Key Takeaways From Botsplash’s Customer Communication & Messaging Webinar

The following article is a condensed version of the"Customer Communication and Messaging" webinar held on December 7, 2023. The webinar featured panelists from various companies in the mortgage and insurance industries who shared their insights on effective communication strategies.

We had the following panelists join us:

• Todd Feager (Top Flite Financial)
• Mel Marsh (Guided Solutions/Baldwin Risk Partners)
• Danny Doerksen (BombBomb)
• Tristy Lee (Driple Marketing)

Our guests shared various views and experiences about their business, working methods, employees, and customers. We shall explore them in a few key takeaway sections.

The panelists emphasized the importance of balancing efficiency and employee well-being, as focusing solely on cost per funded loan can lead to burnout.

Building a strong team culture through effective communication and support was also highlighted as a critical factor in long-term success.

Let’s briefly dive into some specific subjects discussed in the webinar.

Building Blocks of An Efficient Communication Strategy

Communication Channels: Various channels are crucial for customer communication, including SMS, email, video, social media, website content, and retargeting ads.

Personalization: Personalization based on data is essential for effective messaging.

Humanization: Video can help humanize communication and build relationships with customers.

Burst Strategy: Utilizing a burst strategy with multiple channels can be more effective rather than focusing on single channels.

Orchestrated Messaging: Delivering messaging orchestrated across channels is essential for clarity and impact.

Interactive Communication: Making communication more interactive can lead to better engagement and response rates.

Focusing on Client Preferences: Choosing communication channels clients are comfortable with and engage in is vital.

Consolidated Response Management: Funneling communication from various channels into a single source for response is crucial for efficient management.

Thoughts on Nurturing and Personalization

• Early engagement is crucial. Start reaching out to leads as soon as you acquire them, like getting on the phones early in the morning.
• Personalize content and communication based on customer data and personas. Segment leads based on demographics, interests, and behaviors.
• Utilize automated journeys to tailor communication based on lead actions and stages in the sales funnel.
• Content should be value-driven and relevant to the specific needs of each persona. Consider milestones and triggers for sending targeted content.
• Go beyond one-time interactions. Build long-term relationships by staying in touch with leads through email, social media, and retargeting.

Communication and Engagement

• Open rates are not the best indicator of engagement anymore. Focus on metrics like click-through rates and surveys to gauge interest.
• Timing is key. Send communications when they are likely to be seen and engaged with.
• Segment your audience and send targeted content based on their interests and preferences.
• Feel free to experiment and split-test different messages to see what resonates best with your audience.
• Use data to match leads with the right salespersons for better conversion rates.
• CRM systems are crucial in structuring automation rules, journeys, and personalization efforts.
• NPS surveys are valuable tools for gathering feedback and improving customer experiences.
• Building trust and relationships with customers is essential for long-term success.

Overall, our speakers emphasize the importance of personalization, data-driven insights, and continuous experimentation in crafting effective marketing strategies that nurture leads and drive conversions.

Using AI & Chatbots to Improve The Sales Process

• Creating a consistent and positive customer experience across different channels (website, phone, etc.)
• Using AI to analyze feedback and personalize responses
• Leveraging AI for tasks like lead qualification and initial communication
• Balancing the use of AI with the human touch of salespeople
• Strategies for encouraging sales teams to adopt new technology

As a whole, our speakers feel that there is potential for AI and chatbots to enhance the sales process while maintaining a human connection.

To sum up,

The webinar and our guests took this opportunity to share great stories and potential strategies anyone in the industry can implement in their business and benefit from. As the new year begins, we hope to see more progress in marketing and customer service.

Thank you to all our enthusiastic attendees for joining us for the webinar. We hope for your participation and continued support in the future.