Customer Experience: Put the patty on the damn bun!

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By Skip Henk, EDP, President/CEO of Xplor International

Over the last year I have been spending a great deal of time better understanding the varying intricacies of a customer experience, its relationship to our industry, and how a great customer experience can pay big dividends.

An article I read the other day by Warren Buffet said, “Your business will succeed if you execute this three word mission, DELIGHT YOUR CUSTOMER.” Speaking at the 20th Graduation of Goldman Sachs’ 10,000 Small Businesses at LaGuardia Community College, Buffett told the graduates: “Tomorrow morning when you look in the mirror after you’ve gotten up, just write — or just put it in lipstick or whatever you want — ‘delight my customer’ not ‘satisfy my customer.’ ‘Delight my customer.’”

This perhaps is the most descriptive and succinct definition of a the Customer Experience I have read.

(To read the article http://tinyurl.com/jxgghuy )

We have dozens of customer experiences each week which can vary greatly. Whether you are dropping your clothes off at the cleaners, going to the grocery store or ordering on Amazon we have plenty of opportunity to be delighted.

Some of the most mundane of interactions can be delightful with delight being driven by expectations.

Setting Expectations
Customer experience is how we expect to be treated in a given situation. When we go to the cleaners, we don’t want to wait in line too long to drop them off and we want our clothes cleaned properly and ready when promised. At the grocery store, we expect shelves to be well stocked, for the store to be clean and for there to be plenty of cashiers or self serve kiosks to minimize our wait when leaving. When ordering online, we look for availability, price, shipping costs and time. Then we expect our purchase to arrive on or before the date promised.

Expectations vary based on the task and whether we have high or low expectations. When expectations are met, it represents a good experience.

Put the Patty on the Damn Bun
I occasionally go to a fast food restaurant, typically with fairly low expectations. I do expect to wait if I go during a peak times and I automatically assume my order is will not be right, so I check it. I also expect that it is at least warm.  Reasonable but certainly not high expectations.

hamburgerLast week, I had a Big Mac craving and ventured to McDonald’s to order myself a Big Mac and fries.  (Don’t judge me, I know the Big Mac is 560 calories and fries add an additional 368 calories; this isn’t the point)  The “customer experience” was going along well, I did not have to wait long, the order appeared correct and I saw the fries come out the fryer, so they were nice and hot. I was good to go. I sat down to eat and opened my Big Mac finding BOTH patties were hanging halfway off the bun. Not sure exactly why it crossed me but it did.

As I looked at my burger I contemplated taking it back but decided not to do so. What I realized is that the customer experience can in fact be a moving target with expectations theoretically changing with each transaction. The same may hold true for our industry.

At the Xplor at Graph Expo breakfast session, September 27th in Orlando, our panel, moderated by Matt Swain of Infotrends, will try and answer the question:  “With advancements in technology and changes in human behavior, is offering a superior customer experience a moving target?”

If you are planning to attend Graph Expo, I invite you to attend our complimentary breakfast session sponsored by Canon Solutions America, Compart North America, Pitney Bowes and Xerox Corporation. For more information and to register, visit the event website.

As far as my Big Mac expectations, “Put the damn patty on the bun!”

skip_Henk_Photo_2011

 

Skip Henk, EDP
President/CEO
Xplor International

What EDP Means to Me

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Xplor President/CEO Interview with Franklin Friedmann, 20 Year EDP
July 6, 2016

Continuing from my most recent interview, Benefits to Becoming EDP Certified, I recently caught up with Franklin Friedmann who will be celebrating his 20th year as an EDP this year to discuss what the EDP certification means to him.

If you missed my first post, you can read it and an outline of the EDP Program here.

Skip: Franklin, thank you for taking the time to meet with me!

Franklin: A pleasure.

 

Skip: When did you get your EDP and what drove you to strive for it?

Franklin:  My manager had chosen me to be the first person a Certified Printing specialist with the company. However, recognizing that an EDP(P) had more currency with clients, I told him I would do the Xplor initiative first.

 

Skip: You were a part of the 1996 class, the last year of EDPP Program before they dropped a ‘P’ to better accommodate of digital communication technologies. What have you noticed about this ever-changing industry since?

Franklin: The technology accelerates, though EDP does and should continue to stand for professionalism while content may change.

