Why Creating a “Personalized” Experience Is more Important than Ever?
Humans communicate one-on-one by saying something, listening to a response, and then using context and information from earlier conversations to influence what they say next. Batch and on demand customer communications from many organizations, however, don’t really resemble human conversation. The feedback aspect is missing. Documents sent to customers fail to acknowledge information from previous conversations, leaving customers to wonder if anyone is listening.
Most organizations send and receive information to customers through multiple channels and multiple departments. Little, if any, of the data collected through these independent interactions is centrally consolidated and able to leveraged. Because of this disconnection, customers can be subjected to confusing, conflicting, or even inappropriate communications issued by different parts of the company.
Customers in the midst of a service issue or billing dispute, for example, might receive upsell messages. And often, companies ask for information already provided by customers. Poor document timing and repetition demonstrates to customers that something is not working in the organization and that the communication is not working. Though accidental, such gaffs can strain relationships and make it easier for your competition to try and motivate a change
Please, Take it Personally!
The goal of personalized customer communications is to treat each document as if it were part of an ongoing personal conversation. With today’s technology, companies are able to to create document templates with dynamic data fields to produce individual communications, even in high volumes. However, few applications actually use specific customer feedback to control subsequent documents.
Overall, it is possible to change customer perception from “I’m just a number” to “My bank, insurance company etc. treats me like a person, they understand me”. Making the documents more conversation-like is one achievable way of improving the customer experience.
Check back next month when I’ll discuss the steps to creating a response-driven communication strategy.