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Elixir at High Volume
Elixir at High Volume looks at how to maximize the value of today’s documents and online communications. This column is a mix of industry perspective, marketing expertise and general tips. It endeavors to address everyone who contributes to the process of distributing effective communications, as well as presenting customers’ views on what works and why.
Challenging Economic Times Call for Transpromo Techniques By Denise Davert, Elixir Keeping customers is always important; but it's especially critical during challenging economic times. When new business is falling off, this group's continued patronage can help a company weather a poor economy. One very simple thing you can do during such a time is maintain good communication with your customers, and the same software that affords transpromo can help. The only difference is the type of message. Instead of promotional, make it helpful and informational. Transpromo is traditionally used for up-selling and cross-selling to current customers, but move that to a lower priority and instead, use that real estate on the transactional document to strengthen your relationship with them. In fact, go WAY outside the scope of trying to sell to your customers. Remember that they too are going through the same economic situation. This is a great time to explain to your customers how they can get the most benefit from the products and services they already buy from you. Do you provide necessary products or services but have lots of competition? Use the transpromo concept to explain the value of your services to your customers rather than to sell them even more. Do you provide products or services that your customers could do without? Use transpromo as a way to tighten your relationship with them. The applications that support transpromo enable you to use any database within your organization to format the message and each document can carry a completely unique message to the recipient. Below are some example scenarios, but envision your own company’s products and services as you read on. Using cell phone providers as an example: It’s important to communicate to the customer how to get the most out of their specific products or services. Customers don't just have cell phones; they have Razrs, iPhones and Blackberries. How can you act on this information and help them? Consider proactively letting your customer know about a better plan specifically for them. Honestly, I would be grateful to my provider if they did something like this. How better to let me know than right on my statement? You can be certain that (these days especially) I am checking my minutes! On the flip side, if you have customers who could downgrade to a lesser plan, promote the value of the services they currently have. Can you tell from the data that they are not using their services to their greatest benefit? Let them know! Transpromo provides the way to do just that. Attend an Elixir webinar on Transpromo to learn more: www.elixir.com/web_events.htm
