Managing the relationship of the organization through traditional correspondence : analysis of personalized envelopes

Purpose: The paper addresses the unexplored topic of traditional correspondence personalization and its potential impact in creating firm relationships with stakeholders of the organization. It provides interesting conclusions and many practical tips when designing and managing traditional correspondence with stakeholders, taking into account several profiles of correspondence recipients. Approach/Methodology/Design: The study was conducted using a qualitative method – the focused group interview technique. Data was selected based on socio-demographic characteristics, as well as features distinguishing customers, which were key independent variables for the cognition process. The stage of selection of participants in focus group interviews was preceded by a personal questionnaire to select research units (persons) who met the assumptions of the research sample. The analysis of the collected empirical material was carried out based on open coding, allowing for the emergence of homogeneous theoretical categories. Findings: Designing envelopes could be challenging due to several factors determining their positive perception among populations. The basic determinants in the perception of traditional correspondence include its size, shape, colour, and graphic design. Based on the research, one of many factors in creating a competitive advantage in the traditional correspondence market is personalized double-sided envelope printing. Practical Implications: This paper is rich not only in several findings and quite bold, unambiguous indications for the design of envelopes but also contains many interesting hypothetical conclusions that require confirmation in further research processes, also using a quantitative approach. This is undoubted – mainly due to the exploratory nature of this research and development project – an extremely interesting empirical material that requires further, in-depth analysis to optimize business processes and obtain the most effective solution. Being convinced of the effectiveness and high quality of the methodological workshop of social sciences, the use of such analyses and expert opinions may contribute to the implementation of the most suitable solution to the current and future needs of a given business entity. Originality/Value: The results of this research contributed to creating lasting relationships between an academic research unit and a business entity by supporting the decision-making process regarding strategic development in the form of infrastructural investment. The exercised solutions contributed to managing the relationship of the company through traditional correspondence.