In our digital scan we introduced to determine how digitally mature your customer communications are, we also focus on multichannel communications. We ask questions such as ‘What channels do you use?’,’ What is the print/digital ratio within you organisation?’ and ‘Do you use responsive multichannel techniques?’. For example, when an email bounces, do you automatically send a print communication or do you ask for another email address?
If you haven’t had the opportunity to complete the scan, you can do so here. If you have and you come to realise now that you weren’t really able to adequately answer the questions above, take the time to read on. This week’s blog will help you take the next steps towards more digitally mature communications as we give you some pointers on how to better engage with your customers through multichannel communications.
Make life easy
Firstly, it’s important to get to know your individual customers, what they want and need from your brand. This allows you to design the customer journey accordingly, and when you do so, build it from the inside out as the customer doesn’t always know what exactly it is, you do. Secondly, the concept of multichannel communications isn’t about the freedom to mix it up and do one thing via email and another via print. The customer has to experience the same look and feel and tone of voice in every communication, no matter via what channel it has been pushed. Consistency across all channels is key.
Thirdly: make it personal! The customer has to feel special, as if all your efforts are especially made for him or her. Give your customers the information that makes their life easier, anticipate their needs and show that you are willing to engage on their individual terms. And don’t forget that your customers are people who are prone to change. What they like one day, they might dismiss the next. So make sure you maintain insights in their preferences as time goes by.
Don’t lose track
Multichannel communications are necessary to boost customer engagement and meet customer preferences, but by incorporating multiple channels into your communication strategy and thus increasing the dataflow, it’s easy to lose track of what’s going on. That’s why it’s important you use a customer communication management tool or multichannel marketing hub that allows you to keep a 360° overview at all times of all channels and communications. These insights into how your customers behave across channels will help you to reach the right customer, at the right time, with the right message via the right channel.
Also, this tool will help you determine where your individual customers are situated in their customer journey. With each step the customer takes in his customer journey, as he goes from touchpoint to touchpoint, he expects that communications will reach him via his preferred channels. When you have a 360° overview of your customers and communications, you can make sure you fulfil these needs at every turn. Eventually, you will be able to finetune their relationship with your brand to further improve the customer experience, individualise customer communications and boost customer loyalty. Achieving a 360° view of your customers is done by gathering and monitoring all data about your individual customers in one location, from contact information, to data concerning past and present buying behaviour, social media activities etc.
If you are eager to learn more about multichannel communications and customer engagement, check out our blogs ‘3 Ways to Approach Multichannel Customer Communication’, ‘What is the difference between cross-channel & multichannel communications?’ and ‘Why does Customer Experience matter?’.