Effective communication – both internal and external – is critical to an organisation’s success, as in today’s world effectively conveying a businesses’s objectives, goals and customer-centric approach are paramount. To stay connected with an organisation’s stakeholders as well as customers, relevant external and effective communication plays an important role.

External business communication involves a constant flow of information from within the company to external sources – ie., partners, customers, and vendors. External communication must be effective, balanced, and direct so that it improves customer satisfaction and retention. To make ongoing communication a priority, businesses must build and follow a communications road map.

Constant interaction with customers is the key for a company to understand what a customer needs and what are her/his expectations. Businesses today must listen to customers if they hope to succeed.

While there is an exchange of information or communication between the company and its customers, accuracy is key. Any wrong information or indirect communication that doesn’t convey the right message will definitely lead to an unhappy customer.

In both B2B and B2C marketing, effective customer communication deepens the engagement. By providing truthful and pertinent information, and with great communication skills, one can boost customer experience. It also helps in keeping the customers engaged with your brand.

Listening to customer’s feedback helps companies improve their products and services. Instead of imposing it on them without understanding what suits them best, it is better to develop products and services according to what one needs. Effective two-way communication between an enterprise and the customer helps co-create products that prove to be a win-win on both sides.

Communication plays an important role for organisations such as retail, banking, fintech, healthcare, automotive, and the hospitality sector which deals with consumers on a daily basis. The customer relations departments working for companies in these sectors face bigger challenges as they must also engage with their customers, remotely. This is where the communication skill set of the persons concerned will be put to test.

To cater to customers’ changing demands, companies must seamlessly roll out initiatives where they can make sense with these customers. The whole communication exercise must be designed in such a way that it is centred around the customer so that enterprises do not experience customer churn. 

With customers increasingly seeking customized and instant services, in present times, it has become important for enterprises to address their needs by adapting to digital communication methodologies. Today, the use of social media campaigns for communication exchange not only improves the customer experience but deepens engagement and loyalty.

While building a company’s communication plan, it’s important to evaluate and understand how and what your customers prefer to hear from you? What are you going to communicate and how do you get them across? Businesses should keep in mind that their communications plan will play a key role in building an incredible brand that gets established through consumer loyalty and they feel connected to, at all times.