Commentary

Out With The Old, In With The New

Here are five communication strategies BtoC companies should leave behind as they ring in the new year and which to adopt for a more relevant and rewarding 2011:

1. One-Way Alerts: These provide no method for customers to easily respond to organizations' communications.

Instead... Communication is a Two-Way Street: Offer customers easy and convenient ways to respond to proactive communications through a variety of channels

2. My Way or the Highway Mentality: Stop communicating with no consideration for consumers' preferred communications channels.

Instead... Knowledge is Power: Consumers want control. Communication preferences put consumers in the driver's seat to determine the types of communications and the ways in which they receive important account information.

3. Lack of Intelligence: Siloed communications make it difficult to listen, learn and adapt from previous customer interactions.

Instead... Gain Insight: Regardless of the communications channel or line of business, organizations are now able to streamline intelligence observed from previous customer interactions for more relevant and effective communications strategies.

4. Write This Down: Don't make it difficult for consumers to remember important account information provided over the phone.

Instead... Seeing is Believing: Text messaging is a powerful confirmation tool in a customer communications strategy. Offer customers a text confirming details communicated in a phone call and reduce unnecessary inbound calls.

5. Read the Fine Print: Relying on customers to read the fine print and monitor their accounts is no longer enough. Regulators now require companies to add additional customer touch points to communicate transactional details about accounts and gain their consent for future communications and in many cases, future billings. The proposed Bill Shock Rules for Wireless Providers, EU Roaming Regulations and the Federal Ruling on Debit Card Overdraft Enrollment Fees are just a few examples.

Instead... Proactive Customer Communications: Companies should be more transparent in their customer communications by providing timely, relevant and actionable information and ultimately empowers customers to make informed decisions that suit their interests and personal lifestyles.

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1 comment about "Out With The Old, In With The New ".
  1. Melissa Lande from lande communications , December 30, 2010 at 10:36 a.m.

    But first let's fix the old? Everyone is inundated with information. If you have some, keep it short and make sure it's important. Actionable information-- that phrase means nothing to the customer.Your customer must be a VIP, but not in name only, REALLY. Prove it. All year. Make sure your customer support reaches a human being by phone. Insurance companies, banks, credit card companies, and US Airways-- a lot of improvement needed. And with all the technology, personalizing an acknowledgment of the need for customer service is possible so why isn't anyone doing it? When voice recognition messages start all hell will break loose until the kinks are ironed out. www.landepr.com