A Marketer's Guide to Customer Communication Management.

June 13, 2024 | By: Guest Author
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A Marketer's Guide to Successful Customer Communication Management

Marketers have long known that communication is the key to a great customer experience. So, it’s good news that there are now more ways than ever for you to contact your customers, right? You can send customers an email, text them, send messages, or post on Facebook, Instagram, X, or TikTok. You might even talk to them.

The problem is that this can be a nightmare to coordinate, especially if you want to ensure that every interaction you have is consistent, meaningful, and helpful. Nowadays, that’s more important than ever; customers want to choose their platform and expect a personalized, customized experience.

That’s where Customer Communication Management (CCM) comes in. In this article, we’ll look at what CCM is, what the benefits are to you as a business, and go through some ways you can improve your business’s CRM strategy.

What is Customer Communication Management?

Communication apps on iphone

In simple terms, CCM is about how you talk to your customers. It’s the tools and strategies you employ to manage and organize the many, many different ways businesses communicate with your customers.

From emails to SMS messages, from social media to calls, it’s all about ensuring your communication remains clear, consistent, and seamless between platforms, providing customers with the information they want when they need it, solving their problems, and providing a level of service that will build relationships and loyalty to you.

The main components of CCM include all the communication platforms listed above, customer service portals, B2B e-commerce platforms, and tools to help you organize and link all the different communication streams. Unlike traditional approaches, which tend to treat each channel separately, leading to a disjointed journey for the customer, CCM integrates everything, so each touchpoint continues from the last.

Key Benefits of Customer Communication Management

Of course, improving communication with your customers is worth doing for its own sake. Everyone wants happy customers. However, there are some tangible benefits you can quickly see (and measure) when you start improving your CCM.

Profit margin line graph

Enhance Customer Engagement

By ensuring your messages are relevant, personalized, and timely, you can ensure that your customers stay engaged with you throughout the process. From a customer’s perspective, there is little more frustrating than feeling like you’re back to square one whenever you have to contact a business. You don’t want to receive information over and over again, and you certainly don’t want to have to repeat yourself at every touchpoint.

Additionally, a seamless and tailored customer experience (CX) plays a vital role in this engagement. CX is at the core of CCM, as it ensures that customers receive the information they want when they need it, solving their problems and providing a level of service that will build relationships and loyalty to you.

Boost Conversion Rates

CCM has a direct impact on sales and conversion rates. By delivering targeted, customized messages via email or personalized SMS marketing, you can more effectively address the needs and interests of your customers.

It makes sense that this will improve your conversion rates – if you only show your customers what they want and only tell information that’s relevant to them specifically then of course they’ll be more likely to buy from you.

Streamline Your Marketing Efforts

If you don’t target your communications, you have to put as much information across to as many people as possible and hope that your customers will filter out the relevant information.

In the old days, this was how marketing used to work. You have a new product out, and you want your customers to know. You’d put up a billboard or get an ad on TV, knowing that only a fraction of the people who saw it would be interested in what you were offering.

If you know that only 10% of people are potential customers, that means 90% of your marketing spend is wasted. That’s a pretty poor ROI and a lot of wasted time for you and your team.

To make matters worse, if you don’t have a comprehensive strategy, this loss is repeated at every touchpoint; every time you start a new conversation with your customers you have to spend more time figuring out where you were.

A CCM strategy cuts out all that extra effort so you can deliver an efficient communication strategy that is consistent and relevant across all your platforms, saving you time and effort.

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Improve Customer Loyalty and Retention

By ensuring you deliver the most relevant information to your customers you can make sure they feel heard and understood. That means they’ll be more open to hearing from you in the future, more likely to give open and honest feedback, and more likely to return to you again.

Similarly, a great CCM strategy can help ensure you only put out the best, most exciting content. Whether drafting the perfect email or brushing up with some blog writing tips, producing quality, engaging content will keep your customers returning to you for more.

How to Improve Your Customer Communication Management

As you can tell, there are some serious upsides to having a CCM strategy. Now, let’s look at some practical solutions that will help you get started on implementing your own CCM.

If you're new to CCM or need guidance on where to begin, consider using a step-by-step guide. A step-by-step guide can provide you with a structured approach to implementing effective customer communication management practices.

Use Multi-Channel Communication

Embracing an omnichannel approach is critical for customers today. Customers can be contacted through a seemingly endless number of platforms, and many of your customers will choose to use several different platforms on their journey with you. However, they also want a smooth, seamless journey with you as a company. That means each touchpoint picks up from where the last one finished.

For example, a customer could use your chatbot to alert you to a problem, receive an email saying they’re scheduled for a callback, and then receive a text to remind them and confirm on the day.

Additionally, incorporating push notifications into your mobile app strategy can further enhance your customer communication, providing real-time updates and alerts to keep your customers engaged.

Finally, when a member of your customer service team gets in touch, they’ll be using virtual contact center solutions, so they have all the details of their journey with you at their fingertips to start solving the problem immediately. In short, it’s all about putting the customer at the center of your communications strategy, not just an afterthought.

Omnichannel Marketing wheel

Personalize Your Messages

Personalization is critical to effective customer communication. Not every customer will want everything you offer, and if you want to capture their attention, tailoring messages to individual preferences and behaviors is the way to go. It creates a more relevant and engaging, experience for the customer.

The trick here is to leverage the data you collect from your CRM. With the data you collect and some clever analytics, you can segment your customer base, so people only see what they want. Going further, you can even collect information about when and how to target customers. For example, finding out when a customer has opened emails can help make sure your message is perfectly timed and tailored to their individual needs.

Leverage Technology and Automation

If this all sounds a little daunting, then take heart. Developing a CCM can be complicated, but you don’t have to go it alone. Many software solutions can help you enhance your customer’s experience.

Utilizing tools such as CRM platforms to help organize and gather data, and customer service and AI go hand in hand, as it can help with data analysis so you can make the most of the information. Similarly, automation can save you time and energy, as well as ensuring you have consistent communication with your audience.

Regularly Analyze and Adapt Strategies

Once you have a CCM plan up and running, make sure you come back to it and regularly analyze how effective your strategy is. Markets change, your products change, and customers change. Don’t rest on your laurels; there’s always room for improvement!

Remember to include everyone in the strategy, too. What works for sales might not work for support. Even production and service teams are affected by your CCM. For example, you could be pushing products beyond production capacity. Set up an enterprise collaboration system to find out how your CCM is affecting the whole company.

Train Your Team Effectively

Finally, make sure your team is kept up-to-date and fully trained. Without them being on board, your strategy is going to struggle. Having an effective CCM is about taking a more holistic approach to your communications, and your team is a fundamental part of that.

If you implement new technologies, make sure they know how to use them. Equally important, though, is to tell them why you are making changes. If they understand the rationale behind what you’re doing, they’re far more likely to be on board. This also helps build unity between teams so you can align sales and support. Remember, it’s all about a unified response, so everyone needs to be involved.

Business meeting around a conference table with presenter at the whiteboard

The Bottom Line

With so many ways to communicate your message to customers, it can be challenging to stay on top of everything to ensure consistency across all platforms. That’s why a clear customer communications strategy is so critical.

However, with some time and effort, you can deliver consistently fantastic marketing to your customers when they want it. Ultimately, it will make your life easier and drive engagement. That means a better ROI and a better bottom line for your business.

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