Communication Between Business and Customer

A lack of communication is what lost a business my patronage after two years.

As a consumer, I’m a big proponent of brand loyalty. But loyalty is earned, and it can be lost.

Communication is a key component of the customer experience. By prioritizing it, a business can better hold onto its customers. There are easy ways to build up the communication skills that will put your business ahead in the view of your patrons. Neglecting it, on the other hand, will quickly put you behind.

Previously, I had been a member of a monthly subscription club through Patreon for over two years. I paid to have limited production stickers and other goods mailed to me every month. Even when there were small slip ups, I was forgiving, because I took pride in supporting a small artist-run business, and I liked the product I received.

After moving addresses, I missed a few shipments. I used Patreon’s handy messaging feature to reach out to the artist and let them know.

The artist pointed out that I had moved. I pointed out that I had updated my address online and set up mail forwarding. I never got another response.

Still, I stayed subscribed. That was, until I got charged for another month without any indication that orders were actually shipping out. Patreon’s message board showed me that I wasn’t the only one frustrated by this.

After spending a total of $60 on product I never received, with no acknowledgement, I drew the line.

My experience goes to show that a customer can be willing to put up with a lot. But eventually, even the most forgiving will take their business elsewhere.

In a study published by PwC, 17% of consumers in the U.S. reported walking away from a business after just one bad experience. 59% will walk away after several.

But for however easy it may seem to lose valuable customers, such failures are avoidable.

Why businesses benefit from better communication

Communication isn’t just about keeping customers from running away.

When an effort is made to create a positive customer experience, consumers are more likely to remember it and return to the same business.

The benefits don’t stop at the customer retention statistics, either.

In general, customers who have had positive experiences previously will be more patient when things go wrong. Focusing on doing well by the customer when you can will keep you covered when things don’t go according to plan, because making a mistake once in a while is inevitable. Remember: It takes several bad experiences to drive most loyal customers away.

On top of that, a happy customer will be more likely to recommend your business to others. It’s like free advertising.

A great customer experience can start with solid communication skills.

Communication Skills to Incorporate

Active listening is one of the best skills you can learn. It improves interpersonal relationships across the board, including between customer service representatives and their customers.

Active listening looks like asking follow-up questions to reach an understanding, being open to the other’s feelings, and showing empathy.

Taking an interest in a customer’s likes and dislikes is another great way to show your patrons that you care. Apply this during sales by making analogies that you know the customer will connect with.

As previously stated, mistakes are bound to happen. How they’re handled is what really makes or breaks the outcome.

Tending to complaints as quickly and professionally as possible is the best thing that can be done. An already upset customer doesn’t want to wait for help.

Lastly, consider what means of communication apply best.

For brick-and-mortar businesses, having someone available to speak to in person is easy.

-based businesses, there are many options, and some will work better than others. Some customers prefer being able to make a call, but not all businesses have the staff to make that feasible.

Newsletters and social media accounts are some of the means available to keep customers up to date. Consider what your customer base would like best and what’s most worth your time.

Putting it into practice

Getting a dialogue going is the best place to start.

In-person, this can be as simple as greeting customers as they walk in the door. Being friendly from the beginning will allow patrons to feel more comfortable asking questions or for help.

For any businesses operating online, this circles back to promptness. Customers appreciate being attended to quickly.

A simple acknowledgment may have prevented me from ending my subscription after such a long time. Even a quick “I’ll get back to you when I’m able” does much better than complete radio silence.

It pays to have a team equipped with the skills to help customers. If having the time to focus on customer satisfaction feels like a struggle, it’s worth the investment to expand your staff to keep up.

Open communication is a valuable asset.