How to Improve Customer Communication

It is important to take customer feedback into account when constructing a communication plan.

Every company spends time communicating with customers. Whether planned or not, consumer messages play an important part in an organization's communications. Unfortunately, customer communication is often overlooked as simple or routine. Improving this process gives a company richer interactions with customers, which can lead to breakthrough products or much-needed goodwill during a crisis.

Instructions

1. Establish an objective for the communication. To be effective a communication plan needs to have a purpose. Match that purpose with the overall company strategy. Develop a way to measure communications against the goal.

2. Gather information about customers. Use data-gathering techniques such as personal interviews, surveys, mail questionnaires, and Internet tracking. Be sure the customer is aware of the investigation and offer her a chance to respond in free form.

3. Construct messages that meet organizational objectives and will be valuable to customers. Place the messages in a medium appropriate to the customer, often using several media to convey similar points. Always be honest and open to grow trust and credibility with customers.

4. Listen to feedback and engage customers in conversation. Technology allows for easy and quick communication through social networking sites and email. Know that if customers expect a company response, ignoring them is the same as making a negative statement. Use feedback to inform future company strategy and test the effectiveness of the communication plan.

Tips & Warnings

• Anticipate how customers will respond before the message is sent.

• Pretest the message on a small number of audience members if the communication plan is expansive.

• Use words and phrases familiar to the target audience.

• Avoid making grammatical mistakes because customers perceive this as unprofessional.

• Do not use excessive exclamation points.

References

• International Association of Business Communicators: Social Media and Public Relations
• "Public Relations Tactics"; Brand Aid: Creating opportunities in your customer community; Ryan Zuk; June 2009
• "Public Relations Tactics"; Little Things Matter in Customer Communications; Craig Dees; Feb. 2005
• "Public Relations Tactics"; Brand in the Balance: Treat Your Customers Right; Joe Kovacs; Sept. 2009

Resources

• International Association of Business Communicators
• Public Relations Society of America