Your phone is ringing, but the call is unknown. Will you answer? Many will surely 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 interest to them, or due to other excessive and negative experiences already had with other institutions.
The poor communication of these businesses with the population is still, unfortunately, very present in the country, not only damaging their reputation in the market but also making it difficult to have a high conversion of sales and retention of satisfied customers. Consumers are not all the same, and to make them loyal and satisfied with your brand, besides having quality products and services, it is necessary to know how to communicate with each of them in a personalized and assertive way.
According to a survey by PwC, 80% of people consider speed, convenience, and helpful service as very important factors for a good communication experience 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 in their contact database.
In another study by Opinion Box, as evidence of this, 78% of people receive messages from brands to which they did not remember having sent their WhatsApp number. Having an outdated database only brings negative results for companies, which end up spending large sums of money on sending messages to users who may have changed contacts and who often have no interest in their products or services.
Besides the economic investment without return, organizations also run the risk of being banned from certain communication platforms if they disrespect their rules and fail to comply with what is required by regulatory bodies. Without proper cleansing and qualifying of this database, companies will hardly have any success in communicating with their customers.
With this hurdle overcome, the second challenge arises: where and how to communicate with your consumer. Some may prefer to be approached via WhatsApp. Others may respond better through email or even a phone call. Each will have their favorite channel where they feel most comfortable talking to their brands, and it is the duty of these brands to conduct a profile analysis to identify these preferences of each of their users.
Each consumer is unique, and to communicate with everyone with the same quality and accuracy, it is necessary, in addition to investing in contact list cleansing tools, to develop a multichannel communication strategy with your customer, combining different messaging channels so that each person chooses in which one they prefer to relate to your brand.
The content of the message is another essential focus for this success, after all, it is pointless to contact the right person but be excessive or inconsistent in communication. Using collections companies as an example, instead of constantly asking the consumer to pay a debt, choose to highlight the benefits they will have by paying that account, such as clearing their name, regularizing their situation, or being able to request a new card. A more positive approach that will certainly bring much better results.
Investing in this communication strategy may entail a certain cost, but this amount will bring enormous benefits not only in terms of profitability but also in greater operational efficiency, using the right tools to reach the ideal people and make the consumer’s relationship with your brand much better and memorable.
When every company does its part in this direction, the entire communication ecosystem will be improved, also fulfilling a social responsibility of not only aiming for profit, but meeting the demands and needs of consumers, creating a more positive, personalized, and memorable relationship that attracts and retains more people.
