Building Customer Loyalty? Effective Communication is the Key
One thing often neglected by business owners also proves to be the one thing that can make or break your customers’ loyalty – COMMUNICATION.
The good news is, in this digitized business environment, effective and timely communication is something you can easily take care of.
Here are a few ways you can promote effective communication across the different digital marketing and distribution channels you use.
Make your voice consistent.
Every brand has a voice.
If your audience includes younger people who are deep into trends, you don’t use a scholarly tone – you try to keep up with their lingo and apply it to your content.
If you’re going after a serious finance-centric crowd, you make sure you keep your tone professional and use the right terminologies.
Your brand’s voice shows people how authentic you are as a brand.
The fact that 57% of consumers think that less than half of the brands they are familiar with does not produce authentic-sounding content opens up a lot of opportunities for you. You can probably imagine what happens if you’re part of the authentic bunch.
Speak your target audience’s language not only in your own website, but in social media marketing channels, emails, and other similar platforms as well. Keep it consistent to solidify your overall brand personality.
Monitor comments closely.
I’ve got to admit, I can’t blame business owners who cringe at the thought of looking at user and customer comments, simply because it’s so easy for a business’s reputation to get ruined with a single negative feedback.
But just think about the possibilities.
When customers leave great feedback, the best thing you can do is show them that you appreciate their business.
Now, when people leave negative comments on your social media marketing channels and all other pages, just breathe in, breathe out, and reply gracefully. Thank them for giving you the opportunity to make things better. If their comment seems vague, ask them for specifics so that you can also create specific action plans to address their concerns.
Not only will this approach allow you to earn the respect of everyone who sees the exchange, it also opens up the possibility that a disgruntled customer realizes you deserve a second chance.
Responding in a timely manner earns you plus points because this means you are all ears to whatever consumers have to say, regardless if it’s a bad or good comment. 84% of consumers expect businesses to respond to them in 24 hours, but this may also depend on the platform you’re using. For example, Twitter users would rather have you respond to them in a day.
Use live chat.
You know what ticks a lot of customers off?
That’s a problem that live chat solves.
Before making a purchase, before you can get people to sign up for anything, and before you can convince people to side with you, they’ll have a lot of questions – lots of them.
Through live chat, potential and current customers can get answers in real-time. In fact, 79% of people say that they prefer live chat as a means to communicate with brands for this very reason.
Know where your audiences are.
Here’s one common mistake that some businesses commit – trying to balance a number of different platforms and channels all at once.
Yes, we understand that
you want to reach as many audiences as possible. However, if this distracts you from the task of providing timely communication with your audiences, then it defeats the purpose of even using these channels in the first place.
Do a thorough check on where most of your audiences are. If 90% of your customers are on Facebook, it wouldn’t make sense to pour time and effort into 5 other platforms where a few potential customers are, especially if you don’t have the manpower or budget to do it.
Communication has always been a challenge in a lot of industries, especially between brands and consumers. Aren’t you thankful you’re in an era where technology makes everything a lot easier for you? Take advantage of this fact and show customers that it’s not just profits you’re after, but real connections and relationships with them.