Submitted by Alexandra Truchot, Content Creation Specialist for Objectif Lune.
April 25, 2016

You’re probably bombarded with articles showing the need to improve your customer communications.

Now that you’re well aware of the impact the customer experience can have on your business, how exactly do you go about it? What are the main things to keep in mind and to implement?

Multichannel, rather than digital, communications
We repeatedly stress the importance of moving into the digital age. But consumer expectations are more complex than simply wanting to communicate with you by email because they are all different in terms of their speed in adapting to the digital world: traditional channels only, a little bit of digital or digital in every aspect of their lives.

All of these consumers co-exist, and it’s not as easy as it used to be to separate them simply based on age. Seniors are now as digital savvy as young people, who are still gravitating between traditional and digital. You have to be able to reach all of them. If not, a competitor will beat you to it.

Mobility and consistency
Not only are consumers connected 24/7, but they travel around a lot. And they want access to the same quality of information, no matter where they’re located.

Most companies have already started to offer their content through mobile and email, but it’s not easy to read, extends beyond the device’s screen and doesn’t offer the same features. Simply put, because companies are still not managing to change content based on the strengths of each platform, they settle for using the same elements, regardless of where the content is posted. But customers have less and less patience with sites and email unsuited to mobile. They want a total, consistent experience.

Being responsive and fast
Mobility leads to a real-time need. Customers are now used to getting news at any time, and as soon as it happens. They expect things to work the same way in their business relationships. They want information to be available 24/7 and on demand.

More than anything else, consumers assess your response time. Organizations that can respond in real time are now getting ahead of the curve.

Your customers want their next invoice to reflect the latest call they had with you, even if it was only a couple of days ago. If they request a change in their account or billing, you can no longer afford to wait several weeks before accounting for it in the communications sent over any of the channels.

Loyalty: an ongoing pursuit
Loyalty means little anymore. Just because customers buy your products, it doesn’t mean they’ll stick with you forever. Nowadays, they need to be wooed on a continual basis because they’re always assessing you. The digital age has made it possible for them to move around: in just a few clicks, they can find out what your competitors are doing. They can make quick online comparisons.

If the competitor seems to be offering a more personalized customer experience, chances are your customers will go to that competitor, even if your products are top of the line.

Alexandra Truchot – Content creation specialist with Objectif Lune. Writer and compulsive reader. Eager for unknown destinations and exciting encounters. Anything is possible, you just have to believe it. Connect with her on LinkedIn.

Objectif Lune has 20 years of experience developing Customer Communications Management solutions. Our solutions bridge the gap between systems and automate more personalized, relevant, multichannel customer communications. Learn more at: www.objectiflune.com.