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The Pandemic’s Impact On Customer Communication Management


As a result of the pandemic crisis, B2B and B2C organizations alike had to adjust their existing customer communication management strategies. Not only had the preference of customers been waning toward digital long before the pandemic, but the pandemic specifically has increased the demand for high-quality digital communication between organizations and their customers. While a majority of customers across various industries have been pleased with the way organizations have adapted, many other customers have not been pleased. The point is, there’s always room for improvement.

The issue then becomes a lot of organizations have continuously failed in their customer communication management strategy. In fact, the resource accompanying this post indicates that customers searching for quality digital communication find it in less than half of the businesses they frequent. It’s common for customers that consistently have this lacking experience to then take their business elsewhere. Meaning that if a company’s customer communication management strategy is lacking, that company runs the risk of losing their existing customers and worsening their ability to attract new ones.

But what exactly constitutes a high-quality customer communication management strategy? More importantly, how can every organization possess one of their own?

Breaking down a high-quality customer communication management strategy looks something like this. Personalization is atop the hierarchy. Customers want to feel as though their needs are being considered and acted upon. Below personalization is security and privacy. This duality is extremely important when considering communication with customers. While it’s true that customers have to surrender important information to organizations, they do so in hopes that organizations are capable of protecting this information from being stolen. For organizations, this means investing into digital communication platforms that are optimized for security and personalization; while simultaneously being able to integrate into their other operating systems.

This hierarchy doesn’t stop there. Just below security and privacy is interactivity. Meaning the strategies organizations look to should have some form of an immediate communication method. For most organizations, this comes in the form of live chat on their websites. A well-executed live chat service can make all the difference for organizations in certain industries, online retail for example.

What supports these strategies most of all, however, is adapting to the new norm of omnichannel communication. With customers spanning across the world and their communication capabilities being so different, organizations should look to spread their communication channels to any platform they can. Being able to interact with customers on any social media platform one day, followed by a barrage of text messages deals the next, then a slew of e-mail promotions the day after is only made possible through this omnichannel approach. Limiting customers is the worst thing organizations can do.

For more information regarding the best-in-class customer communication management strategies, be sure to check out the resource coupled alongside this post. Courtesy of Conduent.