With additional variants of the COVID-19 virus continuing to limit businesses, the way in which they communicate to their customers has never been more important. Regardless of the types of customers they service, whether it be B2B or B2C, maintaining stable communication is imperative. With these limitations, online communication is really the only option left for organizations hoping to improve their communication management. As organizations have had such a long time to adjust, it’s right for customers to expect more of them. In fact, most customers are pleased with the adjustments that organizations have made to keep them safe and serviced throughout these times.
However, there were some customers that had reported that a few businesses were lacking the quality customer communication management that other businesses had adapted to. These customers are more likely to take their business elsewhere if they have a bad experience with any particular organization. This can be a make or break situation for a number of organizations worldwide. Without fully realized CCM, businesses are more likely to lose their long-standing customers and lack the ability to attract new ones. But, how can a company achieve high-quality CCM?
Prioritizing three core elements of most successful communication strategies has shown the most success. Personalization, security and privacy are these core elements. Beginning with the first, personalization relates to customers wanting organizations to both understand their unique needs and provide accordingly based on those needs. Rather than providing a one-size-fits-all experience, customers want an experience specifically tailored toward them. In order to accomplish this, customers must be willing to divulge certain information to these businesses though. Which is where privacy and security come in to play. The information that customers are willing to share should remain private and secure, which becomes the responsibility of the business they are purchasing from. In order to protect this data, organizations have had to invest in highly sophisticated digital communication platforms that have been integrated into their core systems.
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.
Just as important, and the glue of most CCM strategies, is the omnichannel communication a business is able to provide. Customers don’t want to be limited in regards to how they’re able to communicate their needs to businesses. As such, having a well-established presence on social media platforms allow customers to more freely and openly communicate with your business. Only providing one means of communication with your customers can soon prove to be a major weakness.
The information within this post serves as a great foundation for organizations hoping to perfect their CCM strategies. If you were hoping to learn more about how these strategies contribute to the success of an organization, be sure to check out the infographic paired alongside this post. Courtesy of Conduent.