Create a business case

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Step 1: Start with research
First, conduct research among a representative group of customers and look at their preferences. This provides insight into which communication people want to receive via which channel. This creates clarity about whether customers are open to a certain approach and which channels they expect for which communication. Because it can take quite a bit of time and money to collect this data for each customer, it is important to first conduct research among a limited and representative group of customers, before tackling it on a large scale and having to make significant investments.

Consider what information you need to collect. Start with the customer experience and appreciation of the current method of communication. Is the customer satisfied with this method of communication and does the current channel meet their needs? Only when this is clear can you start looking at the customer's preferences. Do not only look at the preferred channel, but also at what information people do or do not want to receive.

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Together with colleagues from other interested departments, communication and marketing employees can create a business case to gain insight into when a shift to digital channels takes hungary phone data place. In this, they can indicate that significant savings can also be achieved there. Your company is then able to offer the same information to customers, but at a lower cost. This also justifies investments in collecting digital contact details.

Let’s say that collecting an email address costs an average of €2.50. But once you have the email address, you no longer need to send certain information by post twice a year. This saves you two stamps per year and you will have earned back these costs in two years. At many companies, the vast majority of customers do not have the correct digital contact details. If you retrieve this information efficiently, this can save you a lot of money in the long run.

A good example of this is an energy supplier that approached me and which I also referred to in my previous blog. This organization spared no expense or effort to obtain my digital data. After first sending a letter and then an email, the company then contacted me by phone. That is a considerable investment and shows what an email address can be worth.

There are four potential benefits that a business case can provide insight into.