Nowadays, companies generate a high volume of information and documents that they send to their customers through more channels than ever before. In this context, digitisation and automation in document generation is important, but what is really strategic is to understand the needs of customers when interacting with the service offered.
“We see our customers as guests at a party where we are the hosts. Our job is to make the customer experience a little better every day.” Jeff Bezos, CEO of Amazon
Businesses are embracing customer understanding and creating contextual experiences, but to what extent are customer communications being personalised, and are they taking into account the preferred channel for each customer at any given time?
Understanding customer needs and providing the right information at each touchpoint, based on each customer’s preferences, increases the perception of closeness and helps to improve the overall experience. Customer communications should be part of an overall customer interaction strategy, where each document, form or email is sent in a personalised way, at the right time and through the right channel. Both B2B and B2C companies must design and send personalised and interactive communications to improve the experience in each interaction with the customer, and therefore increase customer loyalty with the company.
Let’s assume that a traveller has bought an airline ticket. The airline company has the information about the destination and when they are going to fly, so a personalised template could be generated and sent by email a couple of days before the flight, recommending the type of clothes to put in the suitcase depending on the weather at the destination. This communication can make the traveller feel that the airline cares about them, and therefore the customer experience is positive.
The difficulty in providing personalisation lies in generating the right communication messages at the right time through the customer’s preferred channels. Companies need to analyse and focus on how their communications management can improve the customer experience in order to meet or even exceed customer expectations.
IberDok facilitates the generation of highly personalised communications using conditional logic and reuse of static and dynamic information blocks.