Customer Communication: Picking Up Where We Left Off

I have some dear friends who I only speak to every six months or so—and sometimes we go longer than that!—but when we touch base it’s like no time has passed since we last spoke. I cherish these friendships, and my friends’ ready acceptance to pick up right where we left off. I count on them to be there with whatever I need, so it shouldn’t be surprising that I expect that same consistent relationship with the businesses that I trust to hold my money, my personal details, and that know my communication and purchase preferences perhaps even better than my friends.

Customer expectations have changed in this digital age. With multiple communication channels and heightened expectations for timeliness and relevancy, customers are increasingly demanding control of how and when to communicate with their communication service providers (CSPs). A recent Forrester study found 72 percent of consumers—regardless of age—prefer self-service when it comes to resolving support issues. This suggests that businesses need to quickly embrace multi-channel communication strategies if—like my friends do so successfully—they are to pick-up the conversation with the customer right where the customer left off and retain their patronage.

Unfortunately, we talk to far too many CSP executives who are challenged to suitably empower their customers in this way. They feel they’re losing revenue opportunities—and even losing customers—as they lack a comprehensive multi-channel solution that facilitates consistent conversations and promotes self-service. While their companies are adopting new technologies to create and build relevant communication channels with customers, they are missing a critical piece; a way to organize and automate the messaging. This often leads to “batch and blast” communications, which are generic, redundant and impersonal messages. Let’s be honest, this type of message habitually leads a customer’s finger to the delete button or worse yet, the junk option. CSPs may be implementing multiple programs to support customer communication; however, they are often not achieving their overarching goal to facilitate the right interaction through the right channel at the right time.

In the digital era, a holistic approach to link communication preferences and interaction tracking is critical. Done right, the CSP can reach the customer with real-time personalized messaging through the channel they prefer. What an uplift it would be to push a message to a customer’s mobile device after they purchased a movie: “thank you for purchasing Big Hero 6, we value your business, please use this discount code to enjoy 20% off your next purchase with us.” Targeted, personalized and timely communication can enhance the customer experience, empower your customer to take care of themselves and provide a new avenue for upselling additional services. Like my friends who support me in times of need, the right interaction management solution can leverage historical interactions, current communication channels, and the most up-to-date profile and preferences to educate, engage, and connect with customers in all of the ways consumers choose to be connected.

Want to facilitate the right interaction through the right channel at the right time? Check out CSG’s Point of View “The Importance of Cross Channel Communications: Optimize Revenue and Drive Performance” to learn more.

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