Customers today are drowning in a sea of unrelated marketing campaigns, while scams and spam do little to create an environment of trust. Every day, companies invest in new communication initiatives and alternative channels, trying to break through the clutter and attract new business.
Since the turn of the century, we have heard about the drive to personalize customer communications. Yet, it has only been within the last couple years that we have started to see this customized approach in our statements and bills. For instance, tourism clients who book a trip with global travel company Thomas Cook receive customized booklets containing address labels, rail and airline vouchers, flight vouchers or alternative flight coupons, hotel vouchers, as well as gift vouchers. The documents are sorted by itinerary and are individually detachable for the various services.
Today's leaders, including Thomas Cook in the UK and EPOS Card—a division of Japan's 13th largest...
