Lesson 3: How to leverage multi-channel delivery

October 25, 2019
Author: Caroline McManus
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Ways to improve invoicing, notices and EOBs, marketing mail, and more…

Customers expect to receive personalized, relevant communications that capture their attention despite their busy schedules. And, they are more likely to react to your message if it is delivered via their preferred channel, print mail, email, or even text! Depending on what you are sending, this can mean getting paid faster, improving your customers’ experience, or sending more effective marketing mail.
 

That's why we are taking time today to break down steps your organization can take to come up with a multi-channel communications strategy to better meet customer needs. 

1. Survey your customers’ communication needs

As a business owner or leader in your industry, you need to survey your customers’ needs and find the best way to communicate and deliver critical information while also staying relevant and efficiently manage internal costs to do so. This will also enforce a sense of loyalty amongst your customer base. Customers will feel like they are heard, appreciated, and accommodated as opposed to companies that force their customers to abide by their ways of doing business.

2. Future-proof your communications

While trying to fulfill current customer demands and needs, it’s also important to not lose sight of future customers' needs. As your business looks to grow and expand its offering, remain relevant, and create a more extensive footprint, companies need to be diligent and proactive enough to be forward-thinking and anticipate customer needs even before they request them. When planning for the future, remember to collect customer feedback, conduct market research, and build a customer base that leads to long-term advocacy.

3. Be sure to give your customers options

Customers who feel they can trust the brands with whom they do business with due to the relationships they’ve built through the years prove to be far greater advocates for your business long-term. Removing options for customers without a thorough assessment of their needs puts your business at risk for eliminating a very loyal customer base, which can negatively impact your business’ bottom line.

Rather than trying to go from one extreme of offering physical mail options and outsource options to all digital, cloud, and mobile, it may be useful to add incentives to go digital to create internal cost and resource efficiencies. Some customers may prefer to have their portal for communication, while others may prefer to have email, some through text and others through fax. Irrespective of the communication preference, it’s very reasonable for these varying needs to still exist in today’s modern world. Such incentives of moving from physical to digital or portal to dashboard or on premise to the cloud should be captivating enough for the end customer to make them see the real need to evolve. And allow them to feel comfortable with changing their preferences in a way that doesn’t compromise what they truly want.

 

It’s true that integrating technology serves your business a competitive edge. However there are smart ways to incorporate technology in your outbound communication processes without compromising quality and disrupting loyal customer needs. Irrespective of the speed at which technology evolves, customers will always stay with brands they feel they can rely on.

Neopost is here to help you navigate this transition within your company with Customer Communication specialists trained to evaluate your company's workflow and design a process that works best for your business. Set up a call today at 888.272.4004 or explore our customer communication solutions online. 

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