Introduction

THE EVOLVING CUSTOMER COMMUNICATION LANDSCAPE

The customer communication landscape is changing. Read how to connect & reconnect with customers during COVID-19 & how to keep customers engaged

THE EVOLVING CUSTOMER COMMUNICATION LANDSCAPE

THE EVOLVING CUSTOMER COMMUNICATION LANDSCAPE

How The Customer Communication Landscape Is Changing

The world has changed and so has the customer communication landscape. The pandemic has heightened the need for more personalized customer experiences, as consumers are being forced to interact in a contactless, ever more digital environment.

We have selected three articles that discuss how to connect and reconnect with customers during COVID-19 and how to keep customers engaged with consistent communication. 

Elizabeth Stephen concludes with great advice on how to ensure effective customer communication during COVID-19.

We can help you engage today’s customers with authentic, relevant, and hyper-personalized digital communication 

How to reconnect with your customer in a world of COVID 19

Single customer view vs single profile view

Companies are slowly ‘picking up the pieces’ and getting back to business, following the initial pandemic outbreak. But it is not ‘business as usual’ - the crisis has changed the way many businesses operate. And many of these changes are set to shape the way in which they do business post COVID-19, especially how they engage with customers.

This article notes that the pandemic has afforded businesses with an ‘opportunity to strengthen their brand strategy and put customers at the heart of their business.’ It is clear that organizations must become more customer-centric and put their customers' needs first, in order to ensure effective engagement during and after COVID-19.

Read further for business survival guidelines during the global pandemic, including advice on how to ‘reset your customer-first agenda’, using KPMG's Six Pillars of Customer Experience Excellence (CEE). And discover ‘how you can prepare your customer and branding strategies for a post COVID-19 world.’

  • Publisher: KPMG
  • Access: Public
  • Download: None

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4 Keys to consistent communication that keeps customers engaged

Personalization icon

Customers receive different communications, sent from various departments within an organization and often via different channels. As a result, there is often inconsistency in the tone and branding of these messages, which negatively impacts the customer experience.

Organizations need to provide fracture-free customer communications to ensure a good customer experience. This article provides four tips to ‘keep your customer communication consistent so customers feel engaged, not disconnected.’ Read further for more information on these tips, namely:

  • Be authentic
  • Create guidelines
  • Make it easy to access
  • Review it regularly

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Redefining customer experience: Connecting in the time of COVID-19

Customer Centricity

Prior to COVID-19 “PwC research showed that 59% of global consumers surveyed felt companies had lost touch with the human element of customer experience, and 75%  of the customers surveyed preferred to interact with a human versus an automated machine”.  Today, COVID-19 has undoubtedly changed the way consumers expect companies to engage with them, with an even greater need for human connections.

There is an emotional connection in all relationships, including those that customers have with brands. And, as with any crisis, the pandemic has defined the strengths and weaknesses in these relationships. The ‘lockdown’ and the consequential shift to digital has altered the customer experience. Organizations are now, not only having to find ways to keep their business afloat, but also effective ways to engage stressed customers, who are craving more human interactions.

This article gives great advice on how to redefine the customer experience during COVID-19, namely: don’t let panic shake your customer focus; find ways to make digital more human and forge the future together. There is also access to a slideshare: “Six tips for making the digital customer experience more human in the time of COVID-19”.

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How to ensure effective customer communication during COVID-19

Through an extended period of stress, as we’ve experienced since the start of the pandemic, communication and service go hand in hand. Customers want relevant communication that is customized to their own circumstances and forms part of consistent and connected customer journeys.

Organizations that communicate most effectively during the crisis will be the ones that customers remain loyal to when the dust settles.  But, they also need to plan how they will do business post COVID-19, so maintaining regular communications with customers will be key.

Organizations can stay top of mind by informing customers of how their plans are adapting to changing circumstances, and how they’re assisting in the fight against COVID-19. This will help ensure their long-term survival.

Authentic, relevant, and hyper-personalized communication will be more important than ever. Customers will be looking for reassurance and organizations need to provide it.

Elizabeth

Elizabeth Stephen

Vice President, Relationship Management, Aspire CCS

Liz is part of the Aspire CCS team in the US. She has a true passion for helping organizations identify their customers' needs and consulting with them to help fill those needs. Liz has for the past 8 years focused on Customer Communications Management (CCM) and helping clients utilize digital communications to meet their CX goals.

She is a lead consultant, workshop facilitator, blogger, and frequent speaker.

Prior to Aspire, Liz was at Striata, helping customers move to paperless, and then at Doxim as part of the consulting team helping clients advance in their digital maturity and digital adoption.