Customer communication

The Internet is a cost-effective channel for delivering information to your customers and prospects. And as today's customers are becoming progressively more Internet-savvy, it's increasingly likely that many of them are
(or will be) reaching out to you via e-mail.

In fact, email and web-based communications are growing faster than any other means of customer interaction. Used correctly, e-mail has the capacity to help you deliver a quality user experience, establish lasting customer relationships, improve customer loyalty and satisfaction, while reducing service costs.

Several key factors are driving customers to e-mail:

  • a desire to manage communications quickly and from a single program
  • an ability to store communications for indefinite and easy retrieval
  • environmental concerns regarding paper and ink
  • cost savings when companies incentivize the move to email communications

Whatever the reason, the trend is clear. Customers are increasingly looking for timely communications in the form of e-mail from the companies in their lives.

Types of Customer Communications Appropriate for E-mail

Regulatory announcements. Customers may be notified about changes in regulations or provided with communications required by certain regulation via e-mail.

Product announcements. Whether it is an upgrade notice, maintenance or a safety issue, e-mail can be a perfect method of communication with your customers.

Alerts. There are some situations that demand lightning quick communication to a diverse audience. E-mail is just the solution for special sales, subscription renewal reminders, public relations notices to select customer groups and other potentially sensitive information where traditional mail is too slow and too expensive.

Newsletters. Regular communications that are brand building, sales oriented, but highly relevant to customers are tremendous programs that build both sales and customers loyalty. And, when executed properly, can grow the in-house e-mail list.

Electronic statements and correspondence. Several industries have already begun the migration to e-mail away from direct mail. They send monthly bills and statements and regular correspondence to their customers who have opted in to the program via e-mail. In fact, many companies have begun to charge customers for printed statements. Transitioning to this communication avenue can have a dramatic impact on the bottom line for your company.

New customer welcome kit. When companies acquire new customers they typically send a welcome kit in the mail to them. It's usually an expensive piece to produce and more expensive to mail. It also usually contains information that is out of date. Savvy companies are moving more of the welcome materials to e-mail and online media. Introductory materials explaining how to contact the right people for the right reasons, how to read their first statement, and how to efficiently interact with you will do two things. First, it dramatically improves your customer's early experiences with your company. Second, it significantly lowers the support costs associated with assimilating new customers.

We hope that these ideas sparked an idea or two for you and your company. If so, we'd like to help you make them a reality.

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