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Your Mail and the Customer Experience

When companies consider customer experience (CX) initiatives, they rarely focus on postal mail. Websites, mobile apps, and chatbots get the most attention. But for most companies, communication through the mail is still a vital component of the overall customer relationship. Today we will consider how efficient outbound mail processing, inbound processing, and returned mail processing affect the total customer experience.

Customer Engagement
Customer engagement is how an organization communicates and interacts with its customers or constituents. Interactions occur through a variety of channels as a way to build that relationship.

Robust customer engagement means:

  • High rates of customer retention
  • Increases in sales revenue
  • Improved brand loyalty and trust
  • Growth in brand awareness
  • Memorable customer experiences
  • Amplified customer feedback and insight

Authentic customer engagement requires a strategy based on your customer’s wants, needs, and communication preferences.

Direct Mail as Part of the Customer Experience
Marketers are increasingly adding direct mail to their media mix, as mail is far more effective than electronic media for communicating with customers and prospects. A recent survey showed that 84 percent1 of marketing managers believe that direct mail improves advertising campaign performance. Like online marketing strategies, direct mail can also target customers at each stage of their buying journey, from brand discovery to retaining satisfied customers. With 56 percent of people believing that print advertising is trustworthy, businesses may consider it a better way to contact prospects.2 Much of that trust comes from direct mail’s tangibility. It can be touched, interacted with, and saved. Electronic messages are fleeting, while paper messages have permanence.

The most significant appeal of direct mail is that it can be personalized in hundreds of ways. Customers are more likely to engage with your business if they know the content is created just for them. “Wow, my name is everywhere in this flyer, and these coupons are for stuff I buy!” That is a positive customer experience.

Making Mail Work in Your Customer Experience Initiative

Timely Outbound Mail
One reason email and electronic media are attractive to marketers is the time from idea to “in-the-mail” is short compared to other channels. A marketer can react to market conditions with an email and send it to their customer base within minutes, if needed. It takes longer to develop and print a direct mail piece, but nothing compared to a few years ago. Companies can design and publish a mail piece in hours.

Outbound mail processing technology can apply postage and presort the mail for postal discounts and accelerated delivery, allowing mail that was printed to enter the mailstream the same day. Outbound mail equipment is one arrow in the marketer’s quiver to get communications in the mail stream rapidly. Companies can react to market conditions or share critical consumer information through a channel that gets their customer’s attention.

One of the best customer experiences is receiving a relevant and timely offer or communication. With outbound mail processing technology as part of the communication workflow, an organization can provide a memorable experience consistent with interactions customers have with the company online, on the phone, or in-store.

Inbound Mail Processing
Customers today demand an immediate response to mail sent to an organization. This includes posted checks and payments. People trust the mail. They know a letter dropped at the Post Office will make it to the addressee on time. The USPS has published delivery standards that they meet 93 or 94 percent of the time.

The onus of mail delivery is as much on the receiving organization as on the Postal Service. Processing payments and application forms the day they are received provides an excellent customer experience using the mail. Immediate processing of inbound mail is a snap with inbound mail processing equipment. A chain of custody begins when mail enters the receiving organization. When a customer calls wondering about the status of their mailed application, request, or payment, the inbound mail tracking data allows customer service representatives to provide updated information.

Returned Mail Processing
When people move, they have a million things on their minds. Changing their address with everyone they do business with is probably not one of them. When the USPS returns mail because of the move, it is essential to process the return quickly. Find the new address and get the mail out to the customer. Returned mail processing equipment makes this process automated, so the customer receives the mail without further delay.

Tritek’s Contributions to Customer Experience
Since 1988, Tritek has engineered patented, field-proven mailroom automation and document imaging solutions to improve productivity and mailroom efficiency. Tritek’s expanding menu of mail services includes biohazard screening, digital email delivery, returned mail processing, inbound mail, presorted mail, and parcel processing. Tritek’s clients include Fortune 500 companies, government, educational institutions, financial services, healthcare, insurance, and fulfillment.

When considering customer experience improvement strategies, don’t forget about the mail. For many companies, documents customers send and receive through the mail ARE the experience, unless they have a special need or a problem. Every step in the mail handling process contributes to how customers perceive the organization. It pays to ensure those important customer interactions that occur through the mail flow smoothly through the organization.



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