Madrid, Sep 13, 2023 – Communication channels play a vital role in helping brands and customers connect and get to know each other. Companies that master the art of communication can easily deliver a seamless customer experience through various channels, throughout the complete Customer Communications Management (CCM) process, which often vary according to customer behavior and demographics.
Ten key customer communication channels in the CCM process
- E-mail: One of the most common and effective channels. It allows personalized and direct customer communications. It can be used to send newsletters, exclusive offers, purchase confirmations, etc.
- Social media: Platforms such as Facebook, Instagram, Twitter, and LinkedIn are already part of our daily lives and offer a quick and efficient way to communicate with customers. They serve to post product updates and company news, and to respond to customer questions. 57% of consumers follow a brand on social media, which are steadily gaining ground and reputation.
- Telephone: Although less and less used due to the rise of digital communication, our beloved telephone is still a useful tool to serve customers. It enables direct and more personal communication, especially when complex problems need to be solved and customers need to feel attended by a person.
- Videoconferencing: Videoconferencing tools can help companies save between 15% and 30% of total project costs and also shorten project timelines. They can also build strong customer relationships without spending a lot of time and money and boost the capabilities of sales and marketing teams. What would we have done without them during the pandemic?
- Live chat, video chat and chatbots: Many websites offer a live chat option that allows customers to ask questions and get answers in real time. Chatbots, which use artificial intelligence to interact with users, have also become increasingly popular. After all, 38% of customers would buy more if the company offered live chat as a form of communication. Meanwhile, eight out of ten companies offer video chats, and one in six customer interactions are conducted via chatbots.
- Mobile applications: Many companies have developed mobile applications to improve customer communications. Through them, customers can make purchases, ask questions, receive notifications, etc. After all, the cell phone has become almost an appendage of our body and we always have it at hand, which means that companies also have their customers at hand and vice versa.
- SMS and instant messaging: Many companies use messaging services like WhatsApp or SMS to send quick updates, transaction confirmations, reminders, etc. Nine out of ten people who have a smartphone access these types of applications. SMS has lost followers, but people who are not digital savvystill pay attention to them.
- Websites and blogs: Companies use their website and blog to communicate detailed information, news, product updates, tips, and tricks. Blog content must be of quality if companies want the public to read itand move up on search engine rankings.
- Community forums and user groups: Some companies use community forums or user groups to foster communication among customers and create a place to share opinions about products, services, and common problems.
- Meetings and events: Although less common due to geographic limitations, some companies organize meetings or events to interact directly with customers. In-person communication is always much more effective than online meetings. Whether it is a meeting or a training session, in-person communication always builds and strengthens trust. Companies can earn $12.50 for every $1 invested in face-to-face meetings.
It is important to mention that the choice of communication channel will depend on the type of business, the target audience, and the message to be conveyed. Each channel has its advantages and disadvantages and can be more or less effective depending on the circumstances. Therefore, companies should choose the communication channels and Customer Communications Management solutions that best suit their needs and those of their customers.
Different channels for different companies
The different preferences in communication channels, for a given Customer Communications Management process, between SMEs and large corporations can be significant and are based on four factors:
- Available resources: Large corporations tend to have more resources at their disposal, allowing them to use a wider range of communication channels. They may have teams dedicated to social media, email, customer service, etc. SMEs, on the other hand, tend to have fewer resources and therefore need to focus on fewer channels.
- Reach: Large corporations tend to have a broader and geographically dispersed customer base. For this reason, they use channels that allow mass and efficient communication, such as email and social media. SMEs, however, have a more limited customer base and prefer more direct and personalized communication methods, such as telephone or instant messaging.
- Business objectives: Large corporations rely on long-term marketing strategies and brand building through blogs, websites, and social media to create a digital presence. But SMEs focus more on direct sales and customer retention, opting for channels that enable direct and personal interaction, such as telephone, live chat, or email.
- Technology adoption: Large corporations tend to adopt new technologies quickly, so they are more likely to use chatbots, mobile apps and artificial intelligence. In contrast, SMEs tend to be more cautious in their adoption of technologies due to their resource constraints or lack of technical expertise.
Customer Communications Management channel usage by age range
CCM channel usage can also be analyzed from the perspective of user age range. The age of the target audience can substantially influence communication channel preferences. Although there are variations according to cultural, geographic, and socioeconomic factors, here is an overview of communication channel preferences by age:
- Young people (generation Z and younger millennials): This group tends to prefer digital communication and is heavily influenced by social media. Channels such as Instagram, Snapchat, TikTok and messaging apps such as WhatsApp are extremely popular among these young people. Chatbots and AI assistants are also quite popular among this age group.
- Adults (Generation X and older millennials): This group is also comfortable with digital communication but tends to prefer channels such as email and Facebook. They also prefer telephone communication for certain types of interactions, especially more complex ones. This group is usuallymore willing to use live chats on websites.
- Seniors (baby boomers and earlier generations): This group tends to show a greater preference for more traditional methods of communication, such as telephone and email. However, many also use Facebook and other social media, although less than younger people. This group especially values personalized and direct service.
In any case, communication channel preferences are constantly evolving as new technologies and Customer Communications Management solutions emerge. Therefore, it is important for companies to keep abreast of current trends and be willing to adapt their communication strategy as needed.
It is not enough to master one communication channel, but all of them, since, according to the latest studies, brands manage to retain 91% more customers when they implement omnichannel strategies. It is all or nothing.
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