The Communication Engineering: Transforming Post-Sale Client Communications To Improve Business Results

Organizations send their clients millions of documents each year. These communications should be active agents that help mold the client experience. But unconsciously, many organizations have a very polarized view of client communications. With heavy marketing influence in the pre-sale phase and almost none in the post-sale phase, organizations are inadvertently creating a negative client experience with post-sale communications. When flawed post-sale communications cause negative business results, they often increase client care costs due to unnecessary support calls. Far too many of these calls are purely remedial. In some way, the communication failed to meet the client's need. Also, when recurring communications fail to present the organization's value proposition and relationship, client loyalty, growth in revenue and market share erodes.