ADVERTORIAL: Why good customer communication is key to improving your business

Whether you are a fledgling start-up or an established brand powerhouse, it’s essential to talk to your audience in the right way.

Sending timely, personalised and easy-to-access communication in the format that your customer wants – whether that’s digital delivery, SMS, email or print – will improve the customer experience and increase engagement.

Shelley Hawkins, from multi-channel communication experts CFH Docmail, explained: “In a world of screens, devices, and touch points, it’s important for companies to create a seamless customer experience for online and offline communications in order to drive engagement, improve outcomes, and deliver real results.

“Multi-channel communication is when those channels work really well together to engage your customers in a pleasant, highly-personalised experience.

“Companies that focus on really understanding their customers and how they choose to receive their correspondence will be the ones with an important competitive edge.”

If it all sounds a bit complicated, don’t worry. Here are a few top tips on how digital transformation can help improve your customer relations.

Communication is key

Respecting and understanding your customers’ needs is absolutely essential in today’s marketplace.

Your communication is key to the success of your organisation. Whether it’s internally with your employees, externally to your customers or with the wider public, knowing what to say and how to deliver those messages is crucial.

A blended approach to communication using a tailored service with a bespoke mixture of online and offline communication will guarantee improved results and outcomes whether it’s mobile first, letter first, or a mixture of both.

Improve your relationship

Now more than ever it important to build good relationships with your customers. Today’s consumers are smart, savvy and time-starved and want to receive relevant advice and information when it matters.

Multi-channel communication solutions allow companies to send automated, time-sensitive, secure and personalised correspondence through the most appropriate touch points improving customer engagement and experience.

According to a recent PWC survey, more than 70% of consumers said the experience provided by companies is a decisive factor in making a purchase. In fact, they rated it even more important than the price or quality of a product.

This is why businesses need to really understand what they are trying to achieve and develop a bespoke communication strategy that will get the best results.

Whether that’s sending personalised documents directly from your own computer, or a fully integrated multi-channel communication strategy tailored to your specific needs. One size does not fit all anymore.

Build loyalty

Building customer loyalty isn’t easy and sometimes feels like you have to anticipate what the consumer needs even before they demand it.

Since the onset of Covid-19, the use of digital technology has been accelerated beyond belief and has changed the way in which we all communicate.

In an article published by Econsultancy, companies that are failing to take advantage of digital tools and platforms to create seamless experiences are at a disadvantage.

We all know that consumers are more loyal if the customer experience is pleasant and the company offers support and advice when it’s needed.

Companies that focus on this are seen to really care about customer satisfaction rather than only selling their latest product or service.

Impressive results

One company that knows this more than most is Fair For You – a UK-based not-for-profit organisation.

Traditionally, its communication production was managed in a secure call-centre environment but, with a targeted growth of 10 times its current state over the next five years, it sought an alternative solution.

CFH Docmail provided a complete audit and scoped out a phased plan to help Fair For You improve its existing communication process.

The company instantly transitioned over half of its communication requirement to CFH Docmail using the automated managed service.

CFH Docmail works with customers to develop a bespoke communication strategy that will get the best results
(Image: CFH Docmail)

The results were so impressive Fair For You is now adopting this process for its remaining postal requirements and is also exploring additional multi-channel communication methods with CFH.

By working with CFH, the company was able to target clients when it mattered with relevant, time-sensitive information, so that call to actions were met and engagement was driven through the appropriate communication touch points.

This contributed to its first sustainable year through improved outcomes and improved business services.

Fair For You Commercial Manager Chris Bennett said: “In a regulated sector where treating customers fairly is paramount, effective communication is essential.

“CFH’s ability to provide outstanding customer service, through a series of brilliant handovers and extensive customer knowledge, allows us to not only meet our obligations but exceed them by ensuring our customers feel involved and well-informed throughout.”

Talk to the experts

CFH Docmail boasts three large production sites across the UK providing a genuine in-house, one-stop solution. Clients include local authorities, the NHS and healthcare providers, financial institutions, and business services both large and small.

Offering ‘best in class’ security and award-winning service, it works with customers to really understand what they are trying to achieve and develop a bespoke communication strategy that will get the best results.

Shelley said: “By working together, we can scope out your requirements and use our joint expertise to create the right solution for you and your audiences while maximising your business outcomes.”

Find out more?

Isn’t it time you started your digital transformation journey? Talk to CFH Docmail about your communication requirements and the challenges you’re facing and let its team of experts help you innovate your communications today.

For further information, call Shelley Hawkins on 07850 099660 or email shelley.hawkins@cfh.com. Alternatively, contact CFH Docmail on 01761 416311 or visit the CFH Docmail website.

BusinessLive – West Midlands