Ted Hickman

Communication Key: Fully Realizing Your Customers Needs



The pandemic put a large strain over a majority of B2B and B2C organizations. Largely in part due to the fact that providing their customers with a pre-pandemic standard was much more difficult. Thus, an adjustment to their customer communication management strategy was necessary. Even prior to the pandemic, most customers began shifting towards an all-digital preference for communicating with the organizations they conduct business with. However, the way in which companies adjusted throughout the thick of the pandemic was very impressive to many customers. 

With all of that considered, there are still a number of organizations out there who have failed to adjust accordingly. Even with more and more pandemic restrictions being lifted, the quality that customers have come to expect hasn’t diminished one bit. Which is why a fine-tuned customer communication management strategy is imperative. Despite this, more and more businesses seem to be failing in regards to their CCM strategies. The more and more bad experiences customers have to struggle through, the more likely they are to take their business elsewhere. Failure to adjust accordingly and provide the most sound communication to customers makes retaining customers a nightmare but attracting new ones even more difficult. High-quality customer communication management is the answer to these dilemmas. 

What exactly is high-quality customer communication management, though? What does it entail? One of the first core aspects of these strategies comes in the form of personalized communication. Rather than identifying customers in a way that groups them up, they much prefer being looked at as the individual that they are. Meaning their needs and desires from any organization are going to differ greatly from every other customer. Communicating with them as such is of utmost importance. In connection with a personalized communication experience, customers also expect all of their most private information to remain private. A healthy mixture of personalization and privacy is hard to achieve, but with the right communication platforms and the most robust security, it is possible. 

While consumer preference continues to shift towards a digital landscape, organizations are left to adjust accordingly. Meaning aspects of a business once thought to be useless, are now some of the most basic expectations for customers. Think back to a couple of years ago prior to the online shopping scene being fully developed. Live chat services were available but certainly didn’t feel fleshed out enough to make a difference. The communication was delayed and was rarely helpful to any customer. Fast forward to today and there are a number of jobs specifically for live chat representatives extending through countless industries. Within that same vein, more and more organizations are looking to extend even further into their omnichannel strategies. Different social media channels, new and innovative communication ideas, website redesigns, promotional texts and e-mails, the list goes on. All of these efforts are made in hopes that customers are able to freely choose when and how they interact with the businesses they conduct regular business with and to truly hone in on their customer communication management strategy. 
For additional information regarding these strategies and how they benefit your business, be sure to check out the infographic accompanying this post. Courtesy of Conduent.

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