Consider this: Every month you send your customer a bill. They open it, read it, pay it promptly and move on — month after month, the cycle is repeated. Seems like a waste to consistently be contacting your customers through their bill without actually connecting, doesn’t it?
Integrating OSG Dynamic Messaging with your bills and invoices provides you with the perfect chance to open a door of communication every month. Whether you are promoting a new product, cross-selling a supplementary service or simply providing relevant information, adding a customized message improves the efficiency of the statement and allows you to reach your customers without the hassle of sending a separate email or letter.
Not only does Dynamic Messaging allow you to send targeted messages to your customers each month, but it also gives you complete control over the look and feel of the design. Adding in full color images, personalized fonts and branded content ensures the message will grab your customer’s attention and keep it.
Every month is a new opportunity; don’t waste the chance to dynamically transform your bill into a unique communication channel.
“But I would walk 500 miles. And I would walk 500 more. Just to be the brand that walks a thousand miles to be delivered at your door.” – The Proclaimers (kind of)
Your customer’s journey may not take a thousand miles, but their journey is unique to them. Whether they are an old customer returning to your brand or a new one experiencing your brand for the first time, each touchpoint propels them further along in that journey. Understanding where your customer is in their process—and the next steps they might take—enables you to offer them a more personalized experience that centers their needs and encourages action.
The first step in the customer journey is one that the brand is not necessarily involved in, known as identification. During the identification stage, the customer becomes aware of pain points or needs in their life, realizing they are either lacking a provider for a product or service to satisfy these pain points or they are unhappy with the ones they have.
Customers may become aware of such pain points in several different ways. If they already have a brand providing the product or service, the pain points may arise as the honeymoon stage with the current brand ends. As with any relationship, after the initial excitement fades the customer becomes aware of flaws, they might feel ready for a change. On the other hand, if the customer does not already have a brand providing the product or service, they may become aware of pain points through digital advertisements, social media, billboards or a variety of other means.
No matter how the customer discovers their pain points, the result is the same: they begin to look for solutions. And that is where your brand comes in. Throughout the customer journey series, we will lay out how customers travel from discovering a pain point to becoming a loyal brand advocate– and what you can do to engage each step of the way–creating a positive customer experience and elevating the customer-client relationship.
Imagine opening an email from your favorite brand offering you 50 percent off to sign up for a product you already have. Chances are you would immediately delete the email or contact the company to inquire why you’re paying more than a new customer.
The need to personalize each of your critical customer communications is no secret. Customers are bogged down with countless promotional emails and direct mailers they receive daily – meaning they simply don’t have the time to waste reading a communication that doesn’t pertain to their needs. Personalizing your critical customer communications shows your customer you pay attention to their specific journey with your company. According to Accenture, “75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, OR knows their purchase history.”
Personalizing your critical customer communications means going beyond merely addressing your customer by name – it means understanding your customer and what they need from your company and your products or services. Using data to formulate a 360-degree picture of your customer allows you to target your customers based on their buying habits, interests, needs and more. This deep level of knowledge about your customer allows you to offer discounts or suggest products that will be useful to your customer and keep them loyal to your brand.
Tools like OSG’s Dynamic Messaging and Campaign Composer allow you to create targeted messages designed specifically with your customers in mind. Using Campaign Composer, you can quickly and easily segment your customer base and send targeted one-to-one marketing messages. Dynamically targeting messages to suit your customers’ needs increases the effectiveness of your campaigns and keeps your customer active and engaged.
It’s time to take your critical customer communications to the next level—personal.
3 (Big) Ways to Use Big Data for Your Critical Customer Communications
When it comes to data in the 21st century, it’s time to think big—literally. Big Data is collected constantly at ever-increasing speeds from smart phones, computers and a variety of other touch points. With so many metrics and data points, it can be intimidating to know where and how to start leveraging them. Luckily, there are a few easy and very effective ways to use data to increase the impact of your critical customer communications.
- Understanding Your Customer
One of the first—and, in all actuality, the most crucial—things you can gain from data is a true understanding of your customer: how they act, what motivates them, what they like to purchase and why. A true insight into each of your customers is a veritable gold mine of information. Understanding your customer means understanding how to communicate with them and, ultimately, how to keep them from abandoning your brand for another.
Personalization and data go together like peanut butter and jelly. It’s an obvious pairing, because data allows you to gain the insight you need to make each customer’s communication a personalized experience. Once you understand a customer, the next step is to begin targeting messages to their specific needs. Tools like OSG Dynamic Messaging allow you to send customers specified messages that speak directly to them. After all, customers want to feel unique and understood, and what better way to do that than by sending them customer specific communications?
For most companies it is a difficult feat to attempt to send out personalized messages to each individual customer, that’s where segmentation comes in. Grouping customers into segments based on similar qualities such as purchase frequency, products purchased, purchasing motivation and more allows you to send a message that targets your customer without needing to send individualized messages. With OSG Campaign Composer you can filter your audience using specific data and send targeted, one-to-one messages to any segment of your customer base. These targeted communications make your customers feel more understood, which in turn means they are more likely to engage with your message.
Learning how to utilize data in each message you send out allows you to more accurately and efficiently communicate with your customers. Contact us to learn how to begin using data in your critical customer communications.
We’ve previously covered the marketing potential of the transactional document. With enhancements like dynamic messaging, it’s possible to transform a bill or invoice into a more personalized vehicle to send to the customer.
But the transpromotional possibilities of the transactional document now extend beyond the document itself. It is, in fact, essential to think beyond bills and invoices, to leverage data and employ other optimized channels that reach customers in new, additionally engaging ways.
What does that mean in practice? Imagine a Go Green message on a paper bill, incentivizing a print customer to switch to an electronic solution. That printed message can be modified and then delivered to through a customer contact center phone call, a text message, a social media ad, or an email campaign. By extending the “life” of the message, we can reach customers at the right time in their preferred channel.
The idea is to weave robust technology with powerful transpromotional marketing messages, to merge customers’ viewing preferences with your marketing initiatives, and to extend the life of your marketing plan across channels. The bill is just the beginning.
Contact us for more information on leveraging the power of your data and transactional documents.
As an omnichannel communications company, we recognize the importance of providing digital and print solutions that move with customers as their ways of communicating evolve. That’s easy enough to say, but here are some stats we culled that illustrate the importance of providing this omnichannel experience from both the consumer and marketer perspectives.
–98% of Americans switch between devices in the same day. (Source: 2016 Google Research report)
-75% of consumers expect a consistent experience wherever they engage (e.g., website, social media, mobile, in person). (Source: 2016 State of the Connected Consumer Report)
–Companies with strong omnichannel strategies can expect to retain an average of 89% of their customers. (Source: Aberdeen Group, Inc.)
-86% of senior-level marketers agree that it’s important to create a cohesive customer journey across all touch points and channels. (Source: Salesforce)
With data showing that transactional documents are increasingly being used as promotional tools, it’s a good time to revisit some basic marketing practices. Here are some insights straight from the OSG Creative Studio.
- Make your message strategic.
We’ve mentioned before how important it is to use data to create dynamic messages. When you have real insight into your customers’ needs and patterns, the endless marketing options become more tailored and, ultimately, more effective. Use a paper bill to push the switch to e-bill. Up-sell or cross-sell one of your services. Offer an enticing promotion. Just make it count.
- Then make it pop.
Size the message properly, incorporate color, and avoid information overload. Less is more.
- Don’t disrupt the flow.
No marketing should disrupt the clarity of the bill or invoice’s key elements. Make sure the framework is there, so the message doesn’t add confusion. You might even consider upgrading your entire invoice package with envelope messaging or an additional messaging page.