An Expensive Game: How Brands Can Reach The Bombarded Consumer
In 2016, the average consumer was bombarded with brand messages on a level never seen before. With an ever growing number of different communications channels like email, text, messaging apps, social media, and more, consumers are often bombarded by messages. As Sam Madden, UK director, Wiraya explains to ExchangeWire, brands need to recognise the danger of over-messaging, or risk being deleted altogether by frustrated customers.
In our most recent report, we discovered that 86% of customers who left their energy, mobile, bank or insurance provider said they would have been more content with the service if had they been contacted in the way that they preferred, as well as in a timely manner (20%). Nearly a fifth of customers said they never received relevant information at all (17%). This cannot be ignored. It is clear that traditional mass communication is no longer working and customers are increasingly wanting and expecting personalised messaging.
The challenge for businesses is how to make this happen? Creating tailored, human messaging that works across a large customer base, that isn’t expensive and time consuming. The experience for end users is also key, with many businesses wary of using technology to communicate with customers in case it appears impersonal and robotic.
It is important to note however, that it doesn’t have to be one or the other. It is possible to combine both human insights and AI technology to create an intelligent, intuitive service that enables personalised, tailored messaging without losing the human touch. This method will allow for real-time, engaging customer communication making sure customers are spoken to when and in the way they prefer, thereby improving satisfaction.
Cultivate brand loyalty from the off-set
The first 100 days are incredibly important in building trust with a customer and starting the relationship on the right foot, preventing a passive customer later down the line. From day one, customers should be receiving a personal dialogue from a provider, but this can often be costly and inefficient for the brand. This is where effective human automation and AI can often provide a helping hand.
We worked with Telia, a telecom operator, to create a more efficient welcoming process by using AI driven pre-recorded calls alongside text messages (SMS) to send to new customers that were all individually personalised. Not only were these messages real time, but they also connected the customer to the human customer support team at a time of their choosing.
Proactivity not reactivity
Rather than just choosing the right channel, brands should think about the right message for customers. It’s important to review the language of each message and even creating a service led approach if possible. Try not to ask your customers for things too frequently, rather offer them a service and let them know how this will make their lives easier.
Start by looking into whether a particular service for a customer suits them and if not, then enable them to easily switch. Do this before they are approached by another provider or before they realise it’s not for them, which inevitably leads them to switching provider. The idea of being a help rather than a burden to your consumer will encourage them to stay and drive more value across the customer lifecycle.
Whilst it is important to be proactive, it is crucial that you remain intelligent in your message and approach. For example, if a supplier mails a letter asking customers to send in their account details, or remind them about a payment, it could be easily overlooked or could be seen as a burden to complete and send back. However, if digital communication is identified as the preferred method e.g. email or text (SMS), then they are more likely to provide you with what you need.
A great example is a Swedish insurance company who we worked with called If, which wanted to get more customers to renew their insurance. Instead of bombarding the consumer with mass communication after post and email failed, they used an automated AI solution. The smart combination of channels including SMS, pre-recorded phone calls and postal mailings, amongst others, allowed customers to easily end or renew their contracts from the convenience of their mobile phones, and significantly reduced churn.
It is important to remember that it is five times more expensive to acquire a new customer than it is to keep an existing customer. Brands must prioritise understanding their existing customers and gaining their trust to create truly positive customer experience and reduce customer churn.
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