Ultralase, the UK’s foremost and longest-established specialist in laser vision correction, has chosen Communicator Corp www.communicatorcorp.com to provide a fully integrated, email and SMS communication system for engaging both online and offline audiences. Fully integrated with Ultralase’s existing CRM system, the new solution will automate the company’s customer communications, delivering a single customer view of multi-channel communication routes and tracking contact data throughout the customer lifecycle. It will also  allow for offline customers to be brought online, through the use of “text2mail” as can be seen in Ultralase’s high profile TV advertising and YouTube campaigns (see: http://www.youtube.com/watch?v=V3HZdWghylk).

With Communicator Corp’s technology in place, respondents seeking further information 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 then allows Ultralase to further tailor and personalise ongoing communication and marketing campaigns according to segmentation, dynamic content, customer service or behavioural targeting criteria. A particularly 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.”