The Keys To Improving Customer Acquisition & Retention


Both B2B and B2C organizations had to make some critical adjustments in regards to their customer communication management strategies over the course of the last year. While it’s true that the preference for a more fine-tuned digital communication experience has been growing, recent pandemic restrictions have limited the ways in which organizations can communicate with their customers. Meaning these organizations had to reconsider their communication strategy. The efforts made by most organizations have been positively received by their customers.

The customers that were less than pleased, however, have indicated that the organizations they frequent have failed them. Recent research regarding this matter has indicated that more than half of all organizations that customers have interacted with since the pandemic have failed their expectations. Knowing that the philosophy most customers have regarding poor experiences with organizations is to never shop with them again, this can be detrimental to organizations failing to adapt. Organizations unable to adapt accordingly will end up losing their existing customers in addition to failing to attract new customers. High quality customer communication management then becomes a priority, as seen in the accompanying infographic.

For different organizations spanning across various industries, high quality customer communication management can differ significantly. A few factors tend to reign above the others, though. First and foremost is personalized communication. Rather than blanket statements, customers want to feel as though their unique needs are being identified and acted upon. Which ties into the next factor: privacy and security. Customers want to be able to communicate with these organizations over channels that prioritize privacy and security of their delicate information. This means that organizations will need to be willing to invest into platforms that maintain a tight lid on their customers’ information, all while being able to integrate into their other systems.

These are some of the most important aspects in established customer communication management strategies across all industries. However, certain industries may require more advancements to be made. For example, in the case of online retailing, more interactivity may be more of a priority. Which is why most online retailing websites will have a live chat service at the ready to assist customers in any way they can.

Similarly, industries across the world have adapted to a more omnichannel communication approach. Regardless of who an organization serves, limiting the way in which they’re able to communicate to the organization is detrimental. Thus the power of the omnichannel approach. Organizations can communicate through text messages one day, e-mail messages the next and social media notifications the following. The more opportunities for organizations to communicate with their customers, the better and thus more sound their customer communication management strategies can become.

For additional information regarding how to establish a fine-tuned customer communication management strategy for your business, be sure to check out the infographic coupled alongside this post. Courtesy of Conduent.