How Proactive Communications Can Improve the Customer Lifecycle

Proactive outbound communications technology has already proven to enhance the customer experience, but how does it affect the customer lifecycle from start to end? This is the second post in a three-part series which will show how businesses can enrich their customer service strategies through proactive communication.

We’ve said it before and we will say it again – proactive  communications or outbound IVR not only can help enhance the customer experience, it can also save businesses time and money to improve the bottom line. Cutting costs while keeping customers satisfied is a key concern for many business leaders, especially when communication processes lose out in budget battles. But many industries, including finance, healthcare and travel, are finding ways to leverage customer data and analytics through cost-saving, proactive outbound communication methods that improve the overall experience.

However, businesses that truly want to take advantage of a proactive  communications capabilities need to take a closer look at the role outbound communications plays throughout the customer lifecycle. It has been well documented that acquiring a new customer costs more than retaining a current one. By implementing an proactive communications strategy, a company can reduce costs and ensure money is spent in an effective and impactful way.

Below are just a few examples of the role proactive  communications plays in the customer lifecycle:

Customer Acquisition

We know it’s more expensive to get new customers than keep the ones you have, but for many reasons, the majority of customers won’t stay with a brand forever. By using proactive communications tools to offer promotion and discounts, companies can attract new consumers to become loyal customers. For example, a company may send a text message to a consumer who has signed up online requesting more information about flight promotions and offer them a discount to encourage them to become a customer.

Customer Onboarding and Service

Once a consumer becomes a customer, a company can use proactive outbound tools to help set up accounts, provide order status updates and send appointment notifications. These onboarding strategies have a direct impact on customer service for companies in many industries and can effectively demonstrate to a new customer that they’ve made the right choice.

Loyalty Programs

After the first purchase is made, companies can continue to provide a superior experience to existing customers, not only because it’s cheaper and more successful, but to ensure brand loyalty. Similar strategies to find new customers can be used include offering rewards that offer instant gratification to ensure a customer stays with the brand. Virgin Airlines, Amazon and Patagonia are just a few examples of companies that have created loyalty programs that have helped reduce customer losses. Proactive communications is one tool companies can implement to keep customers from going to a competitor.

The end of the cycle

As we said before, customers will eventually leave a brand and reach the end of their relationship. For example, a patient may no longer need to see a physical therapist once an injury has been healed or a customer may cancel a landline telephone plan if they only use their mobile device. Outbound strategies can still be used to ensure the final steps are pleasant – for instance, a phone provider can use an outbound strategy to confirm with a customer that their service has been terminated and that a final bill is on its way. Ending on a high note could potentially help a customer come back.

These are just a few examples of ways that proactive communications can help keep the customer lifecycle smooth and successful. What are some ways your company is keeping customers happy from start to finish?