Marketing Impact Blog

Driving a better customer experience

  •   Monday, April 02, 2018


As the clock struck midnight on the eve of January 1st many of us will have swooped in for our first opportunity of the year – that first 2018 kiss with someone special.

In business, April 1st presents us with another new year opportunity. Perhaps we won’t get the kiss this time (maybe some of us will), but we do get a fresh start. A chance to make the most of the year ahead by getting better at what we do.

So, in honour of the new financial year here’s three ways to drive a better customer experience in 2018/2019:

1. Use more personalisation

Personalising your communications starts with knowing your customer. That means collecting and leveraging meaningful and accurate data. Ensuring you have the right lists, audience and information is critical. Quality data can make your communication more engaging and help you avoid waste. If you don’t have enough information on your customers to enable you to do more of this, ask us for help - we know plenty of ways to get it.

2. Use the strengths of mail AND email

A multi-channel approach is not what customers of today want, it’s what they expect.

We must use each channel for its strengths.

  • Mail is great at cutting through clutter and converting sales
  • Email is fantastic at educating, telling current stories, sharing links and immediate delivery
  • Both are great for delivering transactional communications the way your customers want them.

Multi-channel requires a solid strategy. Decide in advance what to send, when to send it, who to send it to and via what channel. This planning process can get complicated, but here’s our advice:

Start with one customer communication workflow you’d like to improve on and get that one up and running before moving on to the next.

If you need help with the strategy, give us a shout – we love this stuff!

3. Work together more

We have seen time and again, the organisations that achieve the most outstanding results from their customer communications are the ones where their marketing, finance, fundraising and communications teams are all working together to achieve shared goals. WOW.

With a combined approach, across multiple channels anything is possible.

If you’re already doing this, go and get that new year’s kiss from your workmates right now—you’ve earned it. But I bet you can do even more. Or if you’re reading this, want this, but aren’t sure where to start, raise your hand here and we’ll help you get started.

We hope these tips help you deliver an improved customer experience in 2017/18. You will certainly be rewarded for your efforts. Remember, if you need help getting started on any of these strategies we are only a click away.


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