Importance of Regular Communication with Customers

by | Apr 3, 2017 | Customer Service | 0 comments

“Good and honest heart felt communication is the key to a good strong relationship” – Picture Quote

In any sphere of life, communication is extremely important and critical. Depending on the kind of communication, relationships are made or broken. In the world of business, regular communication with customers is of utmost importance when trying to build bonds and relationships with customers. In the highly competitive world of business, these relationships with customers would be of utmost importance to turn customers into loyal brand ambassadors. Through regular communication with customers, a company is able to gain a better understanding of them, display its commitment, share knowledge, and overall make customers feel valued and important.

There are definite benefits of regular communication with customers. The business ‘market’ today is extremely volatile, and only those companies will survive that learn to adapt swiftly to changes. Customers tend to stay with companies that seem resilient, tenacious, and confident even in the face of problems – these qualities build trust in the mind of customers. The easier a company makes it for customers to ‘wade’ through changes, the more likely it would be for customers to stay with the company. Through regular communication with customers even during times of strife and duress, a company would be able to keep customers at ease and prove to be an indispensable ‘partner’ even in good times.

A company that makes the effort of regular communication with customers will be rewarded by return open communication by customers. Every customer can prove to be a rich source of information and ideas, if only companies provide them with the channels and means to do so. Happy customers are more likely to express their views and ideas on the company’s offerings, and would be more likely to make the effort of providing suggestions for improvements. Feedback from customers proves to be indispensable for companies – it enables the companies to improve and customize their offerings and service to best suit customers. Through regular communication with customers, a company would be able to convey to customers that their feedback is valued, and that the company would act on it in order to make things better and simpler for the customers on a consistent basis.

Regular communication with customers helps companies to tailor services, improve offerings, and provide top class customer service. Constant interaction with customers will tell a company exactly what customers need and expect, and how best the company would be able to treat customers as individuals and focus on their needs in the same manner. Businesses today must listen to customers if they hope to succeed. A large part of customer service involves listening and ensuring regular communication with customers.

Through regular communication with customers, a company would be able to manage its reputation and mitigate any negativity. Customers feel valued when a company pays attention to them via regular communication – it is a company’s way of adding a personal touch to the association and is an extremely important part of serving customers. When customers feel good about associating with a company, they would be more amenable to providing referrals and recommendations – and today word of mouth recommendations from existing customers is possibly the most potent and most powerful form of advertising. Even the best written websites, marketing materials, and flashy promotions cannot have the kind of positive effect on a company’s success and reputation as the words and referrals of existing happy customers of a company.

A big part of regular communication with customers is ensuring that those who need to interact with customers on a regular basis should be trained and coached constantly on the most appropriate ways to communicate with customers. When customer-facing employees can speak and communicate well, they exude confidence, honesty, and dependability. They would be able to convey exactly what the customer would want to hear and would be able to understand what customers say. We know that customers do not have much patience, and hate to repeat information or speak with company representatives who seem ill-informed, disinterested, and shoddy in their mannerisms. If there is to be regular communication with customers, a company must ensure that it is top class and effective.

While today customers may be in control of business associations, regular and proactive communication with them by companies would show their commitment to satisfying and making customers happy. When companies use proactive and regular communication with customers, it shows a sense of honesty and transparency in their dealings, especially if the company may have made an error. By informing customers well in advance, and apologizing for any inconvenience, a company becomes a favoured ‘partner’ for customers of all kinds. Every company would make mistakes – the ability to make amends swiftly and reduce the inconvenience for customers is what matters. Open, honest, proactive communication drives a trusting relationship between companies and customers.  If customers trust a company then they will continually reward it with their business – even if the company does make some mistakes. In fact, customers would be willing to help companies tide over problems, especially when a company deals effectively with adversity.

When a company takes the initiative of regular communication with customers, it empowers itself to mould the conversation and association in its favour. This is a much more advantageous position to be in, as it allows a company to control how customers perceive its offerings, service, and culture. Regular communication with customers is a great way for a company to maximize productivity and proactivity within the company. By communicating regularly and proactively, everyone in the company becomes experienced and habituated to responding to customers even before they ask for help. The company would experience a lowered number of incoming calls for support and complaints, and over time is a great way to engage and form connections with customers.

Companies that maintain regular communication with customers, are able to cultivate a loyal, engaged and enthusiastic band of customers, which in turn places the company in an optimal position to receive more business and repeat subscriptions. When customers see the company’s interest and commitment to open communication, they would be encouraged to speak openly with the company about any problems or issues they may have. This is diametrically opposite to companies that refuse to communicate – customers then vent their problems on open and highly visible online platforms.

From the standpoint of competition, having regular communication with customers is good business sense. It allows a company remain in the forefront and in the mind of customers at all times – in the crowded business marketplace today, it is essential for companies to stand out and appear differentiated. It is crucial to outdo and outrun competitors today, and remain in the ‘lead’ or face the very real threat of oblivion. With so many companies vying for the attention of the same customers, regular communication with customers becomes the ‘secret ingredient’ and most potent tool to forge ahead of the competition. Regular communication with customers is added value for their money and time – customers love companies that give them more with lesser investment of resources. Customers begin to feel close and ‘at home’ with such companies, and would be more likely to continue business with them, recommending these companies to every one they know. Do you have a plan for regular communication with customers?

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