Are Expanding Communication Channels Backfiring for Businesses?
2. Ask for preferences, don’t guess. Consumer preferences lie at the backbone of the most successful communication campaigns. By asking, understanding and acting on how a consumer prefers to receive information, higher response rates and action will follow.
Each consumer possesses preferences for what they like and don’t like, often varying between channels or situations. Treat each consumer uniquely, investing in a centralized system for gathering both stated and observed preferences as well as integrating analytics, reporting and decision-making capabilities to determine how and how often consumers should receive communications.
Remember, a consumer's preferences will vary by application. For example, a consumer may want to receive immediate text notifications as soon as their favorite products go on sale or at the end of the day for other types of products, but they want to receive email messages about less time sensitive and imperative information. You must continue to monitor and modify these preferences as they can change overnight.
3. Transform your contact center to a two-way street. Marketers have an unprecedented opportunity to lead a positive cultural shift as the mobile phone has become the primary mechanism for communicating information and interacting with consumers. This provides an opportunity to transform the traditional contact center to an interaction center.
Historically, most businesses have operated their contact centers under the “inbound phone fallacy,” focusing mostly on managing and answering incoming consumer questions with little regard for outbound communications. However, as we've learned, success requires the right blend of proactive and reactive communication, especially as it relates to marketing and customer care applications.
Transform your contact center into an interaction center, mixing inbound and outbound communications through expanded channel options. For example, try sending text message alerts that provide recipients the flexibility to respond via text message, a website with an embedded URL or an 800 number to speak with a live agent. It’s this type of cross-channel blending approach that makes consumers feel valued and therefore more ready and willing to do business with you.