Channel Surfing: The New Customer Communication Model
The term channel surfing brings to mind images of lazy teenagers flipping from one TV station to another, halfheartedly looking for a show to pique their interest. When it comes to customer communication however, channel surfing takes on a whole new meaning.
Choosing Your Channel
Your customers no longer solely rely on one source for their entire catalogue of communication needs. Instead, they navigate between channels to receive their information and relevant news. With clients perpetually changing devices, it is more important than ever for businesses to offer multiple forms of communication. Only utilizing one or two channels means you end up ignoring huge chunks of your customer base and losing out on building lasting relationships with those customers. According to Aberdeen Group, Inc., “Companies with strong omni-channel strategies can expect to retain an average of 89% of their customers.” Be it print or digital, communicating with your customers where they are most comfortable means you are guaranteeing you remain connected.
Different Channel, Same Message
The variety of communication channels can bring about a significant issue for companies—unifying the message. Although print and digital may seem like two completely different worlds, it is crucial for every channel – be it online or off – to have a consistent voice. If a customer chooses to receive email notifications instead of a printed bill, they shouldn’t be receiving a completely different message. Aligning cross-channel communication means you create a unified voice for your company and a better overall experience for your customer.
Whatever channel your customers pick, it’s up to you to ensure your message is received.