Adapt your digital communications to the 4 customer profiles
According to Accenture, consumers fall into one of four categories, in terms of their speed in adapting to the digital world. These categories are as follows:
- Traditional consumers: they’re keen on the traditional channels (paper, telephone)
- Consumers in the exploratory stage: they’re testing certain digital features to see what changes digital technology makes in their day-to-day lives
- Consumers in transition: they’ve adopted digital technology to a large extent in their daily lives but haven’t completely abandoned traditional channels
- Digital consumers: they’ve gone digital in every aspect of their lives
All of these consumers co-exist, and it’s not as easy as it used to be to separate them simply based on age. Seniors are now as digital savvy as young people, who are still gravitating between traditional and digital. You have to be able to reach all of them. If not, a competitor will beat you to it.
Meet your customers’ different needs through digital communications
By switching to digital communications, here is how you can meet the needs of each type of customer:
- Traditional consumers: combine direct mail and email with PDF
Continue sending them paper communications but accompany them with a digital version. You will meet their needs while preparing them for what comes next. For example, if you send your invoice by direct mail but also by email with the invoice in PDF, this will gradually familiarize your customers with the digital tool. When your customers are ready to abandon paper, the change won’t be too drastic for them. This also allows you to build customer loyalty: they know they won’t have to change suppliers when they want to change their internal processes, because they will already trust the procedure.
- Consumers in an exploration phase: reassure them with personalization
Since these customers are in a test phase, they are still skeptical. They must be reassured about the security and efficiency of digital communications, by using personalized communications. They will see that this new mode of communication doesn’t specially imply there are robots behind the screen or that you no longer have time for them. Personalization will show them that you are continuing to pay attention to your relationship with them and remain available. This will allow creation of a more qualitative relationship than generic communications.
- Consumers in transition: dare automation
These consumers have already adopted some digital tools but still have to deal with legacy processes. It is very likely that your customer is starting to be comfortable with your email communications, as the case of invoices.
So why not proceed to automate communications? For example, your customers will receive a confirmation email directly after making a purchase. They may also receive a bill payment reminder before the due date. This will allow creation of a certain routine and your customers will feel more in charge. Thanks to your reliable automated process, they will be confident that they won’t lose your bill or forget to pay it.
Saving time is also a major motivation: the delay between communications will be reduced, allowing your customers more time to organize their payment, for example.
- Digital consumers: adopt multichannel communications
These consumers are already convinced about the use of digital technologies. You will be able to experiment with new tools with them. Since your customers have already gone digital, don’t hesitate to vary the communications channels so they can juggle their different tools. Email, SMS, websites, Cloud, portal…
You then offer your customers instant access, anywhere, anytime to communications. They can pay your invoice from their mobile device, even if they aren’t at their desk. Also prefect for reducing your customers’ payment time.
At Objectif Lune, we offer software to help you improve your customer communications. Visit our website to learn more.