How to Develop a Multi-Channel Communications Strategy: A Step-by-Step Guide
A lot of businesses are moving away from a one-size fits all customer communications model and instead are tailoring their communications to their customers' needs. This multi-channel communications strategy is a proven method for effective and cost-efficient communication. That's why we are taking time today to break down how your organization can develop and leverage a multi-channel communications strategy to better meet customer needs.
When we think of our customers, we can’t assume that a one size fits all approach is the way to go and that all customers want to be communicated through digital means, just because that is what appears to be the norm these days. Your customers will generally come from a varied background of needs, wants, preferences, and generations when it comes to the way they prefer to communicate with their suppliers. Therefore, not all customers are created equal.
For example, some baby boomers feel more comfortable with receiving their business correspondence like credit card statements and goods and service invoices through physical mail. While millennials, on the other hand, are often on the go and expect immediacy and simplicity, and prefer to have all their communications delivered on their mobile device or tech watch. Whatever the case may be, it’s prudent for businesses’ to understand their customer base and ensure that they have solutions in place to cater to these varied preferences.
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 who force their customers to abide by their ways of doing business.
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.
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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