Your phone is ringing, but the call is unknown. You will attend? Many, certainly, they will ignore the call, either for not identifying who is calling, for assuming it is some company trying to sell something that is not of your interest, or other excessive and negative experiences already had with other institutions
The poor communication of these ventures with the population still, unfortunately, is very present in the country, what not only harms your reputation in the market, it also makes it difficult to achieve a high conversion of sales and retention of satisfied customers. Consumers are not the same and, to make them loyal and satisfied with your brand, it is necessary, in addition to having quality products and services, know how to communicate with each of them, in a personalized and assertive way
According to a PwC survey, 80% of people consider speed, convenience and helpful service are very important factors for a good experience in communication with your brands. However, in practice, there are several companies that face obstacles to achieve this result, mainly, for a quite common reason: the lack of qualification of its contact base
In another study by Opinion Box, as proof of this, 78% of people receive messages from brands they do not remember sending their WhatsApp number to. Having an outdated registration brings only negative results for companies, that end up spending large amounts of money sending messages to users who may have changed their contact information, and that, many times, they are not interested in your products or services
Besides the economic investment without return, organizations still run the risk of being banned from certain communication platforms, if they disrespect their rules and evade the compliance required by the regulatory bodies. Without the proper cleaning and qualification of this base, hardly, companies will have some type of success in communicating with their customers
With this barrier dribbled, enter the second challenge: where and how to talk to your consumer. Some, they may prefer to be contacted via WhatsApp. Others, can they respond better by email or, even, connection. Everyone will have their favorite channel where they feel most comfortable talking to their brands, 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 cleaning tools, develop a multichannel communication strategy with your customer, uniting different messaging channels so that each person can choose which one they prefer to interact with their brand
The content of the message is another essential focus of attention for this success, after all, there's no point in contacting the right person, but being excessive or incongruent in communication. Using collection agencies as an example, instead of talking to the consumer asking, constantly, to pay a debt, choose to highlight the benefits he will have by covering this bill, such as having your name cleared, if regularized, you can request a new card. A more positive approach that, certainly, will bring much better results
As much as investing in this communication strategy requires, inevitably, a certain cost, this amount will bring enormous benefits not only in terms of profitability, but also in greater operational efficiency, counting on the right tools to reach the ideal people; and make the consumer's relationship with their brand much better and more memorable
When each company does its part in this regard, the entire communication ecosystem will be improved, fulfilling, also a social responsibility of not only aiming for profit, but in meeting the demands and needs of consumers, creating a more positive relationship, personalized and memorable that attracts and retains more and more people
