When a pipeline breaks, you don’t need to notify 2,000 people if only 100 lose service.

While proactive communication with customers has been shown to build trust, foster relationships, and boost customer satisfaction, sending irrelevant or confusing information can have the opposite effect.

To be effective, the messages you send your customrers should be targeted, helpful, and relevant.

The Benefits of Targeted Communication

  • Deliver focused information: Using targeted messages instead of blasting out general alerts gives you the opportunity to provide more detailed information rather than diluting a message for broad application.

  • Avoid Confusion: Customers are likely to question any alert they receive that doesn’t pertain to them. Too many general alerts could lead to more and more customers who ignore your alerts in the future.

  • Reduce Panic: Sending emergency notifications to customers who are not impacted by a boil order, pipeline break, natural disaster, or other emergency event can easily cause unnecessary alarm.

  • Prevent Alert Fatigue: Sending out a high volume of alerts or messages to your customers can lead to an “alert blindness” where customers stop paying attention to alerts and assume that the message does not apply to them. You can avoid alert fatigue by only sending out targeted messages that are tailored to the recipients.

  • Improve Customer Satisfaction: Only sending messages to your customers that are relevant and helpful will build trust and help create advocates within your community.

Getting Started with Targeted Communication

The biggest mistake many water providers make when getting started with customer engagement is selecting tools that don’t allow them to segment their contact list. Many services can provide options to send mass notifications to residents who have provided contact information—but being able to segment that list based on geography, customer class, billing status, or other classification can level up your customer communications.

Examples of Useful Targeting for the Water Industry

  • Geo Targeting: This type of targeting is especially helpful in localized events like a pipeline break when only certain geographic areas will be impacted. Yoppify’s tools can allow you to easily select areas of a map to identify contacts that should be reached.

  • Customer Status: Whether you want to send a conservation message to your highest water users, or a payment reminder to delinquent accounts, segmenting your contact list can help you get the right message to the right person at the right time—without having to reach out to individuals one by one.

  • Customer Classification: Within your organization you may have several customer classes based on meter size, or type of water use (industrial residential, etc). Using tags to identify these customer classes can allow you to tailor messages in a more relevant way than sending a general notification to everyone.

See how your organization can get started with targeted communication by scheduling a free consultation with a utility communication expert.

Published On: July 22nd, 2021 / Categories: Communication Strategy, Water /

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