How The Pandemic Has Changed Organizations’ Customer Communication Management Strategies
The limitations that COVID-19 placed on businesses all throughout the world increased the importance of a sound customer communication management strategy. B2B and B2C businesses alike have noticed a fondness for digital communication in their customers for some time, however, the way in which these companies had to begin operating as a result of the pandemic has only increased the demand for this form of communication. Largely in part due to the fact that the customers of these organizations have been pleased with the quality of care they’ve received over this past year. However, not every business has such an effective customer communication management strategy.
Therein lies the problem of these organizations: despite having an established communication management strategy, it might not always be working as intended. For businesses that fear this is the case for them, the accompanying infographic has some bad news to report. Typically customers expect high-quality customer communication management from the organization’s they conduct business with, but rarely find it. These customers report nearly half of the businesses are lacking a proper customer communication management strategy. How does this impact businesses, though? Well, when a customer has a bad experience, they’re more than likely to stop shopping with the business that did them wrong. But how can a company achieve a strong, high-quality customer communication management strategy?
High-quality customer communication management comes in many forms. The first being personalized communication. Customers want to feel that their unique needs are being identified and acted upon by the businesses they’re interacting with. In connection with this personalization, customers also want to feel that their privacy is being respected. Secure and private communication is key between businesses and customers. Though their private information might have to be shared in some instances, customers want to feel that their information is being thoroughly protected. For businesses, this means investing in digital platforms that are both highly intuitive and safe enough to protect their customers.
Though these are some of the key factors of a high-quality CCM, some customers’ preferences are bound to be vastly different. Some customers highly value interactivity between them and the business they’re purchasing from. One way this factor has evolved has been in the form of live chat. Just about every website you visit nowadays has some form of representative willing to communicate with you in the form of instant messaging. In the online retailing industry specifically, this sort of tool really bridges the gap between an unsure customer and a sale.
One of the most important ways in which a quality customer communications management strategy truly comes together is through the use of omnichannel communication. Not having a limit or barrier for your customers to continue interacting with your business day after day is key. Some customers are more prone to constant online interaction with your business. Whether that be purchasing from your online store one day, to showing off that purchase on a social media platform the next, every customer is different. Keeping every channel open for them to have the freedom they desire is key.
For more information on how to craft the highest quality CCM for your business, be sure to review the infographic coupled alongside this post. Courtesy of Conduent.