6 customer communication channels you need to be present in – WAU
Investing in communication with customers and potential customers is one of the most effective measures when we think about promoting engagement with a company’s public. By knowing the characteristics of the audience with which you want to establish this closer relationship and researching your preferred means of interaction and […]
Investing in communication with customers and potential customers is one of the most effective measures when we think about promoting engagement with a company’s public.
By knowing well the characteristics of the audience with whom you want to establish this closer relationship and researching your preferred means of interaction and information consumption, it is possible to determine the best forms of contact.
For this reason, in this post, we have selected the main communication channels, with which you will be able to offer fast, efficient and humanized service. Check out!
Although the transformations of the digital age have brought new ways of communicating – such as email and instant messaging applications – there are traditional means that have not lost their importance.
This is the case with calls, which have gained options such as Skype, WhatsApp and Google Hangouts.
Text communication can work well in many situations, but a contact by call has the advantages of:
- transmit the information in a more clear and detailed way;
- solve a customer problem quickly; and
- get your immediate reaction.
In addition, in a voice conversation, we have more obvious ways of perceiving customer satisfaction while communicating with the company.
Aspects such as intonation, articulation of words and moments of silence help to define whether the person has positive or negative feelings about a particular subject or its brand.
Despite these benefits, calls can be invasive for some people.
Therefore, make sure that the customer has agreed to receive information through this means and remember to introduce yourself and say the reason for the call at the beginning of the call.
The ideal is to use this medium to contact people who already know your company and are at the bottom of the sales funnel.
Anyone who is ready to close a purchase, in general, wants to speak to a sales representative as soon as possible, in which immediate communication channels – such as calls – are the most suitable.
So stay tuned:
Calls to offer products or services to those who have never shown interest in the company (calls cold calls) are ineffective and quite inconvenient, and can tarnish the company’s image.
Communication by messages short message service (SMS) is another way to be close to your customers, especially if the company knows how to use SMS marketing techniques.
Some shipping possibilities are:
- reminders about any details that need customer action;
- updates on the status of an order or service;
- barcode number for payment of a ticket;
- discount coupon for online shopping; and
- notice about company events in the region.
The great advantage of this channel is that messages arrive directly on people’s cell phones, immediately notifying them.
This ability to attract attention makes SMS have great open and read rates.
As it is another very personal channel, SMS is also indicated to contact leads who are in the bottom of the funnel.
Email is already a channel widely used by companies, especially due to the ease of sending and the variety of email marketing tools available on the market.
What makes email such a relevant communication alternative is that the user sees or responds to messages only when he decides to dedicate time and attention to this activity.
If it is neither important nor attractive, it can simply ignore or delete the email.
For this reason, it is essential to create emails with useful information for people.
It is possible to send promotional materials from time to time. But, to create engagement with your audience, you must nurture them with relevant content and themes.
Don’t forget, too, to write the subject in order to arouse curiosity.
After all, next to the sender, it is this information that will help to define whether the recipient will open the email or not.
Show yourself open to receiving answers. Make it clear that there is a human being behind the shipments who values interaction with your audience.
And be careful with the frequency of emails you send to your registered user base.
Too many messages can be extremely inopportune and, in some cases, will cause leads to mark your communications as spam.
Following these recommendations, you will be able to lead leads through all the steps until the conversion, sending email marketing with appropriate material, consistent with the moment when users are inside the funnel.
You cannot always send the same content to the entire database. It is necessary to take into account whether people are in the phase of discovery, consideration or decision.
4. Online chat
Another interesting feature is the online chat, present on the company’s website.
Depending on the chat solution, it shows information about the page the user is viewing and how long he has been on it.
Thus, if a visitor is on the landing page of a product or service for a few minutes, for example, the operator may decide to show the chat window and offer help or some information to the user.
This makes this tool an ideal resource for relationships with consumers at the top of the funnel, who are still getting to know your brand.
It is possible to take all your doubts and talk more about the company, influencing the visitor to advance in the purchase journey.
But not only that!
This is also an agile way of providing online service.
Instead of waiting for an email response or calling a central office, those who are already customers can start a conversation in the company chat and receive help directly through this channel.
Remember that there are already automated chat solutions, known as chatbots.
They are software developed to interact with users, the simplest ones working with basic commands and the most complex ones are based on artificial intelligence and capable of understanding natural language.
5. Messaging applications
Instant messaging applications – such as Telegram, WhatsApp and Facebook Messenger, channels also called offsite chat – provide an interaction experience similar to chat.
The big difference is that the lead or the customer has the facility to communicate with the company directly from an application that he is used to using to chat with his contacts.
There is no need to enter a specific website and only then start a chat with an operator or sales representative.
If we compare this medium with SMS, we notice other peculiarities.
An advantage of apps is that they have more interactive features, such as showing whether a contact is online or not and whether they have viewed your messages.
On the other hand, a disadvantage of these applications is that they depend on an internet connection, either over WiFi or with a mobile data plan.
Therefore, it is crucial to know your audience well. This knowledge will help you to determine which is or which are the most suitable communication channels to reach you.
With that in mind, you can use messaging apps to:
- give more information about your products;
- receive orders for orders; and
- send newsletters and updates, as well as those mentioned in the SMS section.
6. Push notifications
Push notifications are short messages and need the user’s permission to receive them.
The most common cases are those sent by applications on the smartphone and by websites in the web browser.
As it is a warning, it is very likely that the user will see your message or, at least, a part of it.
However, he decides when (and if) he will interact with that notification, opening his application or website to see more information.
It is a way of showing respect for the client’s decision and reaching qualified people.
Since they have authorized you to receive messages from your company, chances are they are really interested in what you have to say.
It is possible to work with push notifications at all stages of the sales funnel, but those used in browsers are particularly suitable for potential customers, still in the discovery phase.
You can set up an alert to ask a visitor reading a company blog post if they would like to receive notifications about new content.
Just a confirmation – you don’t need to ask for any contact details – and he will be able to see your messages.
As we said, you can choose from several communication channels to provide the best possible service to your customers and establish a closer relationship with them.
But, more important than determining which of these means your organization should focus on, is to be concerned with delivering a good experience to the consumer while he is in contact with your brand.
This will make all the difference, making your company stand out from your competitors and creating excellent conditions to truly delight customers.
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