All B2B and B2C organizations alike have come to realize one thing as a result of the pandemic: customer communication management is critical in ensuring success while conducting business online. Not only had the customer preference for digital communication been increasing decade over decade, but pandemic restrictions had limited how much in-person business could be conducted. As a result, the need for high-quality digital communication was unmatched. Luckily for organizations around the world, a majority of customers had been pleased by the efforts made to create a digital experience that met their needs.
However, there were some customers that had reported that a few businesses were lacking the quality customer communication management that other businesses had adapted to. These customers are more likely to take their business elsewhere if they have a bad experience with any particular organization. This can be a make or break situation for a number of organizations worldwide. Without fully realized CCM, businesses are more likely to lose their long-standing customers and lack the ability to attract new ones. But, how can a company achieve high-quality CCM?
High-quality CCM is typically defined by three pillars: personalization, security and privacy. When communicating with businesses, customers want to feel like their unique needs are being fully understood and acted upon. This is where personalization is important, businesses should be able to provide each individual with a unique shopping experience that ultimately ends up with the customer receiving the product just right for them. All the while, customers want to feel like the information they’re sharing with these businesses is safe and secure. Their preferences are less important than say their credit card information or their e-mail address being leaked for example. In order to provide this, companies will likely have to adapt to highly sophisticated and integrated digital communication platforms that protect each of their customers’ data.
While these aspects may be some of the most important in CCM, they are not the only ones. Another important attribute comes from interactivity. One example of this has been the advancement of live chatting services on businesses’ websites. The ability to communicate with a representative in real-time digitally today can make or break if a customer decides to spend money with your business. Which leads to the last, and perhaps most important attribute of CCM today: omnichannel communication. As more and more advancements have been made technologically, customers no longer want to be limited to one way of receiving information and communicating with businesses. A fully realized social media presence, in addition to a website equipped with a live chatting service, coupled with text-based notifications, all make for the best customer experience. Limiting your customers to one channel can prove to be disastrous.
For additional information on this topic, be sure to review the infographic coupled with this post. Courtesy of Conduent.
