Communication Channel Choices in Outsourcing
By: Laura Jollay, Marketing & Communications Coordinator at GCS (laura.jollay@gcsagents.com, (704) 647-9621)
When you communicate with your customers, are using their preferred method of interaction? Did you ever stop to think that your customers might prefer a choice? That’s one reason why using a multi-channel approach is effective when increasing customer interactions. It gives both you and the customer choices.
With today’s fast paced technological advancements, there are a multitude of ways to
communicate. Far-gone are the days where the only way to get in touch with someone was through a phone. Computer-mediated communication is taking over traditional modes of interaction (phone and face-to-face).
For example, researcher Donna Reid tells us “Although voice calls account at present for about 80% of cell phone revenue, the extraordinary success of the short message service (SMS), particularly among younger cell phone users, continues to surprise network operators.” As soon as one technology is adopted, it seems another hits the marketplace in which we must adapt.
Covering all the bases helps you reach more customers, in more ways.
At GCS, we are an interaction provider, offering multiple channels for communicating with your
customers: landline and mobile phone calls, text, chat, email, direct mail and often a combination to increase effectiveness. A person’s preferred method of communication is shaped by many different factors: the relationship of the other party, proximity, ease of use, urgency, and cost, just to name a few. Not everyone is going to have the same preferences.
Relationship: If you’re trying to call valued, veteran customers of your company, the chances are pretty high they will answer or return your call. New customers respond well to a welcome call that puts a human voice on your product or service. Prospective customers might be a little more apprehensive because they haven’t established a close relationship with your company…yet. Providing a toll free number on your website, email, promotional mail and text not only help build a relationship with the customer, but it shows them they have options when communicating with you.
Exposure: You will never know how much someone is exposed to certain media. Traditional phone conversations are still popular but you may need to ask yourself: how many of my customers prefer, say, texting? The communication behaviors and practices of your specific targeted market can have a lot of influence on your success of interaction. Older Americans may cling to the traditional methods of communication because they are familiar and reliable; however, young adults tend to gravitate towards newer technologies that eliminate a lot of voice conversation. Could you use a different approach with different generations?
Ease of use: Everyone prefers one method over another and they are not always the same at all times. It might be easier for a busy office manager to handle her product requests and orders through email than it is to take a phone call. If an office executive is in meetings all day, he might prefer texting to be less disruptive. We adapt our communication behaviors to our day-to-day activities.
Find the best match: Think about your own preferred methods of communication. How do you like companies reaching out to you? Is it different than what we’re doing for your customers? Is it dependent on what you are doing at a given time? Thinking about how a multi-channel approach to communicate with your customers not only helps increase your exposure but it also does them a favor; it lets them feel more at ease and comfortable in communicating back.
It’s really impossible to be everything to everybody. But when you offer a unique and diverse approach to reaching out to customers, you and have the best chance of getting your message heard and the results you want. How you interact with your customer is your choice. And don’t we all love choices?
Resource:
Reid, D. M. (2007). Text or Talk? Social anxiety, loneliness, and divergent preferences for cell phone use. CyberPsychology & Behavior, 10(3), 424-435.
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