The pandemic has made one thing abundantly clear for nearly all B2B and B2C organizations: no business conducted online will be successful without the right customer communication management. This isn’t just a pandemic based issue, though. More and more individuals have shifted their preferences toward digital communication when it comes to doing business with organizations. While the pandemic truly limited just how much in-person communication could be accomplished, the need for high-quality digital communication became much more clear. Many organizations around the world have made efforts that customers have been pleased by.
However, with that in mind, there are a number of customers who have reported that nearly half of the businesses they come into contact with have a poor customer communications management approach. In situations where these customers don’t feel respected or aren’t getting the answers they’re looking for, they’re more likely to find an alternative and take their business there. Talk about a disaster for less established businesses. Without the ability to adequately communicate to their customers, businesses are more likely to lose their existing customers and will find it inevitably harder to attract new ones. However, with high-quality CCM, any company can achieve success.
The three primary aspects that make up a solid CCM are personalization, security and privacy. Personalized communication is important as it allows customers to feel like their unique and individual needs are being heard and met by businesses. While sharing this information regarding their needs, customers also want to feel like their private information is remaining secure. Providing a delicate mix between personalization and privacy can be a challenge for businesses. A majority of the time this requires highly sophisticated digital communication platforms that are integrated with other critical business operating systems to meet the demands of customers.
Despite personalization and privacy being atop the list in terms of important attributes for high-quality CCM, these only scratch the surface of expectations of customers. As more and more advancements have been made in recent years, the expectations of customers have risen as well. For example, consider something that is now commonplace for many online retailers: live chat. Just a few years ago, an organization having a fully functioning live chat was remarkable. Even if there were a few bugs, being able to communicate to a business representative in real time was truly astounding. Nowadays, this sort of service is common. In fact, it has become more uncommon for an online retailer to not provide this service to its customers.
The most important thing to remember when considering customer communication management is not to limit the customer. Be open to new avenues of communication for the sake of your organization. For more tips and tricks on this topic, be sure to take a moment to review the infographic coupled alongside this post. Courtesy of Conduent.
