The most successful enterprises are defined by their ability to communicate Today that means meeting consumers where they hangout - online, on multiple platforms. Businesses routinely push out sales and marketing messages via SMS messaging, email and social media for example. They’re also increasingly embracing new richer channels like OTT chat apps and RCS. But consumers no longer respond to sales communication in isolation as part of a loyalty scheme for example. They want personalized and often two-way communication, and will happily reward the companies that are attentive to this need, with repeat custom and recommendation. It’s fair to say that communication has grown beyond a sales tool to form the cornerstone of customer experience.
Loyalty to a brand or business is no longer something that can be relied upon because a consumer has received some form of incentive, rather it comes from customer experience - the sum of all the parts of the customer journey. So why do Benin Phone Number many enterprises continue to struggle with customer communication? Part of the problem lies in a badly structured approach that shutters business functions into silos, so that sales and marketing, customer service, design etc. operate in isolation. Yet customers want to experience an organization that provides a single seamless journey, from initial enquiry right through to post-sales support and beyond. There are three main areas where simple improvements in your approach can pay long-term dividends.
Go on the journey with your customers Enterprises need to scrutinize the journey to work out where interaction can take place. That starts with some fairly basic questions. A typical journey looks something like this: Discover Compare Consider Commit Retain When scrutinizing this journey as a customer experience, there are many relevant touch-points between these stages where the skilful use of messaging could boost engagement and satisfaction. It’s also essential to look at where friction occurs in the journey. At what stage do you lose customers? At the cart? At the moment of contract renewal? During the on-boarding process? Where, when and why do your customers churn? Make it relevant - Importantly, communication needs to be personalized, relevant and zoned in on the customers’ needs as individuals.