Transactional communications are highly involving, receive extra attention and get opened 95% of the time. For decades, marketers have enclosed offers with Statements and Cost-effectively increased their bottom line.
In today's multichannel environment, taking advantage of transactional communications has become difficult. When Companies communicate with customers via slioed communication channels with no integration between departments, conflicts in messaging can arise, which results in a poor customer experience. Inbound communication may also be impacted if insufficient data limits a company's ability to assist customers.
To achieve consistency in messaging between documents and across channels, communications must be centralised with all touch points integrated. But this can be daunting, because so many systems, processes and departments are involved.
Organisations are finding new ways to develop consistent messaging, unify content and use rules-based logic to increase relevance.
In this new paradigm, digital and mobile delivery is enabled for both outbound and inbound communications using delivery platforms that support web, email and print communications are personalised and sent to each customer's preferred channel, conveying to customers that you are speaking to them, which bolsters campaign acceptance. With unified end-to-end communications, customer satisfaction and loyalty increase, as customer engagement is transformed into a profit-building engine.
Customer Center staff must have 360 degree knowledge of the customer's history to help the customer and ensure each customer feels satisfied and appreciated. Then a rep can move the relationship forward by presenting the next best action and personalised, relevant offers.
Company web sites are bolstered with increased functionality, enabling customers to self service their accounts. Alternately, customer can be directed to general URLs or PURLs (personal URLs) to accomplice such tasks as apply for a credit card or upgrade to a better product or service. PURLs offer tracking ability, which companies can use to gather customer information on what the customer is looking for and whether presented offers were suitable to that customer. This customer understanding can be leveraged to create even more targeted offers and extend the relationship going forward.
Emails is another touch point that can be infused with rich, relevant content utilising inbound and outbound tracking. A lot of action needs to occur around that email with front and back-end processing to make sure that an overall experience is occurring, with inbound just as critical as outbound
SMS / MMS notifications (texts) can be utilised to notify customers that a document, email or credit card is on the way. They can also be used to confirm a recent transaction or to verify their email address.
Print and Mail provides event tracking capabilities through the use of Intelligent Mail barcodes (e.g. to inform a customer to be on a lookout for a credit card mailing). Advance notification can be sent via a different channel such as email or SMS. Intelligent Mail can also help companies determine when their customers have moved. By profiling those customers and acquiring psycho-demographic and survey data, it may be determined the customer information has changed and that customer could benefit from different services, with company messaging changing accordingly.
There’s no shortage of remarkable ideas, what’s missing is the will to execute them.