Capitalizing on the Data-Driven Customer Communications opportunity

Remember back in the day? When Web communications emerged and businesses started creating electronic content, typically PDF versions of their printed documents?  It changed the way we share information.

Today, PDFs clearly aren’t enough anymore because they aren’t optimized for mobile devices and don’t allow interaction with their readers. And these real-time interactions, through a keyboard or touchscreen, have become essential to providing a good customer experience

Web, email, mobile, web portals and social media have been added to the communication mix.

A more personalized experience 

Infotrends estimates that the value of electronic customer communications is expected to grow by 15.9 % annually between 2013 and 2018, reaching 23.9 billion US $. This compared to a 2.8% growth in print value over the same period!

 The amount of digital transactions that we are sending to customers has exploded.  And it’s not just for the big stuff but for things like sign-up confirmation emails, invitations to rate services or simply automatic “thank you” notes.

Multi-channel communications enable businesses to provide a personalized and more relevant experience.  Because it helps to create higher loyalty and more cross-sell opportunities.

But customers want more than personalised communication. They want to be in control. They want to be engaged with brands and feel involved.

There is a real need to improve digital transactions and create a more pleasant and consistent customer experience.

Digital self-service portals

The latest trend in the market today is digital self-service portals. Portals are websites where customers can login to access and interact with their information.

Portals bring great benefits to businesses; they provide companies and customers with more control over the business process while at the same time offering more opportunity for selling. Communications take place in a controlled environment and it’s easier to track what customers do and want.

Customers have gotten used to these smooth transactional communications (mostly when they book a trip or buy a show ticket).They want to live this kind of experience with all the companies they do business with. They don’t see how difficult it is for smaller businesses to make this happen.

It’s all about first impressions, and you only have one chance to make a good one.

Did you know that 80 % of companies will have digital self-service capabilities for their customers by 2017?

Managing IT infrastructure 

Data-driven customer communications can be challenging to implement. Businesses typically use a variety of IT systems to manage information, and they don’t know how to bridge the gap between systems and digital applications, making it difficult to capitalize on selling opportunities.

Businesses say managing their IT infrastructure is one of the top 3 challenges they face when implementing interactive customer communications.

Unfortunately, digital transactions generate a lot of data and dealing with it can be intimidating.

Small and medium-sized businesses say that issues related to data are something they struggle with. Their systems are too rigid to adapt easily to evolving needs. They feel they lack the resources in time and expertise to tackle these issues cost-effectively.


Helping small and medium-sized businesses with these specific needs is what drives Objectif Lune’s development strategy.

Want to know how to achieve amazing interactive communications? Visit us for more information.

Want to know more about Customer Communication Management? Read Infotrends Whitepaper.