There’s a common adage in business that the customer should always come first, and that’s especially true when it comes to marketing and communications. Dialing into your customers’ wants and needs then planning your communications accordingly can go a long way towards building brand awareness and increasing customer loyalty. It can also play a vital role in obtaining new customers, as more than half of consumers analyze company communications to determine its level of innovation.1
One positive indicator for companies as they think about how to become more customer-centric is that the majority of customers find company communications useful. According to a survey from Quad2, the overwhelming majority (87 percent) of respondents said the direct mail they receive from companies they regularly purchase from was “extremely useful.” For the 18- to 34-year-old demographic, 90 percent found email useful while 85 percent said the same about direct mail.
Here are some tips to zero in on customer centricity and make your communications even more relevant and appealing to consumers.
- Keep communications simple and straightforward. No matter the industry, consumers want transactional communications – especially billing statements – to be clear and easy to understand. 1 Design company communications to ensure the most important information shines through, and avoid jargon or industry terms that can be difficult for the average person to understand.
- Make important information easy to find. The vast majority of consumers (73 percent) would rather see account details directly from an email or billing statement rather than having to login to a website, which makes sense as the world becomes increasingly mobile. 1 While some information is best kept behind a login screen due to security and privacy concerns, letting consumers see some account details at a glance is a customer-centric move that will help satisfy their desire for quick information.
- Let consumers choose their how they receive communications. While many customers are opting for a digital experience, there are still many that prefer traditional paper mail. There’s no one-size-fits-all option for communications, and that’s why it’s important to offer customers options. Cover your bases with an omnichannel approach that mixes digital initiatives with tried-and-true print strategies such as direct mail, and let your customers choose the options that work best for them.
A customer-centric communications approach can have a big business impact, and Matrix is here to help you raise the bar with communication platforms that deliver. Recognizing the importance of a diverse strategy, we reach your audience with clear, concise and reliable omnichannel communications. From digital e-solutions to transactional print communications with many options in between, we can help you take the guesswork out of customer centricity with campaigns and strategies that break through.
Contact us today to get started. Your customers will thank you.
1Communications Insights: Broadridge
2Quad
