Of the most critical functions internally within a business, customer communication management has one of the largest impacts on success and longevity. With more and more customers, both in the B2B and B2C space, crunching organizations to become fully digital, these organizations have had to act fast. Not every organization’s adjustments had positive reception, but many made waves with the ways they’ve adjusted. This post will detail both the successful and unsuccessful ways in which organizations have adjusted their customer communication management strategies.
For the organizations with customers unpleased with their adjustments, don’t feel as though you were the only organization to fail. Believe it or not, according to the infographic coupled with this post, other customers have indicated that nearly half of all businesses they interacted with throughout the pandemic had not made significant enough changes to their customer communication management strategies. When customers feel this way or are treated in a way that makes them feel respected, they’re more likely to disregard any given business and spend their hard earned money elsewhere. For struggling businesses without the ability to communicate to their customers effectively, they may face losing their most loyal customers while also losing their ability to attract new customers. Therein lies the advantage of a high-quality customer communication management strategy.
First it’s important to differentiate between what true high-quality CCM is. One important aspect of these functions is personalization. Each customer is different, and they want to be treated as such. Their needs will differ, and organizations will have to adjust accordingly to meet them. Another important aspect of these functions is privacy. Yes, in some instances, customers will have to share some of their most private information to purchase what they want. However, customers expect businesses to treat this private information with the respect it deserves. Meaning organizations will have to employ highly sophisticated digital communication platforms that will protect their customers’ information at all costs.
While these three aspects make up the most important elements of a customer communication strategy, different industries have to adjust accordingly. For example, the online retailing industry has seen an increase in demand for interactivity on their platforms. Which has been met by offering live chat services when available. A decade or so ago, these services were offered but were never truly polished to the level they are now. Which is part of the reason why they’ve become so common amongst organizations in the industry.
Perhaps the most important aspect of a high-quality customer communication management strategy comes in the form of omnichannel communication. Providing customers with the means to interact with your company through channels like social media, an established website, or even text-message communication is key. Allowing the customer the freedom to decide how they want to engage with your business is the most optimal way to approach communication standards today.
Finding the right niche to occupy with your organization’s customer communication management strategy can be difficult. To help ease the process, be sure to take a moment to check out the infographic included alongside this post. Courtesy of Conduent.