Now That I Have Your Attention…

May 22, 2012 Michelle Peer

A few months ago, I was flipping through the pages of my Maclean’s magazine when I came upon a full page by BMW for the Mini. It was the interior of the car and as a Mini owner myself, I was delighted to take a moment and reflect on the cool features, such as the huge speedometer planted smack in the middle of the dashboard (great for those backseat drivers).

In the next moment, my mind was blown away when I saw the ad was personalized with my name and city, but done in such a way that it looked as though the magazine had been printed just for me, although I really knew my subscription information had been used.

I come from an industry where inline, personalized content has been around for a long time, so if I was stunned, imagine the impact this ad had on the typical consumer?

Now let’s imagine this ad had been placed as an loose insert with the magazine, bound in plastic wrap. Hands up, if the first thing you do when you open your mail is toss the extraneous papers that fall from the envelope. Wow, that’s a lot of hands. Imagine how much marketing thought and effort just went in the trash, never read and never acted upon.

The technology that allows us to place our targeted messaging directly within a financial statement has effectively eliminated the risk that the targeted content will not at least be skimmed.

Your message doesn’t have to be in a glossy magazine with a city sign in the picture that says “Welcome to [customer’s city here]”, but it does have to stand the chance it will be seen by customers. Now you have their attention, if only for a brief moment. Make it count by making it relevant to the one person who is reading it, or it might just as well be sailing toward the trashcan.

The post Now That I Have Your Attention… appeared first on Messagepoint.

A Segment of One

I heard a great term from an analyst recently who talked about a “segment of one” when referring to the new...

A Shout Out to Designers

One of Prinova’s key designers, Cyril, sent me this article from Forbes Magazine today. After reading it, ...

Welcome to our Hub

Now That I Have Your Attention…

Previous Article

Next Article

Now That I Have Your Attention…

Previous Article

Next Article

Most Recent Articles

While Salesforce is a powerful tool for establishing and maintaining customer relationships, one thing it doesn’t offer is the messaging content that's used in your communications.

We want you to get to know our company a little more, which is why we’re launching this new series entitled “Meet Messagepoint”.

The workplace is all about power and politics, and when it comes to getting what you want, your first challenge is learning to gain support for your ideas and initiatives from decision makers.

When it comes to the claims world, the concept of customer experience (CX) has become key as organizations battle to remain relevant and deliver against increasingly challenging customer expectations.

Today, we explore the ways in which you can improve your customer communications to increase customer satisfaction and improve your customers’ overall experience with your brand.

One initiative worth considering is to move toward consolidating your organization’s member communications within a shared services environment.

Having the ability to carefully and quickly create or change messaging can move your organization one step closer to ensuring a seamless, relevant and enjoyable customer experience.

With the influx of messages that modern consumers receive, businesses trying to engage with customers and prospects are having to try harder than ever to vye for their precious attention.

Augmenting CRM with a holistic customer communications management (CCM) approach will ensure that your customer data not only provides you with insights, but also makes those insights actionable.

Improving the healthcare CX could lead to significant financial gain for healthcare providers, while also building consumer trust and loyalty.

Achieving customer-centricity has led carriers to take a hard look at their insurance customer experience, as well as the technologies used to engage with customers over every channel.

With the market for Medicare plans projected to grow, healthcare payers are seeing unprecedented opportunities to reach new members and positively impact their well-being.

For P&C insurers, the quality of the claims experience will largely define the customer experience and determine whether a carrier will benefit from customer retention or see churn.

Content-centricity is essential to achieving customer-centricity, no matter the technologies available or new ways to engage the customer.

The goal should be to view all customer communications from the customer’s perspective, rather than in the context of the tools used to deliver it.

Improving the customer experience (CX) has been the driving force in bank marketing for many years now. Yet, achieving the goal of a seamless experience still presents challenges when it comes to...

While choosing the right technology for your company is important, having the latest technologies in place won’t improve the CX unless your customer-facing staff is able to do two fundamental things

Achieving consistency across all channels of communication hits at the core of the customer experience

Many organizations in the historically print-centric insurance industry are finding themselves amid a digital communication transformation. If yours is among them, your customers may be telling...