 

Skip: What does it mean to you personally to be an EDP?

Franklin: It represents a level of attainment, even as the industry shifts to a wider set of values. It therefore is a benchmark.

 

Skip: Has the certification helped you professionally throughout your career?

Franklin: Clients in the transactional space may recognize the credentials. You must prove yourself regardless. My sphere of operation is as a consultant.

 

Skip: Who do you think should attain their certification?

Franklin:  It depends on your current and planned career. EDP is a stepping stone; it may be useful in your organization as a way to measure your knowledge base. It is one of the steps that should also help if you regularly work with clients outside, not only inside your organization.

Thank you again Franklin for taking the time. If anyone has any additional questions regarding the EDP Certification program, please visit www.xplor.org/edp.

Until next time! Take care.

skip_Henk_Photo_2011

 

Skip Henk, EDP
President/CEO
Xplor International

Improving the Customer Experience through Better Document Management

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Submitted by Alexandra Truchot, Content Creation Specialist for Objectif Lune.
June 24, 2016

Every organization produces an endless stream of documents. And the more your business grows, the more documents you produce. So managing all those documents becomes very complicated.  And it often negatively affects the customer experience.

It becomes even more complicated because the documents are on a variety of media and have to be sent through different channels (mail, Internet, email, EDI, etc.). Document management becomes a huge puzzle! It takes an incredible amount of time and frustrates employees, as well as customers who don’t understand why it’s taking so long to get an answer.

When it comes to answering customer queries, a single employee spends an average of two- and-a- half hours a week looking for information. Moreover, searches are carried out using, on average, three different content managers (all types of media included). It’s no surprise that most employees find it painful!

When you call Customer Service, do you appreciate being put on hold for several minutes before getting an answer to your seemingly easy question?

Automate your document workflow
Automating your document workflow is a must and helps centralize your information. If you don’t automate, having a content management system (ECM) will not be enough because you won’t have the ease and flexibility of using and sending your documents as you please.

Besides, you should be able to manage your documents regardless of delivery channel or medium. In other words, it shouldn’t be difficult to send an invoice to a customer by email, and save it in XML in your archives, even if you’ve received the initial invoice information on paper.

By automating your document workflow, you can cut down on costs, not only by reducing printing but by enhancing productivity and minimizing errors.

Facilitate communications with your customers
Imagine each time you receive a purchase order, no matter which channel it comes through, the document is captured and automatically saved in your systems. You can then retrieve the data needed to complete the order process. At the same time, you can save it in the proper file so that when your customers call to talk about their purchases, you’ll quickly know where to find the information, whether they’re calling one week or six months after making the purchase!

Now picture your delivery confirmations being automatically saved in your company’s content management system each time you deliver a product to a customer. At any time, you would be able to easily prove that the delivery was made, and more importantly, you wouldn’t have to chase after your drivers when a PO goes astray or is illegible.

You would be able to provide quality service to your customers throughout the purchase cycle.

Are you thinking that automating these steps is complicated? Or that this kind of solution is only for large businesses?
Think again—document management can be much simpler and help you as your business expands!

AlexandraTruchot ThumbnailAlexandra Truchot – Content creation specialist with Objectif Lune. Writer and compulsive reader. Eager for unknown destinations and exciting encounters. Anything is possible, you just have to believe it. Connect with her on LinkedIn.

Objectif Lune has 20 years of experience developing Customer Communications Management solutions. Our solutions bridge the gap between systems and automate more personalized, relevant, multichannel customer communications. Learn more at: www.objectiflune.com.

Benefits to Becoming EDP Certified

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Xplor President/CEO Interview with Cheryl Simerson, EDP, 2016 EDP Commission Chair
June 16, 2016

Most everyone in the industry is familiar with continuing education and professional certifications. However, many may not be aware of the Electronic Document Professional (EDP) certification that is available to all professionals in the electronic document and customer communications industry.

The EDP Program: Launched in 1989 as the Electronic Document Printing Professional (EDPP) program was created to recognize those in the industry as subject matter experts in the area of digital print. Regulated by the EDPP Commission, the first class in 1990 consisted of eleven individuals receiving their EDPP certification. As the industry evolved and new technologies became part of the landscape the EDPP commission dropped the reference to ‘Printing’ in 1997 to accommodate other digital communication technologies.

