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customer intimacy
When your customers know
you’re talking directly to them, and about them, they begin to
feel engaged in a dialogue...
With even the most
basic customer information available, we are able to provide
personalised documents to spark the feeling of engagement and
initiate the dialogue with your customers.
That dialogue
generates customer trust, and trust – as we all know – can be
your most valuable asset for marketing and retention. As
you gather information about your customers, you are able to
increase the level of document personalisation – providing
communications that can become more and more relevant to the
recipient as the relationship life cycle progresses.
This level of
personalisation will differentiate your product and service
offerings from those of your competitors and will enable you to
provide a tiered service model to your most valuable customers.
The Smart Publishing
service will increase real customer satisfaction at every touch
point, reducing churn rates and improving the profitability of
your financial services products.
achieve measurable success
against predefined strategic and revenue targets
Pain beats pleasure.
Australian financial institutions, like their counterparts
around the world, put heavy emphasis on customer satisfaction
scores as performance indicators for their products and
services. However, when examined in depth, these scores do not
necessarily translate into customer advocacy or long-term
revenue growth.
Through the eyes of
customers, financial services organisations have the wrong
priorities. The primary focus should be on customers’ sources of
frustration, not on initiatives to create a fantastic customer
experience – what we call the ‘wow’ factor. The pain of poor
service far outweighs the pleasure derived from customer
acquisition or retention activities. Organisations that
recognise this are more likely to focus their attention on
addressing the real issues for their customers. This translates
into a reduction in customer churn and a positive flow through
to profitability.
Among Banking
Customers polled by Fujitsu Australia, the biggest frustration
cited was ‘Poor Service’ and IFSA research found that the
primary service element that continued to fail to meet
expectations was service documentation.
The Smart Publishing
proposition provides organisations with an opportunity to deal
with one of the largest customer irritants by offering
personalised, user-friendly documentation. This brings the
ability to exceed customer expectations in this area, providing
relevant customer satisfaction to reduce churn rates in an
organisation.
During the
establishment of the Smart Publishing Service, Smart Publishing
Australia will
work with your organisation to establish relevant repeatable
metrics to measure the success of the service during its life
cycle.
The metrics will
provide feedback to allow your organisation to make decisions
about the type of initiative that provide genuine customer
satisfaction. |
