Companies communicate with customers for a variety of reasons: to share news, to gather feedback, to remind them of important events and more. If that communication breaks down, or if it happens in a way customers don’t respond to, engagement will drop, and customers will likely go elsewhere.
Creating a communications system and cadence shouldn’t be based on what’s convenient for a business; instead, comms professionals need to learn what each customer prefers and adapt to their expectations. Below, 15 members of Forbes Communications Council share tips to help businesses discover how their customers prefer to hear from them and set up systems to meet their expectations.
Members pictured from left to right.
Photos courtesy of the individual members.1. Allow Customers To Set Preferences For Communication
Each customer is unique in how they want to receive information. Provide a platform that works for a variety of styles and preferences, whether that’s email, a monthly newsletter or chat. And remember, some people don’t want to receive proactive communication; instead, they want to go somewhere to get the information. Figure out the urgency level and type of information, and let the customer decide. Allow them to set preferences. - Michelle Bank, Nuspire
2. Leverage Social Tools To Garner Feedback
Leverage social tools that garner customer feedback, such as polls, questions, quizzes and more. These are invaluable mechanisms to understand how consumers are thinking about products and categories as well as their overall sentiment. A pro tip is to leverage influencers who have a deep connection to your target audience so that when they issue a poll or ask a question, the responses come from the right consumers. - Keith Bendes, Linqia
3. Mirror The Customer’s Communication Style
It can be helpful to consider the customer’s communication preferences when trying to better understand what they are saying. One valuable tip is to try to mirror the communication style of the customer. This means adapting your style to better match that of the customer in both verbal and nonverbal communication. This can help make the conversation more effective and improve understanding. - Tony Liau, Object First
4. Explore The Data
Data is one of the most undervalued tools at a marketer’s disposal. Explore what the data tells you about how customers interact with different types of content. Do videos outperform white papers? What types of emails have the highest open rates? Once armed with that data, brands can adapt how they engage with their audiences. - Margaret Franco, Finastra
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5. Observe Behavior Across All Touch Points
The term “listening” is often applied too narrowly. Overuse of elicited feedback (for example, surveys) is declining due to the limitations of self-reported data, the folly of interrupting a customer mid-journey and Heisenberg’s uncertainty principle being better understood. By contrast, we have found that proper behavioral observation across all touch points is a far superior source of genuine customer insight. - Aarron Spinley, Thunderhead
6. Create Meaningful, In-Context Communications
The art of customer communication is to meet them where they are. The science is to use data to identify where they are and then create meaningful, in-context communications that resonate with them the first time they see them. Simple, engaging content is much better than robust, comprehensive newsletters. - Jonathan Shroyer, Arise Gaming
7. Don’t Default To Tools That Work Better For You
Constantly gather customers’ preferences. It might feel like establishing preferred methods of communication is a “one-and-done” task, but giving your customers options in a regular cadence is a must. Too often, as companies grow, they default to communication tools that work better for them, rather than their customers. But remember—your customers are your lifeblood, so please always look after them first and foremost. - Patrick Ward, Rootstrap
8. Leverage AI Tools
Investing in AI tools can be a great place to start this journey. Today, natural language processing has evolved to such an extent that, regardless of the medium of communication (for example, WhatsApp, messaging, an app, email, a Web portal, social media or interactive voice response), AI can analyze data to determine individual preferences, conduct experiments and modify preferences in real time if required. - Mahesh Bellie, Indium Software
9. Watch For Trends In Feedback
Track customer feedback through surveys and other methods, and note any overlapping areas. If you begin to notice (and pay attention to) trends in feedback and responses from your customers, you can easily pinpoint areas of opportunity and put plans in place quickly. The more you hear certain feedback, the more relevant it is to your customer base, and therefore, it is vital that you listen. - Victoria Zelefsky, The Menkiti Group
10. Match The Communication Channel With The Intended Action
Engagement speaks volumes. What channels are driving the intended action? For example, a text is better for an immediate, low-effort action such as confirming an appointment. On the other hand, a text reminding you to schedule an appointment may be read, but the likelihood of your taking action will be low. It’s important to not only capture customers’ preferences but also to apply the proper use to each channel to provide the best possible experience. - Erica Morgenstern, Virgin Pulse
11. Don’t Ask Questions You Should Already Know The Answer To
Avoid asking your customers questions that you already have the data and information to answer. We have the technology to analyze customer behavior and recognize their preferences. So, study trends that you see from your customer base, and use those patterns to design and implement communications that they have an affinity for. Build feedback into your systems to recognize customer preferences. - Kristin Russel, symplr
12. Reach Out Quarterly To Show Clients You Value Them
As companies grow, client facetime with the CEO usually diminishes. Hold yourself accountable by reaching out quarterly to ask them what they like, what they don’t like and how you can continue earning their business. Through these regular touch points, clients will feel valued and provide an unvarnished perspective on what’s working within your business and what needs tweaking. - Melea McRae, Crux KC
13. Set Up An Online Subscription Center
A Web-hosted subscription center provides teams with a centralized hub to collect customer communications preferences. Build out selection buttons for each type of comms or category, and then use your CMS to take immediate action on any opt-outs or changes in content preference. Remember: A customer may only be interested in receiving one type of communication from your company—and that’s okay. - Merrily McGugan, WorkTango
14. Don’t Lose Sight Of Changing Consumption Habits
Let go of some of your expectations. If you’re convinced one particular channel or tactic is optimal, then you might miss out when the landscape shifts. Think about how your own consumption habits shift over time. When you have an open mindset and learn from your audience, you can see gaps in your current approach and how to potentially tweak your strategy to better reach and engage the right people. - Alyssa Kopelman, Healthline Media
15. Have Multiple Options, And Continue To Optimize
One size no longer fits all. Companies must have multiple, managed communication options that customers can engage with on their own time, and companies have to monitor and measure those options, and then optimize them based on customer engagement. - Deetricha Younger, Deetricha Younger, LLC
