All Information on your Customers
Your organisation sends various transaction documents, such as invoices, statements of account or policies. The main characteristic of these documents is that they are addressed to a specific person. That means that you can tailor the contents of these documents to suit the customer. To do that, you need to know the customer through and through. That is the principle of one to one marketing (1:1 marketing).
One to one marketing
One to one marketing is a concept developed by the marketing specialists Rogers & Peppers. They take the view that the best way to retain your customers is by offering them exactly what they want. You already have the information you need to do just that. Because you should know exactly:
- which expenses your customer goes to;
- which products he purchases;
- which information he requested previously;
- which medium he uses to communicate most frequently;
- what neighbourhood or area he lives in;
- ... and numerous other facts.
All this information can be used to place relevant, personalised messages in your document. You can also use it to choose the right medium for communication with your customer: e-mail, mail, telephone or the web. You can then address your customer in a way that speaks to him.
The 20/80 principle
Incidentally, Rogers & Peppers apply to this concept the principle that 20% of the customers account for 80% of the revenue. That is why they advise to concentrate your marketing on these top 20. If you take one to one marketing seriously, it takes a good deal of effort. And why would you waste your energy on less promising (prospective) customers?
Using the best ICT infrastructure
Document Dialog offers you the ICT infrastructure to generate the required information about your customer and to store it in a clear, well-structured way. With a database which has all the data categorised per customer. We also offer you advice and support to deploy this infrastructure as effectively as possible. Make an appointment to discuss the options.
