Are Expanding Communication Channels Backfiring for Businesses?
This is quite the time for marketers. The mobile and social media revolution is bringing more consumers online, causing email, text messaging, Facebook and Twitter to displace traditional communication methods. The result is a rich playground for reaching consumers in new, powerful ways seemingly unimaginable just a few years ago.
Yet most businesses aren’t taking full advantage of the opportunities this shifting communications paradigm presents. Instead, they're firing on all cylinders, blasting messages, account updates and notifications via almost any channel imaginable. While this may make sense on the surface, it’s actually backfiring. Consumers are feeling inundated, trapped and, quite frankly, ticked off.
It's about quality communications, not quantity. Even one extra message can be viewed as spam, turning the most loyal customer away. Businesses must deliver the right message via the right channel at the right time. Anything less, or in this case more, will only lead to a long, unforgiving road of customer dissatisfaction and lost sales opportunities.
Finding that balance between frequency and message reach is no easy task. Yet there are several strategies available to help you get on the right track. Consider the following four tips:
1. Collaborate. You’d be shocked at how little visibility business departments and functional units share with other areas of their business. Marketing departments often send similar types of communications via the same channel as customer care departments, effectively cluttering customers’ email inboxes. Chances are also high that any intelligence into a customer’s communication behavior isn’t shared across units. This leads to the damaging perception of an uncoordinated organization that frankly doesn’t care.
Every part of a company needs to be on the same page. The burden of responsibility falls on marketers — those who have the most to lose, specifically lost revenue, if it’s not done well. A coordinated communications strategy across functional and business units with shared intelligence on every customer is a must. Thresholds and rules pertaining to the types, forms and frequency of communications should play a vital part of a more consistent, coordinated effort.