Effective customer communication is the cornerstone of any business strategy today. The dynamic development of technology, the changing expectations of audiences and the growing number of available channels mean that companies must constantly look for new ways to be closer to their customers. It's not only the speed of response that matters, but also the quality of interaction, personalization and the ability to deliver value at the right time and place.
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In this article, we show how to consciously design customer communications using the latest tools and technologies - from AI-based solutions, RCS and iMessage, to automation and data analytics systems.
Today, the customer relationship does not end with an email or a phone call. Consumers expect to be contacted where it's most convenient - whether it's through chat, social media, SMS, RCS, iMessage, WhatsApp, or mobile apps. What is worth implementing to meet these expectations?
RCS (Rich Communication Services) and iMessage Business Chat are the modern answer to the limitations of traditional SMS. They allow interactive communication with customers, offering features such as:
This makes it possible to run more engaging and convenient information, sales and service campaigns for the recipient - without the need to install additional applications.
Learn more about RCS implementation and communication via iMessage.
Facebook Messenger, WhatsApp, Instagram Direct or Telegram are today's standard for communicating with customers. However, it is important to use their potential not only to respond to inquiries, but also to conduct an informed, consistent interaction strategy:
Read more about marketing and customer service automation via WhatsApp
Automating customer service processes using AI, chatbots and voicebots is a solution that significantly improves accessibility and responsiveness. Today, bots can not only answer simple questions, but also:
Generative AI (e.g., GPT) is also increasingly being used to dynamically build responses, make product recommendations or personalize content.
See how use AI in business and personalize customer communications
Modern customer communication is not only about choosing the right channels, but also about knowing how to manage data and background processes.
CRM (Customer Relationship Management) and CDP (Customer Data Platform) systems allow you to collect and analyze customer data in one place. This makes it possible to:
Good communication management also requires the ability to measure its effectiveness. Analytical tools, such as Google Analytics 4, BigQuery or Looker Studio, allow you to:
While doing so, it is worth remembering to integrate data from different sources. By combining CRM, marketing automation systems and web analytics, you can get a more complete picture of your activities and better tailor your communications to your audience's expectations.
Want to learn how to use data to optimize your marketing efforts? Check out our guide: Marketing analytics - how to measure the effectiveness of your campaigns.
Marketing Automation class solutions (e.g. Salesforce Marketing Cloud) enable automated, multi-channel communication with customers. Thanks to such features as dynamic content, scoring rules or drip campaigns, it is possible to deliver valuable information at the best time for the recipient.
Well-implemented automation allows not only to respond to customer actions, but also to anticipate their expectations. In this way, communication with the customer becomes more consistent, thoughtful and effective.
Read more about marketing campaign automation and see how to plan processes that realistically support sales.
Modern customer communication requires more than a multi-channel presence. It's about consciously designing experiences that build trust, engagement and loyalty. It's worth investing not only in technology, but also in data analysis, personalization and process automation.
With solutions such as RCS, iMessage, chatbots, CRM, AI and marketing automation, companies can not only respond to customer needs, but also effectively anticipate them. And it is the ability to anticipate expectations and respond to them in a timely manner that is one of the key elements in building a competitive advantage today.