How to make customer communication for the target group of your company successful
Customer dialogue under the sign of Facebook, WhatsApp & Co.
Customer communication and service have changed dramatically in the wake of new communication channels such as WhatsApp or Facebook Messenger. Customer dialogue has become more personal, more direct and, above all, faster – a change that companies should respond to accordingly in order to strengthen customer relationships and address their target group in the best possible way. Although there is not one single guideline for successful customer communication, there are a few tips that every company should consider in order to secure the trust of its customers in the future.
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How the right customer communication improves customer loyalty
The right communication with the customer has a decisive influence on the relationship between a company and its customers or consumers. The customer dialogue is becoming increasingly personal. This change means that customer loyalty also depends to a large extent on the right communication and, above all, the right communication channel. Customer dialog and customer service have long since moved away from exclusively telephone consultation – and thus higher contact hurdles – to other service channels. In order to ensure successful communication with the customer, the customer should be picked up directly where he is anyway due to his user behavior. In concrete terms, this means that the conversation with the customer is faster, more mobile and, above all, at eye level. The individual approach to the target group is particularly decisive for customer satisfaction. For example, if a company has an extensive online presence and handles all services digitally, it should also give its customers the opportunity to use messenger services to make contact and clarify service issues as quickly as possible, and not limit itself exclusively to telephone service or e-mail contact.
More than just a trend: Modern customer communication via chatbots, Facebook Messenger & Co.
Messenger services like WhatsApp or Facebook Messenger have made communication faster and faster. This development also has an impact on customer communication. Customers expect their concerns to be answered immediately. Modern customer communication thrives on interaction and reaction in real time and at the same time faces the challenge of processing more and more requests in ever shorter time. In connection with this, professional customer communication is also increasingly concerned with the automation of customer contact via chat offers. This is part of the process of correctly using new communication channels in the company and especially in the service center and developing appropriate strategies. For this reason, it is important to create appropriate guidelines for all employees in order to address the target group appropriately via Facebook Messenger or WhatsApp, so that the customer dialogue can be both professional and as personal as possible.
Kommunikation über Social Media
Many companies have already recognized the potential of communicating with customers via social media and have expanded their communication channels accordingly. Customer service and communication via messenger services such as WhatsApp or Facebook Messenger have long since become commonplace. This change is an advantage for customer communication, but it also presents some challenges. Companies should know their target group precisely in order to be able to use the individual characteristics of the communication channels correctly and offer their customers a professional service. In order not to endanger trust on the customer side, companies should, when using WhatsApp or Facebook in customer communications, pay particular attention to complying with all regulations regarding data privacy and customer privacy and also communicate this transparently to the user.
WhatsApp for customer communication
WhatsApp is one of the most widely used communication tools in the daily environment of most customers. Therefore, communication via WhatsApp offers companies the opportunity to pick up their target group exactly where they are already on the road. This significantly lowers the inhibition threshold to contact them in case of questions or complaints. As a result, WhatsApp communications have been proven to improve the customer experience by making it easier for companies to get in touch with their customers and at the same time increase customer loyalty.
Communication in the Facebook Messenger Chat
When looking for a service or a product, the majority of consumers now also look for information at Facebook. The majority of companies are taking advantage of this potential and have expanded their corporate presence to include social media. Since many customers have a Facebook app on their mobile phone and communicate and obtain information predominantly on the move, it is obvious that the interaction with the customer should also take place via Facebook Messenger. By adding this channel to customer communication, the step to contact the customer is becoming increasingly easier. This increases the quality of customer service and can improve customer satisfaction, as users get the feeling that their concerns are being taken seriously by communicating in real time. Not only does this make it easier for companies to communicate with their target group, but at the same time, messenger channels are also very well suited for placing marketing measures tailored to the target group.
However, customer communication via Facebook also offers a special challenge and requires clearly defined processes and structures in the company. As a rule, the administration of the Facebook presence is the responsibility of the Social Media Team. If customers make enquiries via Facebook, these enquiries are then also received by these employees. In most cases, these employees are not able to answer the questions, but have to forward the customer call to the service center. Nevertheless, in order to ensure professional customer communication, potential for automation should be used here, e.g. by using chat offers or a live chat system.
Successful communication with your customers: 5 tips
Satisfied customers are not only achieved by a good product or a good service, but above all by good customer care. It is Therefore, it is important to give enough importance to customer communication to ensure customer loyalty and above all customer loyalty. These five tips alone are enough to improve customer communication in the long term:
- Select & use relevant communication channels
Many channels used for customer service have long since ceased to be effective. In order to improve their customer communication, companies should therefore first know exactly who their target group is and then select the appropriate communication channels. For example, if customers mainly seek dialogue via e-mail and do not use the telephone numbers offered, it can be worthwhile at this point to expand the customer dialogue to include messenger services.
- Addressing the target group
The Facebook Messenger or WhatsApp offering for customer communication is not effective if the channels are not used properly. Addressing the target group in the right way is a basic prerequisite for strengthening customer loyalty and a positive customer experience. Messengers are usually used for short and less formal communication. At the same time, various media are used such as photos, videos or even voice messages. The respective characteristics of the different communication channels should be taken into account. In concrete terms, this means that if contact is offered via WhatsApp, too formal a form of expression is out of place and is more likely to irritate the customer. The same applies to a too casual approach. Here, companies are faced with the challenge of tailoring communication to their target group while at the same time ensuring professional customer communication. At this point, it is therefore advisable to provide service center employees with direct customer contact with a guideline for customer communication.
- Using potential for automation
To ensure that customer inquiries are answered as quickly as possible, companies should identify and use automation potential, especially if they use different communication channels. The use of chatbots – regardless of whether they are fully or partially automated – can significantly simplify customer communication. For example, by using a chat bot, frequent questions can be answered directly by the bot. If the user has further questions, they can be forwarded to an employee. This saves personnel resources and can be used for more complex customer inquiries. At the same time, the customer still gets a quick answer to his request. If a fully automated chatbot solution in the form of an AI chatbot is used, it can also answer more complex questions – of course, service staff can intervene at any time and take over the conversation.
- Collect customer feedback
Communication with customers via messenger services also has the potential to obtain direct feedback from customers. If a customer’s inquiry has been answered via Facebook Messenger or WhatsApp, their feedback can be requested directly in the chat window once the question has been answered. Customer communication at eye level and a more personal conversation with the customer also promotes the exchange of information regarding customer satisfaction. At the same time, direct feedback enables companies to get to know their target group more closely and find out what makes good communication and good service for them.
- The potential of a fast reaction time
Customers who communicate through WhatsApp on a daily basis, expect a fast response and quick response times through this channel, even when they contact a company. Real-time customer service can therefore be the key competitive advantage. To take full advantage of this, companies should consider a strategy for their customer communications. This includes, on the one hand, selecting the right communication channels – better to offer two or three contact options and use them correctly – and, on the other hand, automating customer conversations, e.g. through chatbots.
Customer communication & messenger marketing
Messenger marketing has long been accepted as a marketing strategy. However, many companies fail to realize that there is potential here in connection with customer communication and customer loyalty. This is because Facebook Messenger or WhatsApp are not only an enrichment for the dialogue with the customer, but also make it possible to transmit marketing relevant content directly to (potential) customers. Messenger marketing has significantly higher interaction rates than e-mail marketing, for example, and is therefore very well suited to supplementing the customer conversation with further information after answering service inquiries or questions about a product or service. If a chatbot is used, this measure can be easily automated and time-saving.