DOCUMENT Strategy Fall 2021

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Choosing tone and style of communication must be relatable to customers and should reflect the brand.

and should reflect the brand. For instance, linguistic considerations for selling an insurance policy are different for the sales of garments.

automated voice response systems. What lacks in bot-communication are compassion, empathy and trust. No template-based content could create the same level of empathy as a human conversation could. However, that’s not the end of bot communication. In an answer to such problems, companies are building platforms for human-like voice interactions. Channel-Appropriate Message A message must be channel-appropriate and so does its linguistic consideration. On-call conversations are usually a little less formal, while written messages exude professionalism. Face-to-face conversations, especially at the client location, must be friendly, presentable and accessible to back-office teams. Channel selection is more often a concern with whom the interaction is going to occur. For instance, “digital natives” — those born after 1997 — prefer social media, chat, text and in-app communications that are less intrusive and short and crisp. Choosing tone and style of communication must be relatable to customers

Analyzing the Impact The ideal impact of a message should be an expected response. Whether it is a promotional mailer sent to a client or a message to make the payment, the ideal response should match the purpose of delivering the message. For instance, promotional mailers must generate interest in clients, whereas messages for the payment push them to make the payment quickly, on-time. How can an expected response from a message be achieved? A message stands on three pillars: 1. Targeted audience: Identify target audience. Who are they, what do they do? When do they read messages? These are a few questions that must be answered. 2. Objective: What is the objective of the message? Why is it being sent? What should be accomplished from the message? 3. Content: Is the message clear? What language do they prefer? Is the message contextual? Do words, language, tone and style clearly reflect intentions? Conversations are like bridges. And any rude or inappropriate words can burn the bridges. Keeping this in mind, organizations should plan communication training and make use of predetermined templates to make it easy for their employees.

Business as a Listener An obvious fact is communication is a two-way process. Most times, while companies are equipped to deliver a message, they are not equally equipped to receive the message from their customers. Sometimes it is the problem with the team, and the other time it is the lack of listening installation within the company. Bad listening practices means poor responses from the company side, leading to loss of trust in customers. An effective way to deal with the challenge is to set up standard practices to deliver responses and make use of template-based content that cover a wide range of customer communication. In an extension to the templates, use digital tools to capture interactions with customers on various touchpoints, and then review and analyze it for optimization. Going Forward While templates are temporary solutions to implement standard practices in customer communication, companies must take significant steps to train their staff for an effective and impactful delivery of messages. O

SUYASH KAUSHIK is a customer experience manager at FieldCircle, a field service technology company. A writer by heart, he loves to spread the word around how customers interact with business across channels and the role of next-generation technology in customer experience and business success. DOCUMENTmedia.com fall.2021

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