The EDP program is sponsored and maintained by Xplor International which oversees the EDP Commission, however you do not need to be a member of Xplor International for certification or re-certification

I had the chance to speak with Cheryl Simerson, EDP, our new 2016 EDP Commission Chair to discuss her thoughts on EDP certification, as well as, where she would like to take the EDP Program over the next year.

Skip: Cheryl, thank you for taking the time to meet with me and share your views regarding the EDP Program.

Cheryl: No problem! It is my pleasure.

 

Skip: So give me your elevator pitch. What or who is an EDP?

Cheryl: An EDP is someone who has a considerable depth of knowledge and experience in the digital document and customer communications industry and actively working in the industry for a minimum of five years.

 

Skip: When did you get your EDP and what drove you to strive for it?

Cheryl: I received my EDP certification in 1995 and have gone on to recertify every 5 years over the past 20 years.

I originally set the goal for myself to obtain my certification due to not having a college degree and wanted to prove to myself and my peers that although I did not have a degree, I was an expert in the digital printing industry. At that time, a lot of us obtained our knowledge through hands on experience and never took the time out of our work schedules to go back to school to obtain a degree but instead, attended individual vendor educational courses and conferences.

 

Skip: What does it mean to you personally to be an EDP?

Cheryl: To be one of a very elite group of electronic document professionals is very special to me and I look forward to our yearly onsite networking event with my peers who have also achieved this certification level during the Xplor International global conference.

 

Skip: Has the certification helped you professionally throughout your career?

Cheryl: When I first started working on my EDP portfolio and work examples, as I mentioned above, I did it as an accomplishment for myself in order to achieve this personal goal. At that time, I had already been with my company for many years so I didn’t benefit immediately from obtaining my certification. When I finally went out seeking another job opportunity, I discovered my certification brought attention to being a Subject Matter Expert (SME) which proved to bring in a higher salary.

 

Skip: Who do you think should attain their certification?

Cheryl: Anyone interested in expanding their career in the industry should apply! The EDP Certification Handbook can be found on the EDP site.

 

Skip: As the new EDP Commission Chair, do you have any goals you’d like to help the EDP Program achieve?

Cheryl: One of my goals as this year’s Commissioner is to educate individuals in our industry regarding the program. I want to reach out beyond Xplor International members but to the industry as a whole. The first step is a series of interviews talking about the impact EDP certification in E-Document News.

Another area is to reach out to our colleges and universities regarding certification and I look forward to working with Xplor International and the board of directors to market the program. Not only do I want to promote the EDP Certification Program but also our other two designations, Electronic Document Associate (EDA) and Master Electronic Document Professional (M-EDP).

 

Skip: Thank you again Cheryl for taking the time.

If anyone has any additional questions regarding the EDP Certification program, please visit the EDP page or you can contact Cheryl directly at Cheryl.simerson@yahoo.com.

Until Next interview! Take care.

skip_Henk_Photo_2011

 

Skip Henk, EDP
President/CEO
Xplor International

Xplor at Graph Expo Registration Now Open

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Lutz, FL— June 15, 2016: Xplor International today announced that registration for their keynote breakfast panel during the Graph Expo event, September 25 – September 28, 2016 at Orlando Convention Center, is now open. Registration is available here: http://www.cvent.com/d/xfqvqg

The breakfast keynote session, moderated by Matt Swain of InfoTrends is titled “Customer Experience: A Critical Factor for Achieving Success” and will focus on the importance of the customer experience, as well as understanding customer expectations, with end user panelists sharing their insights in their efforts to create the perfect customer experience.

This sponsored breakfast session is presented at no charge, thanks to sponsors Canon Solutions America, Compart North America, and Xerox Corporation. Space will be limited to the first 200 people who register.

When:  September 27, 2016
Where: Orlando Convention Center
Time: 7:30 AM-10:00 AM
Registration Fee: Complimentary (Registration Required here: http://www.cvent.com/d/xfqvqg)

Questions and requests for additional information can be directed to Xplor Headquarters via phone at +1-813-949-6170 or via email at info@xplor.org. Additional sponsorship opportunities remain open for the event. For more information on becoming a sponsor, please contact Deborah Green, Director of Sales, at +1-770-444-3845 or deborahgreen@xplor.org.

