Why Stories Matter

“Life can only be understood backwards; but it must be lived forwards.” – Kierkegaard
You may have heard this quote before. You might have seen it captioning a photo of a beach sunset, or printed over the image of someone practicing Tai Chi on a rock (the yogis have certainly beat it to the ground). But there is customer relationship significance to this quote as well. 

Businesses everywhere now are making customer journey (that is, the path a customer takes to doing business with, or engaging with, the company) the focus of their retention strategy. They realize that, to move forward, to learn more about customers and continue selling, it’s important to know where customers have been. 

Your customer relationships are littered with touchpoints that can essentially serve as breadcrumbs to inform a successful future upsell or cross-sell. That’s what makes this business of Customer Communications Management (CCM) so significant – it’s the customer's own action or inaction that generates the majority of your touchpoints, between sales and the occasional compulsory update. With every document you deliver, you are telling a story. That story – the customer's relationship with you – is only as long as you make it.

How Your Customers See You
What Do You Think They Think? 

In the past we’ve talked about the importance of getting a clear picture of customer perception. Where many companies have maintained they can achieve customer satisfaction well enough with a one-way conversation of monthly billing statements, others have taken steps to make customer engagement digital, more colorful, and most importantly, more interactive.  

With a superior CCM platform, chat widgets can be added to documents, for customers to send feedback (or questions) then and there. The documents can also contain a variety of tables and charts to interact with, and data from those interactions can be stored in customer profiles to optimize the content of future documents. You can know what your customers want, all the time, which is a crucial part of your story.  

What Customers Tell Other People
Trust Studies, Trust Warren Buffet

Maybe the worst way to get customer feedback is when it’s too late to change. Customer preferences travel fast, and so does word of mouth. You need to stay ahead of the public beat.  

Warren Buffet famously says, “It takes 20 years to build a reputation and 5 minutes to ruin it.” Studies say that 95% of customers will tell someone about a single negative experience with a company.  

Implementing the right communication tools is important for businesses of all sizes. With a small clientele, one poor customer experience can impact a large percentage of your revenue, then significantly impair your future growth. With a large customer base, you simply have a bigger network of potential negative stories. Negative experiences can be entirely prevented with a solution that allows you to update preferences real time. 

What You Tell Yourself
Lucy Loves Herself…Do You? 

“Love yourself first, and everything else will fall into line.” – Lucille Ball

Using a CCM solution to be a leader in your industry begins with agreeing on the image you want to present, followed by careful, deliberate collaboration. You need a platform containing all of your communications solutions in one place, with a straightforward, user-friendly interface for distributed, role-based access inside your organization. 

In Ecrion Omni System (our EOS platform), the roles of designer, copywriter, and developer all have their own credentials, and their work can be overseen at any time by managers. Role-based access and oversight helps your team to operate cohesively, and brings your brand together.  

Better customer relationships depend on better internal relationships. Streamlining your internal process translates into a sharper outward image, and ultimately determines your overarching narrative as a company, both with your staff and with your customers.