Reaching Homo Distractus With Your Collections Message

However you count it, there’s no denying we’re bombarded with messages every day, personal and commercial. Yet despite this onslaught of communications it’s as important as ever for collectors to engage with their customers.
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You’ve probably seen the articles that claim we’re exposed to anywhere between 3,000 and 20,000 marketing messages a day. Critics will quickly scoff and say the number is more likely only 250.

Only?

However you count it, there’s no denying we’re bombarded with messages every day, personal and commercial. And they’re not just on billboards or in our mailboxes anymore. They’ve crept into our pockets and purses on cell phones and our bedrooms with tablets. Sometimes one screen isn’t even enough. It’s not only the business world that’s distracting us; we’re distracting ourselves.

Yet despite this onslaught of communications it’s as important as ever for collectors to engage with their customers. But given the average consumer has business relationships with 28 companies, how do you cut through the clutter and get your delinquent customers to not only listen to you, but to pay your bill as well?

If you think the answer is a live agent call you might want to think again. Your customers are talking, texting, and emailing. You should be too. Collectors need to use all of today’s channels to reach their customers. Varolii clients who employ a cross-channel strategy report reaching 92 to 97% of their target customers. And by adding automation to their mix they save money and free up their agents for more complex interactions

But you need to use those channels in a strategic, orchestrated manner. Blasting the same message, at the same time to multiple channels is costly and inefficient and risks creating communications fatigue. By coordinating different messages, at different times that are suited to the specific channel you have a much better chance of reaching your target and getting a positive response.

If you really want to up your game tailor your strategy to the specific individual. Use preferences, personalization, even behavior to help ensure your message hits the mark. For example, Varolii Individual Decisioning captures and stores outcomes of past interactions and uses that information to inform future ones. If, for instance, a customer has listened to a voicemail message, but never taken action the message will automatically be altered the next time.

The rules of the game are changing.  The good news is you can still play to win.

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Brian Moore

About Brian Moore

Brian Moore, senior principal, industry solutions of Nuance's Enterprise division, brings more than 25 years of experience in financial services, mortgage and collections operations and technology to the company. He is also our resident compliance expert, advising companies on how to comply with TCPA, CFPB, TSR and other customer communications compliance regulations.