Today’s technological landscape is evolving rapidly; which translates to mean that getting customers’ attention (let alone, keeping it) is becoming more challenging. Consumers have 24/7 access to multiple communication platforms including email and the ever-changing social media. As a result, businesses from around the world are all clamoring for your customer’s time and attention. That being said, the question every business should keep top of mind is: How do we stand apart from all of the white noise in the marketplace, engage each customer and encourage a response?
1. Deliver Data on Multiple Platforms
Technological data delivery is quickly shifting from a novelty to the standard. While print documents are still necessary in delivering customer critical data, it is important to consider younger generations’ expectations regarding the ways in which they receive and respond to it. Offering your customers the options to receive their documents via email, as well as the ability to log in and have access to their information from any computer or mobile device, will encourage them to open said documents and respond accordingly. Also, giving customers the option to receive their data online only will positively impact your business’ bottom line. It’s a win-win!
2. Create a Distinct Call-to-Action
Your customer has viewed their data…Now what? Whether you want them to pay a balance or go to a certain page website landing page, a strong call-to-action is extremely important. Aside from the Golden Rule of keeping it “short and sweet,” Hubspot has a great call to action (CTA) checklist that can aid in crafting response-compelling documents:
-Copy that makes people want to act
-A clear value proposition
-A specific website landing page aligned with one stage in the sales cycle
The CTA should be eye-catching so the customer not only sees it, but is compelled to read and act on it. Remember that color is your friend!
3. Utilize Big Data
Delivering data to customers provides you with a vehicle to encourage new revenue growth. This is where big data comes into play because it can work in your favor in identifying and segmenting audiences, therefore maximizing customer engagement opportunities. According to Gartner, “Big data is high-volume, high-velocity and/or high-variety information assets that demand cost-effective innovation forms of information processing that enable enhanced insight, decision making, and process automation.” What does this mean for you? Utilizing demographics, trends in borrowing and buying, and geographic location are very powerful tools to use in successfully communicating with each customer on a more personal level. For example, customer-critical data is scheduled to be delivered to a 30 year old, married male. Data reveals that this particular man has recently bought a new house. This would be a perfect opportunity to insert an advertisement about qualifying for a low interest rate loan into the data delivered to him. The more each customer is engaged with offerings that appeal specifically to them, the higher the response rate will be.
As technology continues to progress, practicing these tips will aid in customer engagement success. If you would like to learn more ways to increase customer response rates, click here.