I've already mentioned how the increased complexity caused by a number of communication channels can create disjointed or even contradictory messaging.
Nevertheless customers still want to trust companies they buy from, despite an erosion of that trust (particularly financial institutions) over the last few years. And (surprisingly) many would still like to build a lasting relationship with those companies.
But this can no longer be done just using one channel of communication (such as the phone or email), there's the need for a more innovative & creative approach to gaining customer trust and enhancing the customer experience at the same time.
A dialogue with the customer has always been a very successful method of building customer loyalty and now newer digital methods such as Social Media are available to engage customers in consistent and continuous dialogues across a number of channels.
But not all organizations are ready for this level of constant communication, despite its obvious way of creating differentiation in today’s market. Is yours?
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