The first and perhaps the most important advantage is that documents and marketing materials are always current and compliant.

Second, the cost savings for companies can be extremely attractive.

Third, electronic communication provides an opportunity to execute true one-to-one marketing, providing customers with targeted messages and product marketing only in areas where they have interest and possess a high propensity to buy.

Fourth, companies always have a record of customer communication.

Fifth, interacting with customers when they want and how they want increases retention and brand loyalty.

And last, electronic customer service is currently a distinct competitive advantage in the marketplace.


Reproduced from National Underwriter Life & Health/Financial Services Edition, September 24, 2001. Copyright 2001 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.


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