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Why a great customer experience starts with personalized customer communications

With so many options to choose from, every interaction with your customers is critical. When it comes to quality service, 17% of customers will only give companies one chance while 59% will walk away after a handful of bad experiences1. However, not all is lost–just like in any successful relationship, communication is key to positive customer interactions.  

Keep customers engaged and informed with positive, consistent communications in the channel of their choice.

Personalized communications prompt consideration and factor into purchasing decisions—76% of customers are more likely to consider a purchase if they’ve received personalized communications, and 78% will repurchase from that brand and recommend it to their family and friends2.

However, providing personalized communications can often be challenging for organizations. Read on to learn why customer communications is the gateway to a great customer experience, and how you can augment your existing customer communications.

Achieving personalization with customer communications management software (CCM)

Organizations with a large and diverse customer base manage their extensive customer communications effectively with CCM platforms. These platforms use a rules-based engine to determine a customer’s communication preferences—some want print, others want email, and others want to receive a text message.

Instead of receiving another piece of mail with a promotion that isn’t tailored to what the customer wants or needs, a CCM ensures each communication is thoughtfully curated for the customer based on their purchase history, preferences, and communications choices. 

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It’s common for organizations in industries like financial services, healthcare, and utilities to use CCM software. They have a significant amount of data on their customers and have to communicate frequently about different products and updates to meet customer and regulatory requirements. In today’s digital age, organizations from any industry can benefit from CCM to streamline communications.

In fact, companies that get personalization right generate 40% more revenue than their competitors who aren’t focused on tailored customer communications.3

What’s standing in the way of personalization?

Despite the benefits of using a CCM, not every organization is ready to use one. Personalized communications rely on structured data, which organizations lack. For example, when a new client enrolls at a bank, they have to provide personal information. In most cases, that can be done online in a digital experience that captures the data and passes it to downstream systems. The captured data can be leveraged for a welcome email that outlines next steps for onboarding and is delivered automatically to the customer’s inbox in minutes.

However, there are many organizations that rely on manual processes that don’t provide structured data as an output. For example, a customer has to fill out personal information using a pen and paper. Upon completion customers must  sign, scan, and send various documents back to the company, where another bank employee will input it into a different system. This process is lengthy, error-prone, and not customer-friendly. Worst of all, it doesn’t allow for straight-through customer communications—the CCM would only generate personalized communications once the manual process was completed.

How to augment customer communications

Despite the advantages of using a CCM, there’s still room for improvement when it comes to providing automated, end-to-end customer communications. Currently, organizations are limited in the number of straight-through dynamic communications they can provide because of legacy technologies and funding constraints.

To augment customer communications even more, adding a low-code solution can help automate customer processes end-to-end. 

The right low-code platform allows those closest to a particular process to improve it. So, instead of relying on IT to update a legacy system or digitize a particular process, a business user can create a customer experience that collects customer data up front, and then sends it downstream to the CCM. 

Low-code platforms are sometimes frowned upon by IT, but the right platform balances IT’s concerns with the business needs. IT gets to maintain the governance over data and compliance, while the business can take the problems they want to solve and turn them into digital experiences. Best of all, customers benefit from true, end-to-end automated communications.

Woman at her desk smiling.

Sources and credits

1 Experience is everything: Here’s how to get it right, PWC, 2018

2 The value of getting personalization right–or wrong–is multiplying, McKinsey, 2021

3 The value of getting personalization right–or wrong–is multiplying, McKinsey, 2021