Each consumer is unique: how to communicate assertively?

Your cell phone is ringing, but the call is unknown. Will you answer? Many will certainly ignore the call, either by not identifying who is calling, by assuming that it is some company trying to sell something that is not of interest to you, or other excessive and negative experiences already had with other institutions.

The poor communication of these enterprises with the population is still, unfortunately, very present in the country, which not only damages their reputation in the market, but also makes it difficult for them to have a high conversion of sales and retention of satisfied customers. Consumers are not equal and, to make them loyal and satisfied with their 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 survey by PwC, 80% of people consider speed, convenience and helpful service very important factors for a good experience in communicating with their brands. However, in practice, there are several companies that face obstacles to achieve this result, especially for a very frequent reason: the lack of qualification of their contact base.

In another study by Opinion Box, as proof of this, 78% of people receive messages from brands for which they did not remember having sent the WhatsApp number. Having an outdated registration brings only negative results for companies, which end up spending high financial amounts in sending messages to users who may have changed contact, and who often have no interest in their products or services.

Apart from the economic investment without return, organizations still run the risk of being banned from certain communication platforms, if they disrespect their standards and escape the necessary compliance to the determined by the regulatory agencies. Without proper hygiene and qualification of this base, companies will hardly have any success in communicating with their customers.

With this barrier dribbled, comes the second challenge: where and how to talk to your consumer. Some may prefer to be addressed by WhatsApp. Others, can respond better by email or even call. Each will have their favorite channel where they feel more comfortable to talk to their brands, and it is their duty to apply a profile analysis in order to identify these means of 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 hygiene tools, to develop a multichannel communication strategy with your customer, uniting different messaging channels so that each person chooses which one they prefer to relate to your brand.

The content of the message is another focus of attention essential for this success, after all, it is no use contacting the right person, but being excessive or incongruent in communication. Using the collection companies as an example, instead of talking to the consumer constantly asking to pay a debt, choose to highlight the benefits he will have when paying for this account, such as having his name clean, regularizing, or being able to apply for a new card. A more positive approach and that will certainly bring much better results.

As much as 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, relying on the right tools to contact the ideal people; and make the consumer relationship with your brand much better and striking.

When each company does its part in this direction, the entire communication ecosystem will be perfected, fulfilling, also, a social responsibility of not only aiming at profit, but in meeting the demands and needs of consumers, creating a more positive, personalized and memorable relationship that attracts and loyal more and more people.