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Does the Past Hold the Key to the Future for Customer Relationships?

16th December 2021 | Written by Elyse Doornbos |3 Minute Read

As the year is coming to a close, it is coming to the time to evaluate and review. As a brainstorming session in CAPITAL-e, I had asked a whole bunch of random questions to see what the trends and opinions were of our team. 

One of the first questioned I posed was:

“What’s something you would like to do the old-fashioned way?”

When initially coming up with the questions, I thought the sort of responses I might receive would be:  reading hardcopy books, wall calendars, taking photos with proper cameras etc. However there was a current opinion that I didn’t realize was so desired. What is it, you say? It was the notion of communicating using the physicality of writing notes and letters. 

Whilst it is not the response I initially expected, thinking about it personally it is something I could also agree with. Ever since the introduction of fast communication, through email, Whatsapp and other social platforms, it seems the only time you receive letters these days are from pesky road fines or bank statements. However, those times that you receive something that isn’t one of the usual letters, there is a certain rush of excitement to see what is inside the envelope. 

This need and want to return to this form of slow communication had me wondering: Why isn’t writing something that is more popular?

The reason for its lack of popularity is the whole debate of slow versus fast communication. 

We as humans are constantly striving for new technologies that make our life more efficient and productive. Technology is slowly changing the patterns of our lives; drifting away from previously physically active tasks to relying more heavily on our devices to do most of our work. However, is this drive for more efficiency making us miss a better way to communicate in our relationships?

In researching into the actual art of writing and receiving letters the psychology behind it is perfectly summed up by Harley Street psychologist Dr Bekcy Spelman, in her statement:

“The simple act of writing a letter can be incredibly healing and cathartic for both the sender and the receiver, as it taps into a very personal part of our psyche and opens up a side of many people that often stays locked away.”

On top of this, writing is known to improve thinking and communicating, increase happiness, increase gratitude and help people gain a better understanding. Perhaps these old-school communication techniques can be the next step to truly developing deeper customer and prospect relationships. 

So maybe when thinking about your outreach marketing campaigns for next year, think about how you can best develop your customer relationships. It might be as simple as writing a letter :)

Want to use old-school techniques to pave the way for new relationships?

Email askus@capital-e.com.au to set up a call today. 

Or even send us a letter/ postcard at 902/17 Castlereagh Street Sydney NSW 2000.


Article written by Elyse Doornbos, Marketing Coordinator