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CLIENT LETTERS
The most important client letters, ironically, are not those that are pitched at brand building, but those penned to ensure that recalcitrant clients pay their accounts. Letters of attrition, as they are known, generally start off very friendly in tone – gently reminding the client of their obligation to pay, and progress to increasingly curt but equally courteous demands.
A South African company with national presence may have up to two hundred such letters, each addressing a particular type of “delinquency“. A pertinently worded letter is automatically matched to any omission detected by the organisation’s accounting system. To the client or customer, such a letter comes across as totally personal in tone, since their name is merged with the body copy. That’s precisely what customer relationship management (CRM) is all about. Furthermore, savvy CRM will also recognise that candid customer criticism is as an ideal opportunity to turn a gripe into a marketing opportunity via a deftly crafted reply.
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