Why managing business communications via a single platform is better for total business needs

Why managing business communications via a single platform is better for total business needs


As businesses evolve from the start-up phase, supporting the overall needs of the organisation requires a revaluation – and perhaps a complete refresh – of internal processes.

Changing processes can prove a complex task, with employees clinging to old habits. This creates challenges as old processes can’t support increasing demands, resulting in pain points where businesses end up falling short of customer expectations. This is bad for reputation and sales.

Fragmented communications result in fragmented messaging

Businesses tend to rely on multiple tools when sending correspondence out across multiple channels – physical post, email, SMS, etc. – but the lack of integration causes fragmentation. Customers are sent the same message across multiple channels or not in the format they want, resulting in wasted effort and expenditure, as well as a lack of engagement.

Using multiple tools also means that employees have to revert to manual processes. Data may have to be re-entered multiple times to produce correspondence in different formats, and this increases the likelihood of human errors. If documents end up with the wrong recipients, businesses can face fines.

A single cloud-based communications platform unifies all channels

In order to ensure each item of correspondence is being sent with the right message in the right format and to the right recipient, businesses should adopt tools that can centralise all available channels. Not only does management become far easier, but it also helps users to address four common operating concerns.


1. Ensuring revenue growth

Such tools simplify the capability to personalise, enabling each individual item to be transformed into a revenue generator. Communications become targeted, with messaging specific to each recipient, while automated workflows means better resource control.


2. Increasing customer engagement

Personalised correspondence means customers feel special and that the business genuinely cares about their requirements. This leads to lasting relationships and repeat business.


3. Risk mitigation

Cloud-based communications tools ensure the delivery of correspondence to the right recipient, meaning no fines for exposing sensitive data inadvertently. Furthermore, documents are automatically scanned and archived in the cloud so there are full digital audit trails that are easily retrievable.


4. Controlling spiralling expenditure

By automating the preparation and sending of correspondence, businesses reduce unnecessary expenditure. There’s no more needless printing, postage and storage of physical items as more are sent digitally. IT costs are also reduced as there’s no longer a need to pay for multiple solutions to manage each channel, even when dealing with communications being sent from across multiple sites.