"Our Take" - The Right Channel

(Past Editions by: Date, Title, Topic)

 
About "Our Take" 
"Our Take" is a collection of daily vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions, epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
 
 
5/10/07 - Talking Their Language
I have a teenage daughter. Like many parents, I gave her a cell phone to use so we can better communicate. My original idea was that it was so the two of us could communicate. For her, it's about better communication with her friends. I know, I know - those of you with teenagers reading this are thinking, "Duh, what did you expect?"
 
One of my frustrations is that when I call her, I want to talk with her, not her voicemail. Here's another parent epiphany (another "Duh" please) - voice is so passé. It's all about text messaging. A more seasoned veteran parent said that if I want to talk with her I was going to have to talk her way - texting. OK, it's not the way I want to do it but if I want to communicate with her, I better get with the program.
 
So what does that to do with CRM? Quite a bit. It's not about texting customers. It's about figuring out how they want to communicate. While my daughter is all about texting, others may prefer email, or heaven forbid, an actual voice conversation. How do you determine the communication preferences of your customers on a customer-by-customer basis?
 
Gary Lemke, Publisher
(Share your thoughts)
 
5/11/07 - Finding the Right Channel
Yesterday, I shared my personal story about finding the right medium to communicate with my teenage daughter - texting. I further asked how companies determine the most desired channel of communication on a customer-by-customer basis. Your feedback was fairly universal - just ask.
 
Many also shared that when they ask about preferred communication channels, they capture the information in their CRM system so automated communications happen properly. The system information can also help guide employees that may need to reach out to a customer. So it goes beyond simply asking how they want to hear from you because, if you ask, they will expect even more from you – the ability to consistently honor their preferences. In other words, if you ask you better have the systems in place to deliver.
 
But there is a catch. Just because they prefer a certain communication channel for you to outwardly communicate, don't assume they will always use the same communication channel they use to communicate with you. Depending on their request, their situation, their location, their access to communication devices, and other factors, customers may choose from a whole array of communication channels. Do you agree?
 
Gary Lemke, Publisher
(Share your thoughts)