Is Sending Personalized Communications Really That Important?

Is Sending Personalized Communications Really That Important?

09/03/2018

Ensuring that customers feel valued is key to building lasting relationships. One way of doing this is through personalization. Offering individuals specific deals, discounts or simply understanding and acting in accordance to their preferences provides value and enhances the customer experience. 

One Size Doesn’t Fit All

Not all customers are the same, and businesses that believe they are will soon begin to alienate sections of their customer base. Take communications, for example. Companies may rely heavily on email as it’s relatively cost-effective and can reach a large number of contacts quickly. Yet, while this may be suitable for a number of customers and types of correspondence, it isn’t perfect for all. Some customers prefer to receive statement updates by mail, while others want appointment reminders or special offers sent by SMS. Not altering processes to meet these requirements can lead to customers feeling as if they are not being listened to.

Similarly, sending exactly the same messaging and content to each and every customer can also result in them feeling undervalued. If they are being sent correspondence that isn’t completely relevant to them, they are likely to disregard it. It’s hard to build brand trust and loyalty if recipients aren’t reading your messages.  

Making Personalization Simple through Automation

Many organizations don’t have the time to personalize communications because they rely on manual processes when creating and sending items. With resources stretched, using standard processes, formats and messaging saves time, and personalization adds complexity that can result in errors being made. The solution is technology. Easy-to-use software can automate document creation and distribution. This ensures accurate professional-looking communications are always sent to the correct recipient and using the channel they prefer.

A single dashboard also allows for effortless document enrichment and personalization, where they can be perfectly tailored to meet individual needs. Sending customers targeted, personalized messages at the right time and via the right channel is key to driving customer engagement and satisfaction. Those that get it right are able to build lasting relationships, which has a direct impact on revenue and business growth.