Aiming to provide a fully integrated, email and SMS communication system for engaging both online and offline audiences, Ultralase, the UK’s foremost and longest-established specialist in laser vision correction, chose Communicator Corp. The new solution automates the company’s customer communications, delivering a single customer view of multi-channel communication routes and tracking contact data throughout the customer lifecycle with Ultralase’s existing CRM system. One of the features of the service is that it will also allow for offline customers to be brought online. This will be accomplished through the use of “text2mail”.
According to the SOURCEWIRE, those respondents who seek further information, they enter an automated campaign which reacts to the nature of their enquiry by ensuring that the correct message is sent in reply by the most appropriate channel. The system cantailor and personalise ongoing communication and marketing campaigns according to segmentation, dynamic content, customer service or behavioural targeting criteria.
As noted at the SOURCEWIRE, one of the most important feature is location personalisation where prospects and customers are referred to local clinics and advised of practical information such as weekday or weekend opening hours at their nearest clinic.
Harriet Johnson-Laird, Communications Manager at Ultralase believes that the integrated system will bring significant benefits for both the company and its customers alike, noting, “On one hand managing our multi-channel communication strategy even more effectively will lead to an increase in consultations. However, the real winners here are our customers. With the new system in place we can be more personal, timelier and even more responsive to their individual needs. So it really is a win-win situation.”
James Bunting, Director of Strategy & Research at Communicator Corp echoed Johnson-Laird’s comments adding, “ With a significant investment in above and below the line marketing spend, the pressure is on Ultralase to deliver and maintain the very highest standards of customer care; standards upon which they have built their enviable reputation and branding. Through being able to track the customer lifecycle across multiple channels, with an integrated single-view, their customers will feel even more supported and valued. We are delighted to have helped Ultralase to make such a visionary and market leading investment in customer care.”