Perhaps the most important aspect of how the pandemic has changed online business has been the approach organizations across the world have taken towards their customer communication management (CCM) strategies. While it is true to say that the preference of a majority of consumers has been shifting toward digital for some time, the early stages of the pandemic limited consumers to mostly digital interaction with these businesses. Luckily, a majority of businesses hit the mark for what these customers were expecting out of a pandemic response. A fine-tuned customer communication management strategy is necessary even post-pandemic, though.
Which, for a number of organizations worldwide, is a problem. A majority of these organizations are coming up short in regards to their CCM strategies. The resource accompanying this post indicates that the customer preference for high-quality CCM is rarely being met by the businesses they’re defaulting to. Knowing this, it should be less of a surprise when these customers begin to stop visiting these establishments and taking their business elsewhere. Suffice to say if a company’s CCM is underperforming, that organization is at high risk of losing some of their customers. What’s worse than this, though, is that their ability to attract new customers is also tarnished. But just how can a company establish a high-quality CCM to avoid these woes?
High-quality customer communication management has a few aspects. The first, comes in the form of personalization. This extends from communication all the way down to experience. Most importantly, these customers want to feel as though their unique wants and needs are being recognized and acted upon. Another aspect that makes up a high-quality CCM comes from privacy. Shopping with any business often requires relinquishing some important personal information. No customer wants this information in jeopardy of being stolen, meaning companies have to prioritize finding the right digital communication platforms to ensure the safety of their customers’ information.
While these two core aspects should be prioritized, there is much more that goes into a high-quality CCM. For example, take the interactivity that businesses provide to their customers outside of the store. Tools such as live chat are much more polished as of late, meaning customers have the opportunity to interact at an incredibly fast pace with actual representatives of a company regarding their requests. In industries such as online retail, this can be an invaluable resource.
Perhaps the one aspect that connects all of those previously mentioned comes in the form of omnichannel marketing and communication. Providing a means to interact with your organization throughout any channel your customers may have presence on is imperative. Customers should not feel limited in their ability to communicative with any organization considering just how evolved social media and the like have become. Even methods such as targeted e-mails or text messages continue to work for a number of customers. There should be no limits when it comes to communication for customers.
For more information, be sure to check out the resource accompanying this post. Courtesy of Conduent.