The 'Forgotten Side of the Brand'

The obvious starting point has always been customer acquisition strategies – developing the latest mailing pack, media insert or online strategy. However, regulatory letters, complaint reconciliation letters, rate change notifications, account statements, are no less important – in many companies these represent over 75% of all direct customer correspondence.

Often they’re written by customer service or administration staff who, even with the best will, are not skilled brand communicators. As a result your customers receive two very different brand experiences: an idealistic one when they switch on the TV, visit your website or receive a cold mailing and a less than ideal one when they open their mail as a customer.

PCD call this the ‘Forgotten Side of the Brand’, and we offer a unique service to help you maximise its value to your business.

Take the PCD ‘touchpoint audit’

Companies annually audit their financial records, spending thousands – but they rarely if ever audit their customer journey and with this their touchpoints. After spending hundreds, if not thousands, gaining the customer through various aquisition techniques from media to direct mail, from search marketing to email, the journey has ended... or has it?

PCD’s touchpoint audit provides a strategy and plan for improving the customer experience, weighting the effectiveness and ROI of each point while providing rationale for weighting of future interactive and offline activity.

The audit includes: Reviewing where the high impact customer touchpoints are and in some cases identifying new ones Analysis of all digital touchpoints with a customer Recommending ways for the company to ‘live the brand’ at all touchpoints Identifying the customer touchpoints that deliver the greatest impact for the least effort and expense Identifying production efficiences that can be made from print to frequency, from postage to mechanics. Click here to contact us to find out more...