ID :
194251
Mon, 07/11/2011 - 13:57
Auther :
Shortlink :
https://oananews.org//node/194251
The shortlink copeid
IT PAYS TO FOCUS ON CUSTOMER COMMUNICATIONS, FIRMS TOLD
By Tengku Noor Shamsiah Tengku Abdullah
SINGAPORE, July 11 (Bernama) -- Companies that make customer communications their target will benefit in the long run, said InfoPrint Solutions Co's general manager of Asia-Pacific South, Rohan Viadya.
Rohan said the emphasis on a company's image was only a part of the story.
"It will only pay if the company gets the basics right by including good customer communications which would become a pleasurable experience between both parties," he said in an interview with Bernama here Monday.
He said it was not a sign of weakness when companies change familiar logos.
"Times are changing fast and this knowledge has wormed its way through all aspects of commerce and industry.
"It has noticeably affected ways which have made the marketing people cringe with uncertainty.
"The changes may also affect the way accountants prepare and present their statements to customers," he said.
Rohan said McDonald's spent over US$1 billion to update its well-known image.
"We see a subtle move from the familiar stop-and-go eating place to an introduction of a more leisurely eating style where customers may linger awhile, use their Wi-Fi laptops, socialise with friends or even just enjoy the new atmosphere," he said.
He said McDonald's offered a more memorable dining experience than its competitors such as Burger King and Wendy's.
"This clearly indicated McDonald's perception of its present customers," he said.
Rohan said another way for a firm to achieve a necessary update on its relationship with commercial customers was via customer-specific messaging.
"Such a technique is known to work but is only implemented by a few," he said.
He said as an example, a commercial monthly statement of account could be easily designed to have a far more user-friendly feeling.
"It can use bright colours, graphics and visual elements to illustrate usage patterns more clearly. Icons can highlight each given service, such as water, electricity, gas and many others.
"The bill will be easy to follow with a high level of comprehension.
"The main objective of clarity in information is that it can reduce
subsequent call enquiries by as much as 20 per cent," he said.
Rohan said a knock-on effect was its influence on customer behaviour.
"A customer will then feel that he is better served in terms of
communication," he said.
SINGAPORE, July 11 (Bernama) -- Companies that make customer communications their target will benefit in the long run, said InfoPrint Solutions Co's general manager of Asia-Pacific South, Rohan Viadya.
Rohan said the emphasis on a company's image was only a part of the story.
"It will only pay if the company gets the basics right by including good customer communications which would become a pleasurable experience between both parties," he said in an interview with Bernama here Monday.
He said it was not a sign of weakness when companies change familiar logos.
"Times are changing fast and this knowledge has wormed its way through all aspects of commerce and industry.
"It has noticeably affected ways which have made the marketing people cringe with uncertainty.
"The changes may also affect the way accountants prepare and present their statements to customers," he said.
Rohan said McDonald's spent over US$1 billion to update its well-known image.
"We see a subtle move from the familiar stop-and-go eating place to an introduction of a more leisurely eating style where customers may linger awhile, use their Wi-Fi laptops, socialise with friends or even just enjoy the new atmosphere," he said.
He said McDonald's offered a more memorable dining experience than its competitors such as Burger King and Wendy's.
"This clearly indicated McDonald's perception of its present customers," he said.
Rohan said another way for a firm to achieve a necessary update on its relationship with commercial customers was via customer-specific messaging.
"Such a technique is known to work but is only implemented by a few," he said.
He said as an example, a commercial monthly statement of account could be easily designed to have a far more user-friendly feeling.
"It can use bright colours, graphics and visual elements to illustrate usage patterns more clearly. Icons can highlight each given service, such as water, electricity, gas and many others.
"The bill will be easy to follow with a high level of comprehension.
"The main objective of clarity in information is that it can reduce
subsequent call enquiries by as much as 20 per cent," he said.
Rohan said a knock-on effect was its influence on customer behaviour.
"A customer will then feel that he is better served in terms of
communication," he said.
