“Customer Experience” is the new buzz-word these days…and for good reason. In a world where everyone is connected 24/7 to information, and each other, one disgruntled customer can quickly spread the word about their experience. And what customers say about you and your company has a direct influence on your perception in the marketplace. As a result, C-level decision-makers are turning their attention to ways to build and sustain a superior customer experience.
Experience Builds Brand Loyalty
But building brand loyalty is an uphill battle. According to Nielson, the celebrated market research firm, 78% of consumers are not loyal to any particular brand so keeping customers loyal is already an uphill climb. The effort pays off for companies willing to do the work, however. Analysts at research advisory firm BIA/Kelsey tell us that a repeat customer spends 67% more than a new one. And since it costs significantly more to land a new customer than it does to sell to an existing customer, working to brace brand loyalty makes good business sense.
Common Correspondence is Key
How can you keep customers loyal to your brand? One way is by examining how your common customer correspondence serves to help…or hinder…the everyday experience of your customers. Seventy percent of customers cite poor service as a reason for leaving (McKinsey). Do your everyday documents — statements, acknowledgments, invoices and notifications — provide a level of service that will keep them around? If the answer is no, it’s time to do something.
At Eclipse, we are experts at making everyday documents into vital tools to improve and maintain customer loyalty and experience. Our flagship solution, DocOrigin, was built from the ground up to enable business units, marketing specialists and IT departments to work together to create customer documents that make a difference. You can easily add targeted content, include relevant messaging and coordinate campaigns across multiple documents, accounts and lines of business. With a common and easy-to-use platform like DocOrigin, you’ll save money, increase effectiveness and boost the lifetime value of each customer.
Want to find out more? Check out this brief video on the new DocOrigin Customer Communications Center (7 min) to learn more.