Personalized documents

 

I WANT YOU!

No doubt he means me. With his almost magical fixation of the viewer on the recruitment poster designed by James Montgomery Flagg in 1917, 'Uncle Sam' has become an icon.

Compared to the beginning of the 20th century, today a multitude of competing information flows incessantly into the human being. This makes it all the more challenging for companies to attract the attention of customers and prospects and to engage in dialogue with them.

Personalized customer communication

In modern customer communication today, there are three key factors that dominate access to customers.

  • Corporate Design, that creates attention throughout all communication channels and helps to create a memorable, unmistakable appearance.
  • Personalization of the contentPersonalization of the content in individual expression arouses interest in order to get into conversation with the (potential) customer. High-quality customer communication begins with the correct form of address, offers tailor-made content that does not contain any incorrect standard passages, but only text modules that are appropriate (possibly legally protected) for the recipient or business transaction, which can be individually modified right down to the content level. If desired, cross- and up-selling offers can be made that are tailored to the situation of the addressee or his preferences.
  • Individualization of the communication channels or the output media plays an important role in view of the increasing mobility and the multitude of end devices to be operated. The number of people who accept personalized documents exclusively in paper form via conventional mail delivery is decreasing. There is a growing number of (young) customers who appreciate the advantages of fast, highly available digital communication: Messages via SMS, digitally fillable forms or important documents as PDF in the customer portal. Such preferences must be taken into account.

From personalization to individualization

In connection with personalization or personalized documents, one often speaks of individualization or individualized documents, the transition is fluid. Personalization refers primarily to all personal data such as name, title, gender, age, marital status, place of residence etc., i.e. the classic customer data as the basis for a personal approach. The term individualisation originally comes from sociology and goes much further. In connection with customer communication, it is, so to speak, on the next higher level of customer knowledge. Here, the aim is to use the data collected, e.g. the customer's buying behaviour, to draw conclusions about his preferences, his style and his preferences and to use this individual profile for offers that suit him 'at a higher level'. For example, mobile operators can use the analysis of communication habits to make their customers a more suitable offer.

How personalized documents are created

How can such a diverse personalization and individualization of form, content and medium be achieved? Only a powerful Customer Communication Management System CCM such as the Series M/ is able to organize the necessary document processes in such a way that all available data is made available via interfaces and the right content is generated in the right form for each recipient. All this under the premise that companies need to maintain conventional postal dispatch for the time being and reduce its costs, while at the same time using CCM to create the basis for driving forward the digitization of customer communication.