Are All Customer Communications Created Equal?

Tuesday, Apr 21st 2020
woman with smart tablet projecting digital social icons

The number of different ways in which companies communicate with their customers has never been higher. This creates two important challenges for marketing communications to overcome. Firstly, are marketing messages being communicated via the right channel for the individual customer? And secondly, are processes for managing customer communications being properly assessed to see if they are making an impact and delivering value?

To successfully engage with customers, businesses need to contact them at the right time in the right way and with the right message. Every customer is different and will use a range of communications channels which can sometimes be constantly changing, along with changing preferences for how and when they receive different types of information. An otherwise impactful marketing message delivered via the wrong channel will be rendered useless. Businesses must find a way of satisfying customer preferences through streamlined communications management that will also improve their own operations.

This can be a challenge, especially for smaller businesses which have communications channels that are established and built up over time. Older companies may only just be turning to digital channels – adding websites and social media to established print communications processes. The problem is that, as this happens, they will often find that their various communications processes are treated very differently and in isolation. Managing communications in this way can be inefficient and inconsistent.

Typically, it results in time being wasted on formatting documents and communications messages many different times for each different communication channel. Working in isolation can also introduce the risk of non-compliance with customer preferences or their right not to be contacted. At best this could irritate customers, at worst it could mean breaking data protection laws.

Multi-channel communications management

Multi-channel communications management software helps ensure that each message is sent through customers’ preferred channels, maximizing the value of each and every piece of customer communication, while also providing critical insight into the communications processes that work – and those that don’t. With the right multi-channel management solutions in place, businesses can:

  • Maximise customer engagement – Build strong and lasting relationships by only sending customers the right messages at the right time via their preferred channel
  • Increase efficiency and reduce costs – Centrally managing communications ensures consistency, while helping reduce unnecessary duplication of tasks
  • Continuously improve communications processes – A centralised approach provides visibility into trends and performance, giving businesses the ability to learn and adapt

Not all customer communications are created equal – as the value for each depends on the preferences of your customer. Because these preferences are subject to change, businesses should look to implement solutions that provide them with a high degree of insight and control over processes, enabling them to better satisfy customers while also ensuring that communications delivers consistent value to the business.