About Xplor International
Xplor International is a worldwide, not-for-profit professional association that consists of thousands of users and suppliers of the products and services that create, modify, and deliver customized information using a wide variety of document technologies. The association provides educational products and programs for its members and the industry at large through conferences, meetings and annual events. Xplor International has its worldwide headquarters in Lutz, Florida with affiliated offices around the world. Further information is available at www.xplor.org.

Facebook: facebook.com/XplorInternational
Twitter: twitter.com/Xplor_Int

Xplor International Media Contact:
Chad Henk
Marketing Manager
+1-813-949-6171
Chad@xplor.org

 

How to Personalize Your Customer Communications

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Submitted by Alexandra Truchot, Content Creation Specialist for Objectif Lune.
June 13, 2016

Personalizing customer communications continues to be a hot issue and many organizations still have a hard time doing it well.

I regularly buy my beauty products at a fairly popular store. Every month for the past several years, this store has been sending out colourful cards with monthly or seasonal discounts to everyone on their mailing list. You need to present the card at the store to get your discounts and a gift. Eventually, I stopped reading the cards because they were always the same and seemed impersonal. Everyone across the country got the same card at the same time, and the discounts were rarely for products that interested me. I never felt that the cards had anything to do with me, other than the fact that I was a customer. And although I had made purchases on a number of occasions, I didn’t feel loyal to that store.

But a few weeks ago, I received a different kind of card. This time, it said that a product I had bought last year was on sale. And if I liked that product, they suggested I try a new related product.  It wasn’t a big deal, but I felt that they were addressing me, and that they had taken the time to suggest something personal that fitted my situation. They were not just sending some generic card meant for their entire customer base.

Since then, I’ve been receiving cards that are specific to my needs and I appreciate the gesture.
So yes, it’s important to personalize your customer communications, and by doing more than simply changing the name!

Here are a few things you can customize in your communications, whether they are promotional or transactional:

  • A different picture for each customer
  • Local contact information only
  • Personalized URL
  • Personalized ads

What’s the best part of all this? You can make the changes regardless of whether your mailings are sent electronically or by regular mail.  If you have a tool that helps you manage both types of communication, you can easily add the same personal touch to each.

Your customer will place greater trust in you and become loyal!

AlexandraTruchot ThumbnailAlexandra Truchot – Content creation specialist with Objectif Lune. Writer and compulsive reader. Eager for unknown destinations and exciting encounters. Anything is possible, you just have to believe it. Connect with her on LinkedIn.

Objectif Lune has 20 years of experience developing Customer Communications Management solutions. Our solutions bridge the gap between systems and automate more personalized, relevant, multichannel customer communications. Learn more at:www.objectiflune.com.

Going Digital at Your Own Pace

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Submitted by Alexandra Truchot, Content Creation Specialist for Objectif Lune.
May 25, 2016

Going digital: everybody’s talking about it. For some people, it’s a no-brainer and has been reality for a number of years. Others are still struggling to digitize their business procedures. Any way you look at it, the future is digital. But making the switch is complicated.

In a perfect world, you would always send documents by email or publish them to the web. Not only would you be more efficient, you would save money.

Yet, most of organizations still do not send electronic invoices, even in simple PDF format! Customers are still requesting paper invoices and the employees are used to handling documents as they always have. Often, organizations do not have all of their customers’ email addresses. Small- and medium-size enterprises (SME) that began operations prior to the advent of digital, for the most part continue to use paper. Large businesses can afford to develop custom solutions and withstand the risk. SMEs that start up today put digital solutions in place from the get-go. But for medium-size enterprises that have been in business for a number of years, the risk is too great of placing the billing process at a disadvantage or weakening their finances by changing their procedures too abruptly. They lack the means to throw themselves into costly development projects and do not have the in-house resources to modify the systems in place.

Is your organization experiencing these problems?

There is, however, a way to remedy this situation without generating astronomical costs and up-ending your current procedures. Digitize your in-house procedures first. The transition will be smoother when you are ready to communicate electronically with your customers.

Here are some first steps that will make it easier for you to go digital.

