Choose your Channel to Suit your Message

Choose your Channel to Suit your Message

04/10/2018

We send and receive information in many ways. Your customers and potential customers are bombarded with messages all the time, some from your business, some from your competitors and lots from elsewhere. How can you ensure your message is heard through all the noise?

One way is to choose the right channel for each communication and send the information at the right time to the right person.

While that sounds simple, doing it consistently and well can be a challenge if your business handles each channel in a different way and creates and sends messages manually.

Ideally, your business communicates through all channels, and lets customers decide which ones they wish to be contacted through. Some channels work better for certain communications, while others are good for all:

  • Postal mail – Many customers still like to receive information on paper, particularly brochures, catalogs and invoices which they might want to use for reference.
  • Email – A very popular channel and for good reason. It’s quick, can convey short and longer messages and can easily carry attachments that can be printed and saved. It’s effective for sales messages, because it can link to other information such as a website, and can deliver quotes and invoices to customers quickly.
  • SMS (text messaging) and mobile – A quick and direct way to reach people as they tend to look at a text message as soon as it is received. Best for short messages such as reminders and alerts
  • Social media – It’s all but essential now for businesses to have a social media presence for brand awareness and it’s an effective way of generating sales leads and promoting campaigns. It can also help build a dialogue with customers if feedback and comments are managed properly.

A good communications strategy gives customers different ways to interact with your business and optimizes each channel for the best customer experience. Effective multi-channel communications can open up new opportunities to reach more customers and increase their satisfaction with your business.

Digital solutions can help you manage multiple communications channels so that effective and consistent messages reach the right customers at the right time. They can also deliver cost savings and increase efficiency by reducing reliance on manual processes and cutting the time it takes to get communications out. Iin the case of invoices, this can also reduce payment times, and, where appropriate, migrate some printed mail to email.