Communication channels - which should you use to communicate with your customers?

Effective customer communication is part of the success of any business. A customer who feels noticed and valued is more likely to remain a loyal user of a brand's products or services. However, effective customer communication requires the right tools and strategies to build and maintain valuable relationships. It is therefore worth taking a look at the different communication channels that can be used in day-to-day customer interaction.

Types of communication channels

Depending on the type of business and customer preferences, different communication channels are available. We can divide them into traditional and modern:

• Traditional channels:
  • Telephone,
  • Traditional mail,
  • Customer service office,
• Modern channels:
  • Social media,
  • e-mail,
  • Live chat,
  • Chatbots,
  • Mobile Apps.

Each of these channels has its own unique advantages and limitations, and their choice should depend on the nature of the interaction and the customer's expectations.

Breakdown of customer communication channels by interaction

It is also worth knowing that we can categorise communication channels in terms of interaction. This classification can help to understand their function and use. 

• One-way channels: In this case, the communication is one-way. Examples are marketing emails or flyers. Remember that these channels do not allow direct interaction with the customer, which limits the ability to respond to their needs.

• Two-way channels: Based on interaction between the company and the customer. Such channels include phone calls, chats or messages on social media platforms. They enable rapid response to customer queries and relationship building.

• Automated channels: Increasingly used in day-to-day communications. Chatbots and automated responses in emails streamline the process of engaging with customers, allowing them to receive information at any time.

Channels of communication with the customer - their advantages and disadvantages

1. Social media

With the strong growth of various platforms, social media is currently one of the most important communication channels. With platforms such as Facebook, Instagram and Twitter, companies have the opportunity to reach a wide audience.

Advantages

• Speed of response: Customers can contact the company quickly.

• Direct interaction: Enables dialogue that helps build relationships.

• Collaboration and engagement: Ability to run competitions, gather feedback and actively engage customers.

Disadvantages

• Public nature: Any negative feedback can be seen by other users.

• Communication difficult to control: Customer reactions can be unpredictable.

2. Email

Email is one of the most traditional and still very popular communication channels. It allows you to send personalised messages and offers.

Advantages of email

• Allows personalisation: Offers can be tailored to the needs of a specific customer.

• Low cost: Compared to other methods, email is relatively cheap to use.

Disadvantages

• Risk of being spammed: Customers may not see the message.

• Limited real-time communication: Replies are often sent days later.

3. Live chat and chatbots

Solutions such as Web Chat or Google Chat are becoming increasingly popular with businesses that want to respond quickly and efficiently to customer enquiries. It is also worth considering communicating via various applications such as WhatsApp or Apple iMessage. 

Advantages of

• Fast response: Customers get answers to their questions almost immediately.

• Convenience: Possibility to make contact while browsing.

Disadvantages

• Lack of human factor: Chatbots may not be able to anchor advanced queries.

• Technological limitations: Random problems in the operation of the systems.

Key aspects of effective customer communications

There are a number of key aspects to consider in order to use the available communication channels effectively:

Personalisation

Customers appreciate a personalised approach. It is therefore worth striving to make communications as personal as possible. This will make customers feel noticed, which will influence their brand loyalty.

Consistency

All communication channels should be consistent in their messages. This means that the information communicated in the different channels should not contradict each other. Consistency builds trust and allows for better brand recognition. This is where an omnichannel strategy pays off.

Respond to feedback

Gathering customer feedback is an essential part of building relationships. Not only is it important to collect it, but also to respond to it. Customers will appreciate the action you take on their feedback.

Stay in touch

Communication with a customer does not end with a single transaction. It is important to stay in touch, for example by sending newsletters about new products and promotions.

Effectiveness

The choice of communication channels should be tailored to the needs of customers and the industry in which the company operates. It is important to analyse the effectiveness of the tools used and to adapt them on an ongoing basis.

Choosing and using the right customer communication channels paves the way for success

Choosing the right customer communication channels is critical for any business that wants to succeed. Today's marketplace offers many different options that can affect the quality of service. It pays to aim for the most personal, consistent and effective approach possible, taking into account the needs of the customer and the nature of the industry. This is the strategy we use, see our offering for more information: Activating Communication Channels or the individual pages of the different channels.