Communicating the Single Customer View
Successful Communication is only achievable through a well-managed deliberate process. Organisations may have data that allows them a Single Customer View of their activities. But how do you ensure that all of your data-driven customer communication that originates from each area of the business remains relevant and on Brand?
All organisations struggle to keep on brand across a multitude of communication platforms. The operational department often needs to make compromises. And employees will not always communicate the business following brand guidelines. Damage limitation is key to this process. And finding a way to improve the way your brand is communicated that is manageable, flexible, simply updated and scalable is every business’ Nirvana!
We all know that to convert a new consumer customer can take an average of approximately 8 touch points before the enquiry. Converting that lead into a customer and then retaining that customer also needs a clearly defined brand focussed communication plan.
Winning the business only the start. All new clients go through an onboarding process, the more complicated the service the more critical that process is. To ensure that your clients see this ‘honeymoon’ process as well-managed and slick, communicated professionally, they will further endorse and congratulate their own decision to choose you, making onward recommendations of your brand more favourable.
Introduce all new products or services properly to the new subscriber, making them feel satisfied with their choice. To ‘Under Promise and Over Deliver’ is always the way to make your brand shine out. Promising what you can’t deliver will burn the bridge of you new relationship immediately. And will undoing all that hard work in marketing and sales to win it in the first place.
These forgotten but vital communications during the customer journey. They can enhance – or damage – your brand affecting the longevity of your customer life.
Poor presentation across operational departments can damage the brand. Accounts/Operations/presenting a different message to Sales and Marketing. Keeping these messages On Brand across all of your data-driven communications very often requires a service provider that is responsible for it.
Modern customers want a business that is above reproach, transparent and focussed on their personal needs. You should see customers as both unique and on trend. Your business needs to be aware that to win and retain their loyalty it is the business that must demonstrate, through their brand and communication, your brand’s loyalty to them.
What is your brand doing for your customer? How do you keep that message communicated at every touch point? And allow for two-way communication, feedback loops via data centres that allow your clients to interact and improve their own experience. As well as providing you with invaluable business intelligence data. To ensure that data-driven customer communication is structured, consistent and driven by the vision of your organisation rather than for it to be diluted across departments your business needs complete a review of your communication platforms with a view to aligning them all to the central goals of the business.
From our experience working with many clients, this can be a challenging but hugely beneficial process. Streamlining communication and safeguarding your brand, keeping it on message through an experienced communication management company will reduce your work and improve your results.