Knowing how to communicate with customers is essential for business success. But when it comes to communication in customer service in order to create a positive experience with your brand, what are consumers seeking? And do you know how to communicate with customers so they are more likely to have a favorable experience?
According to PwC, "Nearly 80% of American consumers say that speed, convenience, knowledgeable help and friendly service are the most important elements of a positive customer experience." So what can you do to help ensure that communications with your key stakeholders are effective?
4 tips for how to communicate with customers
A number of theories exist about what effective communication in customer service entails. Here are four key elements to help ensure you’re connecting with your customers.
1. Use the right communication channel
When it comes to communication in customer service and knowing how to communicate with customers, there is no shortage of ways to reach people today. The challenge with modern communication is to know which channels make the most sense for your audience and then determine how to use them effectively.
Although the global e-commerce market reached $13 trillion in 2021, that doesn't mean the internet is the only useful method for communicating with customers today or that more traditional means of maintaining customer relationships in business no longer apply. While it might be tempting to use the latest social media platform for all interactions, don't discount the value of traditional methods in maximizing your customer relationships in business. For example, a recent survey revealed that 69% of respondents said that talking to a live agent by phone is among their top three methods of engaging with a customer service department.
Using the right medium for communication in customer service situations should be informed by the characteristics of the customer. Demographics often play a role in the ways customers want to interact and the social media platforms they use. However, given that 76% of customers favor different channels based on the type of interaction and message, organizations should maintain flexibility in their approach.
Handling a conversation with a customer across different channels can sometimes be problematic, so it’s important to understand the distinction between multichannel communication with customers versus omnichannel communication with customers. A multichannel approach treats each channel as a separate touchpoint, often causing data silos that prevent an organization from delivering a consistent experience. Research shows 71% of customer support professionals have little to no visibility into customer conversations across platforms.
On the other hand, an omnichannel customer experience can provide consistent communication with customers across any channel used, meaning customers do not need to repeat any information previously provided on a different channel. The Gartner® 2022 Customer Service Trends and Priorities report found 74% of respondents said it was either important or very important to have a seamless customer journey across assisted and self-service channels.1
2. Listen to your customers
Effective communication in customer service situations can be a crucial step to driving both revenue and loyalty. However, this requires that an organization understand what their customers want and what pain points they are experiencing. Two-thirds of customers expect companies to understand their needs and expectations. Meanwhile, according to Accenture, 80% of companies saw an increase in sales after implementing personalization.
The key to providing this level of personalized customer relationships in business is robust customer data. With this information, you can deliver highly targeted and relevant messaging whether it's a discount on an item a customer put in their shopping cart but didn't buy or pre-filling regular orders on a grocery delivery app.
While personalizing the customer experience can be beneficial, it is also important to be aware of how some customers feel about the use of personal information. Almost 90% have concerns about how their personal data is gathered or used. So transparency around data use is critical to help brands earn and sustain consumer trust.
3. Communicate when customers want to communicate
Understanding how to communicate with customers means tailoring your communication in customer service so that customer service representatives are available when the customer wants to communicate. Research suggests that only slightly more than one-quarter of contact centers are open 24/7. However, a variety of automation and AI-powered tools are available that can help maintain customer service at all hours. In addition, self-help tools such as chatbots can give customers the resources they need to help themselves. Self-help tools are useful not only for your organization but also for your customers—a majority of consumers prefer to solve their own service issues instead of talking to a representative.
When deciding how to communicate with customers, it's important to be aware of what can potentially damage a relationship. The most common form of poor customer service, according to 56% of people, is long wait times. Research suggests the average actual wait time on hold is 17.4 minutes, which is almost triple the average wait time Americans say they are willing to wait. Leveraging contact and call center performance metrics can help identify ways for you to reduce wait times to ensure effective communication with customers can take place.
Missed calls are another potential barrier to creating a positive customer experience. In one survey, 43% of respondents said they were at least somewhat likely to switch brands after only a single negative customer service interaction. Some communications platforms can assign one number that rings multiple compatible mobile devices, desk phones, and PCs, which means fewer missed calls and more opportunities to connect.
Another important component of effective communication in customer service is through electronic forms such as digital signage and screens. These offer organizations a way to capture consumer attention and give them the information they seek when they want it, such as guidance on where to find a particular product. This information can be done in-store and even in drive-thru locations, where technology to identify customers can allow for personalization of service, including greeting them by name and offering tailored promotions based on their ordering preferences.
4. Clear communication with customers
The final element to consider in communication in customer service situations is the importance of having a strong network and technology behind your communication channels. After all, none of your previous efforts to improve customer communication will be meaningful if your network is offline or experiencing degraded performance.
The low latency, fast speed and high bandwidth of 5G can power whatever communication channels you are operating. Even better is to partner with a trusted managed network services provider that can make sure your network is reliable, up to date, secure and operating at the speed of your organization. This gives you more time to focus on your customer relationships.
Learn more about how Verizon can improve your ability to give customers what they need.
The author of this content is a paid contributor for Verizon.
1 Gartner, Customer Service Trends and Priorities, 2022.
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