It’s time to improve consistency in your customer messaging - but where to start?Published on 22 May 2019
It’s time to improve consistency in your customer messaging
Organizational teams tasked with overseeing customer experience (CX) have many channels to manage – a key one being digital communication. While a business’s communication management is typically siloed into functional areas – such as billing, payment, operations and marketing; the customer experience takes the shape of a journey that cuts through these siloes.
The customer doesn’t care that a promotional message is sent by sales, an on-boarding message by marketing and that their bill is sent by finance. They are engaging with your brand – and they expect the milestones and touchpoints in the journey to be coherent.
As a business grows and matures, customer journeys can become fractured by inconsistent communication. With the increasing importance of customer experience as a differentiator, it’s imperative that organizations align all communication to create a positive and consistent CX.
Watch a short snippet from our webinar to help you get started on improving your customer messaging:
Our experts opinion:
Getting where you want to be (consistent, valuable customer communication), requires a full understanding of where you currently are.
Completing a messaging audit will help you to:
- Create a visual representation of every message – welcome emails, newsletters, bills, confirmations – put them all up on a wall or digital board
- Note where these messages are consistent in salutation, tone, design and where differences might fracture the customer experience
- Assign communications to buckets – such as billing, payments, marketing and operational – in order to prioritize fixing the most frequent
- Identify missing communications that might create gaps in your customer’s experience
VP of Customer Engagement, The Americas