Your phone is ringing, but the call is unknown. Will you attend? Many will certainly ignore the call, either because they do not recognize who is calling, assume it is some company trying to sell something that is not of their interest, or due to previous excessive and negative experiences with other institutions.
The poor communication of these enterprises with the population is still, unfortunately, very present in the country, which not only harms their reputation in the market but also makes it difficult to achieve high sales conversion and retain satisfied customers. Consumers are not all the same, and to make them loyal and satisfied with your brand, it is necessary, in addition to having quality products and services, to know how to communicate with each of them in a personalized and assertive way.
According to a PwC survey, 80% of people consider speed, convenience, and helpful service to be very important factors for a good experience in communicating with their brands. However, in practice, many companies face obstacles in achieving this result, mainly due to a very common reason: the lack of qualification of their contact database.
In another Opinion Box study, as proof of this, 78% of people receive messages from brands for which they do not remember having provided their WhatsApp number. Having outdated registration information only brings negative results for companies, which end up spending large amounts of money on sending messages to users who may have changed contact information and who often have no interest in their products or services.
Apart from the unprofitable economic investment, organizations still run the risk of being banned from certain communication platforms if they disrespect their rules and deviate from the compliance required by regulatory authorities. Without proper cleaning and qualification of this database, companies will hardly have any success in communicating with their customers.
With this barrier overcome, the second challenge arises: where and how to communicate with your consumer. Some may prefer to be contacted via WhatsApp. Others may respond better via email or, even, by phone. Each one will have their favorite channel where they feel most comfortable talking to their brands, and it is their duty to apply a profile analysis in order to identify these means for each of their users.
Each consumer is unique and, to communicate with everyone with the same quality and assertiveness, it is necessary, in addition to investing in contact list cleaning tools, to develop a multichannel communication strategy with your customer, combining different messaging channels so that each person can choose which one they prefer to interact with your brand.
The content of the message is another essential focus for this success; after all, there's no use in contacting the right person but being excessive or incongruent in communication. Using collection companies as an example, instead of constantly asking the consumer to pay a debt, choose to highlight the benefits they will have by settling this bill, such as having their name cleared, becoming regularized, or being able to request a new card. A more positive approach that will certainly bring much better results.
Even though investing in this communication strategy inevitably requires a certain cost, this amount will bring enormous benefits not only in terms of profitability, but also in greater operational efficiency, counting on the right tools to contact the ideal people; and making the consumer's relationship with your brand much better and more memorable.
When each company does its part in this regard, the entire communication ecosystem will be improved, also fulfilling a social responsibility of not only aiming for profit, but also meeting the demands and needs of consumers, creating a more positive, personalized and memorable relationship that attracts and retains more and more people.
