Many of today’s corporate communication strategies are being driven by the need to serve and communicate with customers that have different delivery requirements and preferences. So it is no surprise to learn from a recent InfoTrends study that many corporate organisations are pursuing a multi-channel communication strategy to control the growing complexity of related processes.
Despite the migration of many communications both to online and to mobile delivery the study also highlighted that organisations are increasing their use of blended communications, incorporating print with digital channels.
Although traditional print continues to decline, it still represents 40% of respondents’ communication spending in the last year. But its future role hinges on its ability to integrate seamlessly with other channels. And, where respondents are using print as part of an integrated blend of communications (indeed 31% state they already are), it’s achieving some of the best customer response rates. Up to 27% in some cases.
Growth in the use of digital media is reshaping the way organisations manage the growing complexity of communication processes. The study found that up to a third of organisations are already managing their communication processes in-house. And over a third of firms in financial services are managing their own data analytics to optimise targeted customer communications. This suggests that many organisations are already taking more central control of the content and creation of communications.
InfoTrends conclude that in order to react to ever changing customer demands and market environments, organisations will require investment in technology and workflow automation enhancements that improve productivity, delivery speed, and cost.
Having the flexibility of managing content and the creation of communications in-house, and then fulfilling production of it onsite through a CRD or offsite via external service providers, can be the best overall strategy in many cases. This depends largely on the nature, scale or urgency of the requirement.
There are many solutions and services available to organisations providing the desired level of control over a broad range of communication types – from general customer correspondence to marketing or transactional documents. Ricoh can help organisations formulate a communications management strategy using a range of technology and services from Precision Marketing consultancy to implementing a multi-channel communication workflow that facilitates onsite or offsite fulfilment – or a combination of both.
Download the Infotrends white paper – Key Trends in Customer Communication Management
Find out more at: ricoh-europe.com/ccm