized error. Automated services only escalated and evolved from that point on, and are still widely employed in a range of capacities across the marketplace and throughout various industries.

We can all agree that one of the most important aspects of the customer journey is delivering an excellent customer experience. It follows therefore, that a major component of the customer relationship requires that the burden falls on the company to initiate the customer interaction and not the other way around.

Over the course of the last year and a half our society was thrust into a massive acceleration into the digital frontier. While the digitalization wave started decades ago, as did the development of InsureTech, it’s only recently that our society, and our economy, has been almost entirely engulfed into a virtual experience. This was strongly influenced by the global COVID-19 pandemic, which greatly contributed to the growth of the work-from-home atmosphere, as well as the necessity of certain industries transforming into virtual copies of themselves.

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.

In today's economic climate, organizations are vigilant in controlling and minimizing all costs related to managing customer communications. Most importantly, though, the pursuit of these savings should not come at the expense of preserving and enhancing the customer experience.