In mature markets with fierce competition there are usually two broad strategies to foster growth and become more profitable. The first strategy is to be price aggressive. This strategy is especially popular in downturns or to drive competition out of the market. Yet it is a shortsighted strategy and does not do much for profitability on the long run even if it may be instantly successful for a short time in growth terms. If businesses cut their margins this usually initiates a risky downward spiral. Reduced margins are often followed soon by some cost cutting, which then results in poorer service and product quality or the complete elimination of services, layoffs, still more reduced capacity of servicing customers, ensuing negative publicity and word of mouth and a long and often futile struggle to bring back margins to healthy levels.
The other strategy encompasses the shift to a customer-driven organization. Now this term is used in abundance but what is it all about? The main idea behind the customer-driven approach is that of another transformation taking place, namely from the notion of products and services as a commodity to that of shaping the perception by the customer (“the experience”) in a very particular way that is a real differentiation from the competition. However easy it sounds this transformation is not something that can be achieved overnight and it is certainly no one-off procedure.
A customer-driven approach is marked by flexibility and quality. Flexibility means an organization’s capability to accommodate different customer preferences (which may change over time); quality means that all customer communications have to be accurate, clear, consistent and relevant. Relevant communication again is personal and relating to individual context based on consolidated data. These are cornerstones in building long-term customer relationships which result in increased loyalty and revenue.
ISIS Papyrus understands the challenges large corporations face to manage processes and to produce, manage and distribute personalized, data-driven and process- related customer communications to remain competitive in today’s market. ISIS consultants analyze a corporation’s unique communication goals and then provide the tools and expertise necessary to produce high-volume, personalized paper and electronic communications that significantly improve customer and prospect responses as well as client satisfaction.
