Today, we receive brand communications in far more ways than we ever used to, while also having far more control over how and when we are contacted. In part, this is driven by increasing regulation – such as the EU General Data Protection Regulation, which applies to any company or organisation communicating with European citizens – but also it is simply down to providing good customer service and improving relationships with customers.  

Business communication with customers constantly evolves. From face to face meetings, via the telephone, letters, emails and even social media, companies have many channels to communicate with their customers – and will constantly need to modify how they are using each based on current trends, as well as individual customer preferences. 

Balancing channels to optimise customer satisfaction 

Generally, most company communication will be conducted via email and printed letters, although the balance can change dynamically. In relation to EU GDPR for example, which is primarily focused on giving control to individuals, companies will need to provide their customers with the ability to change their preferences on an ongoing basis. Being able to adapt to these changing preferences is crucial, not just from a regulatory perspective, but showing that you are attentive and accommodating to customers will improve customer perceptions and satisfaction.  

Although this may appear to be a fairly simple proposition, the capacity to acknowledge and observe changes – especially if there is added regulatory pressures to do so – requires specialist tools.  

A multi-channel approach puts you in control  

Communicating with customers across multiple channels can create a variety of risks. If channels are siloed, and disparate teams are using them to communicate across the customer-base, it increases the chances of sending conflicting communications to the same customer via different channels or sending the same communications via multiple channels. It also makes it extremely important for the seperate teams to talk to one another, as they will need to observe customer preferences across separate communication channels.  

Managing communications centrally with multi-channel communications software is designed to reduce these kinds of risks. It provides the business with a high degree of control and visibility over customer interactions – while also giving customers a high degree of control over how and when they are contacted.  

By enabling businesses to send their customers more targeted, personalised and customised messages via their preferred channel – without risking customer confusion or dissatisfaction – multi-channel communications is helping businesses to develop closer, longer-lasting relationships with their customers, while also supporting crucial regulatory requirements. 

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