As Aviva found recently – after sending emails to customers calling them all ‘Michael’ – document accuracy matters. The BBC news report on Aviva’s problem highlights the impact of personalisation errors. When personalisation goes wrong, people often question their supplier’s integrity. Any compromise of trust impacts on customer behaviour and future revenue potential.
So, is personalisation worth it?
Yes – the rewards can include higher customer engagement and retention. And sophisticated new technologies now make personalisation easier and more relevant than ever.
Personalised emails deliver six times higher transaction rates than generic emails. Arguably because people feel the information is for them and not spam. Segmentation, personalisation and automation of emails can also average 46% higher open rates.*
Billions of personalised communications go out daily and ‘Michael’ instances are few and far between. So the evidence is clear the benefits are there.
Automate to reduce errors
For manual merging of data and information, always double check personalisation before sending. It sounds obvious, but in a busy workplace human error can map the wrong data to the wrong fields. Spot check a sample number of personalised communications before they go out. Then ask a colleague to do the same.
With automation technology, you can personalise documents using rules and logic: to remove human error. Effective quality controls can also make sure databases map and use the right fields.
Document automation can change the way you communicate with customers and employees, improving their experience and allowing you to respond to their specific needs in the right way.
If you need a document automation partner, look for the ISO 27001 accreditation. It’s the standard for Information Security. It shows the supplier has high standards on data confidentiality and integrity.
You can read more on automation and security in our blog: how document automation can mitigate risk>
