Divide and create confusion

71% of consumers want their experience to be consistent across all channels, but only 29% of them say they achieve this (Forbes). A lot of companies communicate with customers from different angles, through various apps, with communications using different templates and taking different forms. This way of working makes it nearly impossible to have a consistent tone of voice. An inconsistent experience makes customers feel as though they're communicating with different companies if they receive a communication from, for instance, the sales department and another from customer service. This makes it hard to create a long-term, emotional relationship between your brand and your customers.

Interaction but no action

Every time you communicate with a customer should be a moment the customer can use to effortlessly interact with your company. This creates a meaningful dialogue, which helps create a good customer relationship. All too often, communication is one-sided. Not allowing customers to sign documents digitally even when it's perfectly possible to do so makes things feel slow and cumbersome for modern consumers. Offering templates that customers can fill in with their details when filing an insurance claim, for example, shows how dynamic their insurance company is. Imagine a table tennis match. That's how quickly information and communication should move. Not taking part in that game means missing out on touchpoints, and customers might back out. Not interacting enough, and having too many steps in your processes, is a disaster for your communications and customer experience flow.