  1. Set up an automatic digitization process for archiving your communications with your customers, such as invoices and other documents. Using a middleware system, you collect customer communications to digitize them and make them available as needed. This means that you are keeping electronic copies of all your records, even if you still do not send them to the customers.
  2. Have customer service employees routinely ask customers for their email address when speaking to them on the phone.
  3. Archive these documents in an .XML file and generate PDFs solely upon request for a copy. This takes up less space on your servers.
  4. Start by always sending PDF copies of current accounts in addition to the paper copy requested by the client. You won’t be abandoning paper right away but you will be starting a smooth transition.
  5. Once you’re more comfortable with the digital format in-house and your clients are used to receiving a PDF copy, it will be time to format your invoices so that they can be sent directly in an HTML email.

The right solution adapts to the processes you already have in place and does not require changing everything. Be careful with anything promising drastic changes; you need a solution that will adapt itself to what you already have.

AlexandraTruchot ThumbnailAlexandra Truchot – Content creation specialist with Objectif Lune. Writer and compulsive reader. Eager for unknown destinations and exciting encounters. Anything is possible, you just have to believe it. Connect with her on LinkedIn.

Objectif Lune has 20 years of experience developing Customer Communications Management solutions. Our solutions bridge the gap between systems and automate more personalized, relevant, multichannel customer communications. Learn more at: www.objectiflune.com.

Xplor to Host Breakfast Panel at 2016 Graph Expo Event

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Customer Experience: A Critical Factor for Achieving Success

Lutz, FL—May 25, 2016 – Xplor International, the worldwide electronic document systems association, today announced that it will once again host a breakfast panel during the Graph Expo event, September 25 – September 28, 2016 at Orlando Convention Center.

The breakfast keynote session, moderated by Matt Swain of InfoTrends is titled “Customer Experience: A Critical Factor for Achieving Success” and will focus on the importance of the customer experience, as well as understanding customer expectations, with end user panelists sharing their insights in their efforts to create the perfect customer experience.

The concept of providing a superior customer experience has emerged as a critical success factor for companies. It is about meeting, and ideally exceeding, the expectations of your customer. The fact is that price/cost leadership is no longer sustainable for customer retention, shifting the focus of companies to delivering superior customer experiences. Along with developing various integration and automation tools to organize customer information better, how can companies drive customer perception, satisfaction, and customer loyalty?  With advancements in technology and changes in human behavior, is offering a superior customer experience a moving target?

This sponsored breakfast session is presented at no charge, thanks to our sponsors Compart North America and Xerox Corporation. Space will be limited to the first 200 people who register. Additional sponsorship opportunities remain open for the event. For more information on becoming a sponsor, please contact Deborah Green, Director of Sales, at +1-770-444-3845 or deborahgreen@xplor.org.

When:  September 27, 2016
Where: Orlando Convention Center
Time: 7:30 AM-10:00 AM
Registration Fee:   Complimentary (Registration Required)

Registration will open June 1, 2016 and will be accessible from the Xplor website (www.xplor.org).   Questions and requests for additional information can be directed to Xplor Headquarters via phone at +1-813-949-6170 or via email at info@xplor.org.

About Xplor International
Xplor International is a worldwide, not-for-profit professional association that consists of thousands of users and suppliers of the products and services that create, modify, and deliver customized information using a wide variety of document technologies. The association provides educational products and programs for its members and the industry at large through conferences, meetings and annual events. Xplor International has its worldwide headquarters in Lutz, Florida with affiliated offices around the world. Further information is available at www.xplor.org.

Facebook: facebook.com/XplorInternational
Twitter: twitter.com/Xplor_Int

Xplor International Media Contact:
Chad Henk
Marketing Manager
+1-813-949-6171
Chad@xplor.org

Xplor International Accepting Applications for 2016 Scholarships

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The Association’s Scholarships Open to Xplor Member’s and Their Immediate Families

Lutz, FL – May 18, 2016 – Xplor International, today announced that they are accepting applications for their 2016 scholarship program through the deadline of July 15, 2016.

In 2010, Xplor decided to go beyond its traditional member offerings to help promote and support the next generation of industry professionals. The Xplor Member Scholarship program was founded to provide financial assistance to Xplor members and their immediate families who are pursuing careers in the field of document and communication technology including such studies as web design, marketing, IT, business, print, cyber security, etc.

