Rethinking dunning campaigns

For as long as we can remember, dunning campaigns have traditionally focused on collecting overdue payments. Today, companies are reshaping their strategies to prioritise helping end users. So, the focus has shifted to understanding users’ circumstances, offering flexible solutions and keeping communication personal and empathetic.

This new approach benefits everyone: customers feel supported rather than pressured, and businesses maintain strong relationships and good reputations.

The main aspects of a user-centric dunning campaign

Several factors enable companies to shift towards customer-first strategies. From payments to communication channels, as well as accessibility features, today’s dunning strategies need to have more personal touch. Smart dunning solutions keep all of these elements in mind and help you tailor a dunning strategy appropriate for your audience, catering to their needs. Let’s have an overview of the best features or components that will make the dunning solution customer-centric and help users get in control of their finances.

Flexible payment options

Financial challenges are very delicate matters for consumers. Most of the time strict payment demands lead to high levels of frustration and churn. That’s why, offering different payment options provides more flexibility and inclusivity, such as:

• Local payment options: By offering multiple payment methods per region, companies can remove barriers for customers, making it easier for them to settle payments on their terms.
• Payment in instalments: Allows customers to settle their dues over time, easing their financial burden.
• Delayed or postponed payments: Provides some breathing room for users in tough situations.

Communication channels

Not so long ago, dunning campaigns relied heavily on traditional communication methods like mailed letters and phone calls. While these approaches had their place, they were often slow, impersonal and ineffective in reaching users in real-time. 

Fast forward to today, there have been quite some developments. Modern dunning campaigns leverage multi-channel communication strategies to get customers to engage more effectively, like:

• Voice calls: Personal and direct approach that builds trust and delivers great results.
• SMS and emails: Still one of the quickest, most convenient, and effective methods.
• Interactive videos: Engaging and accessible tools that present tailored options to users.
• Online messaging channels: Platforms like social media or app notifications offer flexible ways to reach users, with options ranging from WhatsApp-like experiences for direct communication to app-specific notifications for a more tailored approach.

The proper channel may vary according to the customer journey, so it’s important to map this out and constantly try what works best.

Accessibility

User-focused dunning campaigns need to be inclusive, that’s why communication needs to be made accessible so that nobody is left out. Some features to keep in mind and why you can start by offering:

• Multilingual support: Reaching diverse audiences in their native language builds trust and makes consumers feel more comfortable.
• Mobile and desktop-friendly designs: Consumers have access to many devices, from mobile phones to laptops or tablets. 
• Media accessibility options: For users with visual impairments, both audio and/or video ensure they stay informed.
• Digital accessibility: Meet Web Content Accessibility Guidelines (WCAG) to ensure user-facing UI is accessible to everyone, including those with disabilities.

Personalisation and empathy

Consumers expect personalised experiences in every interaction, and debt recovery campaigns are no exception. Personalisation in dunning campaigns shows that you understand and value your customers as individuals, making them more likely to engage with you. By tailoring your approach, you can create a supportive, human-centred experience that builds trust. Here’s how to incorporate personalisation effectively in your dunning efforts:

• Real people’s voices: Genuine tones connect better with users compared to robotic recordings. Hearing a warm, genuine tone can immediately diffuse tension and make the interaction feel less transactional. 
• Use of variables: General messages are not only ineffective but can also alienate users. Personalisation through variable data ensures that every interaction feels relevant and specific.
• Adjusted tone and language: Some users may be dealing with difficult circumstances, so easy things like simplifying the language level and adjusting the tone of voice can make the communication feel more accessible and empathetic.

Learn more about this topic: Automated natural voice reminders in debt collection processes

Guiding consumers towards financial stability with the right help 

Sometimes consumers in dire situations have all the intentions to pay back their invoices, but simply cannot. Some other times they get too overwhelmed and fail to pay back everything on time. The best thing you can do for both your dunning strategy and customers is to always offer help. Focus on providing options, to make it easy for your customers to access help, not on getting back the money. Consider forwarding them to a call centre or routing them through specific campaigns designed to help.

The impact of support over collections with Collectmaxx

It’s no surprise that shifting the focus to helping and supporting, rather than pressuring customers to pay off their debt, leads to better results. At Collectmaxx, we understand that consumers may be facing difficult times, and debt collection should be about empowering them to regain financial control—not overwhelming them further. Our approach centres on offering meaningful support to help them sort out their debts, with the ultimate goal of nurturing long-term relationships rather than simply collecting payments.

Collectmaxx is a payment reminder solution that powers your collections department with a wide range of automated tools that put the user at the centre of every interaction, offering tailored solutions that make the entire process feel personal and supportive. Our priority is to find the right dunning strategy that is most suited to your target audience, constantly listening to their needs and adapting. 

From providing multiple payment options like instalments or postponed payments to using multilingual, accessible communication channels such as voice, SMS, email, and interactive videos, we ensure every user feels heard and understood. Our adaptive tone, real human voices, and personalised messages help connect with users on a deeper level, making it easier to build trust and collect those invoices. Contact us to find out how we can help.