Date Added: Jun 2010
Many companies today focus the bulk of their marketing budgets on acquiring new customers. But what happens after that? Once prospects become customers, they typically receive an ongoing series of routine communications that do little to deepen the relationship or build the brand. Statements and invoices, policy notifications and updates - these "Transactional" documents convey important information. But that's about it. In a world where competition is intensifying and long-term customer loyalty is increasingly viewed as a prize corporate asset, the failure to maximize the impact of these valuable touchpoints represents a missed opportunity to improve the bottom line.