While companies invest a lot of time and resources into their marketing efforts, post-sale and service communications are often neglected. This part of corporate communications can have a large impact on the customer experience and the customer's probability of purchasing another product. These slides give an introduction into the topic of content strategy for customer correspondence.

1. Content Strategy for Customer Correspondence
The customer experience you’re forgetting
July 2nd, 2014 |
Monica Rivera-Malpica

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The probability of selling to an existing
customer is 60 – 70%.
The probability of selling to a new
prospect is 5-20%.
– Marketing Metrics

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It costs 6–7 times more to acquire a new
customer than retain an existing one.
– Bain & Company

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 Purchase
 Delivery/
Installation
 Awareness
 Consideration
 Usage
 Billing
 Post-Sale
Support/Complaint
 Upgrade/Renew/
Cancel

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Marketing
 Purchase
 Delivery/
Installation
 Awareness
 Consideration
 Usage
 Billing
 Post-Sale
Support/Complaint
 Upgrade/Renew/
Cancel

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Marketing
 Purchase
 Delivery/
Installation
 Awareness
 Consideration
 Usage
 Billing
 Post-Sale
Support/Complaint
 Upgrade/Renew/
Cancel
Technical
Communication

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Marketing
 Purchase
 Delivery/
Installation
 Awareness
 Consideration
 Usage
 Billing
 Post-Sale
Support/Complaint
 Upgrade/Renew/
Cancel
Technical
Communication
Customer Correspondence

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On time
When they need it
Information relevant to their situation
Consistent across all channels

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But is that enough?

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 Strategic Business Goals
 Legacy Processes
 Output Channels
 Touchpoints
 Customer Segmentation
 Degree of Personalization
 Number of Products/Usecase

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 Purchase
 Delivery/
Installation
 Awareness
 Consideration
 Usage
 Billing
 Post-Sale
Support/Complaint
 Upgrade/Renew/
Cancel

22. Monica Rivera-Malpica
Senior Consultant
monica.rivera-malpica@legodo.com
@ri_mo_ma
legodo ag
Durlacher Allee 109
76137 Karlsruhe
Deutschland
Tel.: +49 721 66 592-292
Mobile: +49 174 1880 485
Fax: +49 721 66 592-1
www.legodo.com