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Digital Technology + Personalized Print = Consumer Relations Results

A program that was previously taking 4-6 weeks to satisfy a customer is now taking 1 week from the time the call is placed to the time the consumer receives their conciliatory offer.

Mike Moore, VP Corporate Sales

By Mike Moore

Keeping consumers engaged with your brand is the name of the game. In the competitive world of business today, every company must have a strategy to deal with consumer complaints. With ever-increasing chatter taking place through all media outlets, one unhappy customer can result in thousands of dollars lost per year.

To address this effectively, RPI uses digital technology and personalized print to mitigate this risk for our clients. The overall goal is to increase speed to market with the ability to offer different appeasements based on the type of complaint received. Percent off coupons are a proven method to show a consumer that the manufacturer values their business and wants another opportunity to get it right.

Before working with RPI, as calls were logged from the consumer, a small team would manage coupons that were preprinted in bulk and stored on-site and mailed to the individual. This involved inventory management, wasteful coupon expirations to manage, and maintaining a standard of security.

With the help of RPI, customers are able to create a customizable direct mail piece specific to the caller, the complaint and the offer.

  • A consumer calls in with a complaint about a product. The Consumer Relations team takes the call, records the complaint electronically, specifies which product offering it relates to, and the severity of the complaint. In essence, creating a database of each call log.
  • Twice a week, RPI receives a data file that has specific “tag” identifiers that trigger the proper creative assets specific to the brand. A self-mailer is printed with the appropriate brand identifiers, a personalized letter from the customer service representative, and value-based coupons.
  • The database meets the creative assets on press and the mail piece is sent within 24-48 hours.
  • RPI receives the creative assets once a year, unless there is a product change, and creates the “paths” in order to pull the correct data when on press. There are 13 templates and they can each have anywhere from 1 to 5 coupons depending on the severity of the complaint.

A program that was previously taking 4-6 weeks to satisfy a customer is now taking 1 week from the time the call is placed to the time the consumer receives their conciliatory offer. This is just one of the many ways RPI leverages the latest in technology to help our clients stay engaged with their customers, in a world of increasing speed and high consumer expectations.

 

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