Your customers have high expectations of your business. Meeting those expectations turns out to be great business.
Over 68% of customers 1 are willing to spend more money on a product or service if they know that they will have better service.
Effective communication with your customers is going to play a major role in meeting those customer expectations. Read on to learn why customer communication is important.
Why Communication Is Necessary
Communicating with your customers on a regular basis can help your business be more profitable. These are some of the top reasons why effective communication is important for your business.
Customers Have High Expectations
Your customers have high expectations of your company’s customer service. They’re also willing to pay more to receive better service which meets their expectations.
Customers have different wants and needs than they did just a few years ago. These days, they want speed and convenience. They want to be able to log onto an app or web portal and handle the issue themselves.
This will cut out the time having to try to reach someone and wait for an answer. They want to be able to find the relevant information that they need when they need it.
Customers Will Talk about Negative Experiences
No matter what you do, people will talk about your business.
After a bad experience, 42% of customers 2 will post about it on social media and 67% will tell their friends and family about it.
Not only that, when people post reviews online, that will be used by others as part of making a buying decision.
About 90% of customers 3 will be influenced by an online review prior to making a purchase. Poor reviews can have a huge impact on your ability to close customers.
Higher Brand Loyalty
Customers who are satisfied with your customer service and overall communications are more likely to become brand ambassadors than ones who aren’t.
They’re likely to become loyal to your brand, which will lead to higher retention rates. With a higher customer retention rate, your sales team is under less pressure to replace lost customers with new ones.
That is why so many companies are on a churn and burn cycle, where they can never get enough business. They can stem the bleeding by providing better service all the way through the customer journey.
Designing the Customer Experience
When you’re thinking about improving customer communication, you really have to approach it as part of the entire customer experience. Here’s how you can design the customer experience and point out various customer touchpoints where you can improve communication.
Create a System
The first step in improve customer communications is to map out the entire customer experience. This will transcend departments as customers move through marketing channels, to sales channels, to customer service and operations.
With your map of the customer journey and experience, you’ll want to point out the various forms of communication that they will come into contact with.
For example, early in the customer experience, a customer will interact with your company’s website and social media channels. After they’ve made a purchase, you may ask them for a review or testimonial or they may need to hear from your customer service team.
You’ll need to map out each touch point along with the team responsible for that touchpoint. By assigning roles and responsibilities, you’re empowering your staff to shoulder the responsibility of customer satisfaction and brand loyalty.
Automate as Much as Possible
Managers want to increase productivity while maintaining a high level of communication with their customers.
As you look at your customer experience map, you can decide which items can be automated and which ones require a personalized interaction.
You may find that marketing interactions such as email responses can be automated, while customer service calls require hands-on interaction from the staff.
When you find ways to automate your communications, you ensure that they’re effective because they’re consistent. You’re making sure that customer communications occur regularly instead of falling through the cracks.
Find Your Audience
It’s very easy to assume that all of your customers are looking at their phones all the time. While it may seem true just by looking around a room at any given time, your audience may only be reached through other channels.
Companies that target millennials will find that quick messages like text messages will be enough to reach them. Baby boomers or Gen Xers, meanwhile, may need more information to make a decision. They may want to see case studies.
Your job is to understand how your customers prefer to communicate and reach out to them through those channels.
Analyze and Adjust
Effective communication isn’t a one-way form of communication. It’s more like a feedback loop. You communicate with your customers, you listen when they provide feedback, and you adjust.
Not all customers are going to provide feedback, which is why data is important. You want to be able to see reports that show what forms of communication are working, which ones aren’t and make decisions accordingly.
Effective Communication Is Possible When Planned
Your customers have higher expectations than ever before. They expect 24/7 service and they expect to have communications be personalized according to their interests and needs.
That’s the main reason why effective communication with your customers is a critical part of your business. When you communicate with your customers consistently, you ensure that they get the service that they deserve and they stay loyal to your brand.
That will turn into increased customer retention and profitability for your business. Do you want to know more about creating personalized communications for your customers?
Find out about our customer communications management software and how it can help you manage your customer communications.
CCM Buyer's Guide
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