outbound communication

Just how digital and interactive are your customer communications?

8 April 2020


Digitization isn't an event - it's a mindset, an ongoing process. Today's operational aspects continue to tick over, while tomorrow's new challenges are rushing towards us. Where are you positioned when it comes to digitization? Are you digitally strong and streets ahead of the competition? How digital and interactive are your customer communications? Take our test! We're sure to be able to give you a few tips. If you find yourself nodding as you read this blog, then you still have work to do.

In many organizations, the customer experience is still inconsistent. However, there are signs that people are working hard to improve on this this year. Most companies want to work towards improving engagement and performance when it comes to customer experience (Gartner).

Efficient, clear, personalized and omnichannel communication with customers is a success factor if you're aiming to provide outstanding customer experience. Which documents and which channels do you use to interact with your customers - and when? Is everything done in real time, the way today's consumers expect? Is everything coordinated to ensure a coherent image is portrayed? Managing outbound communication is hugely challenging.

Divide and delay

Forrester investigated how long it takes to make changes to a letter in a credit card company if 3 different teams are involved. The result: 162 days. These cumbersome company processes aren't acceptable in an agile world that’s changing all the time.

And yet this is the reality all too often. Communication is complex, and a lot of departments within an organization are involved. Different stakeholders are in charge of different parts. Just think about the input needed for text content, layout, and how everything is put together.

Traditional organisations that still think in silos are often slow to respond. Lack of consultation and miscommunication also cause friction between teams. Some changes have to be cross-approved, and inevitably have an impact on how other departments work. This means communication can't flow smoothly.


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.

Sound uncomfortably familiar?

Take our test by answering a few questions to find out your customer communications maturity level.

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