Customer communication is vital to a company’s ultimate success. Most organizations are aware that doing it well creates an enduringly positive experience for consumers, fostering loyalty and trust, while at the same time reducing the cost to serve. It is a 2-way win.
But, they also know that customer communication has to evolve and adapt to the wants and needs of consumers. What is delivering amazing results today, may well prove ineffective tomorrow. And if companies fail to understand this and fall behind, they risk losing customers to their competitors.
Let’s take a look at what consumers will expect from customer communications in 2020 and how organizations can meet those expectations:
Measuring up to micro-moments
The days when a company could communicate with its customers at will and in its own time are long gone. Today’s customer expects companies to be on-hand for their personal micro-moments: those seconds when they look to their devices to find, buy, locate or action something.
Customer communication should be no different. Companies must do everything possible to ensure that customer communications meet the “be there, be useful, be quick” mantra.
Making the most of micro-moments is about more than just delivering instant communications though. You also need to ensure that you deliver relevant content to your customers as this provides an opportunity to influence behavior.
Success means communicating with customers along every point in the buying journey and fostering instant connections. Equally critical is that you measure every interaction with your customers and track and assign a value for each touch-point an individual customer has with your brand.
Embracing new technologies – enhanced digital communications
When it comes to figuring out which new communication channels to pursue, you should follow your customers’ lead.
It’s for that reason that technologies like chatbots, voice integration, and dynamic (hyper-personalized) content, amongst others, are no longer points of differentiation but essential for any organization that’s serious about customer communication.
As exciting as new technologies and concepts are, however, you cannot simply implement them and expect dramatic improvements in your customer communication efforts. You must also ensure that the integrations you implement, give customers the kind of seamless, cross-channel experience they’ve come to expect.
Here, Artificial Intelligence (AI) will play an increasingly pivotal role. AI-based systems are useful for predicting user behavior and providing content based on that prediction to prompt the user’s next action. That’s crucial in the customer communication space.
Small wonder then, that organizations are already integrating AI into email, billing, and mobile payments. Additionally, AI is driving the use of chatbots, both on websites and instant messaging services, as automated virtual assistants.
Security is a growing concern for consumers, and with good reason. The size and impact of data breaches continues to grow larger, with the average global cost of a breach now US$3.92-million, up 1.5% from 2018 and 12% from 2014. There are no signs that will change in 2020.
Read more here:: B2CMarketingInsider