How do you communicate with your customers when they’re facing uncertainty? How do you move beyond basic customer transactions and create memorable, human moments? Is there even a word for it? There is. It’s empathy.
In times of decreased demand and financial instability delivering great customer experiences is critical.
Will the last person who sends email blasts, please turn the lights out?
The goals and priorities of customers have undergone massive shifts and effective communication begins with understanding that. A role or fact-based logs of buyer information will no longer suffice. Qualitative buyer research and insights gleaned from it are essential to get in alignment with customers.
Understanding the context and situation in which their goals play out is important to become journey orchestrators. The traditional seller-interaction has to change as an increasing number of customers are looking for active seller-interventions to help them out.
Customers are looking for brands that will help them achieve problem-associated goals.
How do you communicate with clarity, purpose and empathy when everything is up in the air?
Here’s how to communicate with clarity and purpose
Address specific customer needs
As COVID-19 restrictions ramp down, this period of change requires a focused approach. Even the most optimistic of us would agree that it is highly unlikely that things would snapback to normal within the next few months. Choose specific high-value customers and identify the specific challenges they face (increased digital transformation costs, competitive threats etc.) and address them in your communication.
Communicate clearly how your business would help customers achieve problem-associated goals.
Manage expectations through consistent communication
It is important to keep your audience and customers posted on work hours, workforce availability and company updates. Being transparent with your customers makes them feel included and more valued, which results in customer satisfaction and loyalty. Follow a predictable cadence. Take time-zones into consideration.
Listen to your Audience
Listening to the issues of your customers is just as important as keeping them updated. Have an active presence in online customer communities. Build well-moderated discussion threads which are easily accessible and help customers to interact with each other to solve queries.
Create a central hub
Integrating your CRM with communication channels like emails, phone calls, social media, etc. helps your team leverage customer data effectively. The CRMs accumulate these data points and turn them into highly reliable insight. This allows you to track customer behavior and forecast new trends and adjust as per customer needs.
Lean on your CRM to gain valuable insights
Today, 39% of customers are willing to switch brands when their level of expected personalization is not met.
CRMs are more than just centralized databases. They are shaping up into effective tools for analyzing customer data and segmenting it to personalize communication. This helps businesses to realize what customers want and establish personal connections with expanded bandwidths. CRMs also help your team maximize the utilization of customer data and step up the level of personalization.
Close the gap between your customers and technology with our expertise
As you proceed, we are standing by to help. We have the right accelerators in place- clean codes, integration expertise, extensive experience across all of ’s products and experienced guides who’ll help you take the next steps and beyond.
Our certified team can help you:
- Clean up and standardize your existing / campaigns.
- Create customized SFMC email templates.
- Build custom reports and dashboards to measure clear ROI.
- Perform current instance analysis and optimization.
- Build custom integrations to power your campaigns.
No sales pitches. No fine print. Schedule a call today.