The program is funded by the generosity of Xplor Elite Sponsors: Crawford Technologies, GMC Software Technology, NEPS, Solimar Systems, Canon Solutions America, Compart, HP, Ricoh, Transformations, and Xerox.

To qualify for an Xplor Scholarship, one must be an Xplor member (or immediate family) and maintain a 3.0 GPA at a four-year or two-year college or university degree program in the United States or Canada.

Scholarship recipients are selected based on their application submission, response to an essay question, as well as academic achievement, participation in school activities, and service to the community.

“The Xplor scholarship program is a great member benefit” says Skip Henk, President and CEO of Xplor International. “And not only are member’s eligible, but their spouses, children and grandchildren as well. I encourage all Xplor members to spread the word.”

Each year scholarships are awarded in various denominations, up to $1000 USD. The deadline for applications is July 15th. For more information, or to apply, visit www.xplor.org/scholarship.

About Xplor International
Xplor International is a worldwide, not-for-profit professional association that consists of thousands of users and suppliers of the products and services that create, modify, and deliver customized information using a wide variety of document technologies. The association provides educational products and programs for its members and the industry at large through conferences, meetings and annual events. Xplor International has its worldwide headquarters in Lutz, Florida with affiliated offices around the world. Further information is available at www.xplor.org.

Facebook: facebook.com/XplorInternational
Twitter: twitter.com/Xplor_Int

Xplor International Media Contact:
Chad Henk
Marketing Manager
+1-813-949-6171
Chad@xplor.org

4 Ways to Improve Your Customer Communications

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Submitted by Alexandra Truchot, Content Creation Specialist for Objectif Lune.
April 25, 2016

You’re probably bombarded with articles showing the need to improve your customer communications.

Now that you’re well aware of the impact the customer experience can have on your business, how exactly do you go about it? What are the main things to keep in mind and to implement?

Multichannel, rather than digital, communications
We repeatedly stress the importance of moving into the digital age. But consumer expectations are more complex than simply wanting to communicate with you by email because they are all different in terms of their speed in adapting to the digital world: traditional channels only, a little bit of digital or digital in every aspect of their lives.

All of these consumers co-exist, and it’s not as easy as it used to be to separate them simply based on age. Seniors are now as digital savvy as young people, who are still gravitating between traditional and digital. You have to be able to reach all of them. If not, a competitor will beat you to it.

Mobility and consistency
Not only are consumers connected 24/7, but they travel around a lot. And they want access to the same quality of information, no matter where they’re located.

Most companies have already started to offer their content through mobile and email, but it’s not easy to read, extends beyond the device’s screen and doesn’t offer the same features. Simply put, because companies are still not managing to change content based on the strengths of each platform, they settle for using the same elements, regardless of where the content is posted. But customers have less and less patience with sites and email unsuited to mobile. They want a total, consistent experience.

Being responsive and fast
Mobility leads to a real-time need. Customers are now used to getting news at any time, and as soon as it happens. They expect things to work the same way in their business relationships. They want information to be available 24/7 and on demand.

More than anything else, consumers assess your response time. Organizations that can respond in real time are now getting ahead of the curve.

Your customers want their next invoice to reflect the latest call they had with you, even if it was only a couple of days ago. If they request a change in their account or billing, you can no longer afford to wait several weeks before accounting for it in the communications sent over any of the channels.

Loyalty: an ongoing pursuit
Loyalty means little anymore. Just because customers buy your products, it doesn’t mean they’ll stick with you forever. Nowadays, they need to be wooed on a continual basis because they’re always assessing you. The digital age has made it possible for them to move around: in just a few clicks, they can find out what your competitors are doing. They can make quick online comparisons.

If the competitor seems to be offering a more personalized customer experience, chances are your customers will go to that competitor, even if your products are top of the line.

AlexandraTruchot Thumbnail

Alexandra Truchot – Content creation specialist with Objectif Lune. Writer and compulsive reader. Eager for unknown destinations and exciting encounters. Anything is possible, you just have to believe it. Connect with her on LinkedIn.

Objectif Lune has 20 years of experience developing Customer Communications Management solutions. Our solutions bridge the gap between systems and automate more personalized, relevant, multichannel customer communications. Learn more at: www.objectiflune.com.