5 Best Practices for Adding Customer Communication Channels
Sophisticated marketers are adept at using multiple channels to reach customers with personalized messages. It's practically second nature for us to consider how best to communicate with our customers. But how often do we stop and ask, "How do my customers want to communicate with my brand?"
The answer is critical. Nothing short of your brand loyalty could be at risk. This claim may seem exaggerated, but a new study from inContact and Harris Interactive, conducted among 2,191 U.S. adults aged 18 year or older, presents a compelling case.
First, the study found that 56 percent of all U.S. adults are willing to consider switching brands based on customer service options. That's right, half of your customers may change brands if they're not happy with how they can contact you. Furthermore, customers between the ages of 18 and 44 are even more likely to move on. Sixty-four percent of this age group said they'd consider a switch.
If that's not compelling enough, consider this: 63 percent of U.S. adults indicated that brands that don't offer options for communication other than the 1-800 number seem outdated.
Since when was being outdated a preferred brand attribute? Today, offering a variety of communication channels in addition to a 1-800 number isn't a nice to have, it's a must.
In addition, 86 percent of U.S. adults expect brands to offer flexible timing and multiple options to interact with customer service. Flexible and multiple customer service options should be a given. Customers expect service to be designed to meet their needs. After all, it is customer service!
Get involved in the adoption of new customer service channels
Limited customer service options may motivate your customers to switch brands. Once customers switch, it's tough to win them back. So, cultivate that customer loyalty you worked so hard to build. Get involved in the adoption of new customer service channels.