{"id":14787,"date":"2019-07-08T09:17:01","date_gmt":"2019-07-08T08:17:01","guid":{"rendered":"https:\/\/www.names.co.uk\/blog\/?p=14787"},"modified":"2019-07-10T09:49:38","modified_gmt":"2019-07-10T08:49:38","slug":"make-your-e-commerce-business-communications-effective","status":"publish","type":"post","link":"https:\/\/www.names.co.uk\/blog\/make-your-e-commerce-business-communications-effective\/","title":{"rendered":"Make your e-commerce business communication effective"},"content":{"rendered":"\n

Effective business communication starts from the first\ncontact with a potential customer and extends throughout the lifetime of the\nrelationship. This requires a balance between efficiency, which benefits you –\nbut not necessarily the consumer – and effectiveness, which benefits both\nparties. <\/p>\n\n\n\n

Clearly, marketing is about driving sales through\nadvertising and brand promotion, but primarily, it\u2019s about consistent\nstorytelling. Communicating effectively from the outset plays a huge part in\nbuilding trust. Your communication should be focused on ensuring that the\ncustomer feels genuinely valued at every stage of the customer journey. After\nthe sale, it\u2019s vital that you check your customer is satisfied rather than\nmerely assuming that they are. Once again, personalised communications are\nessential in eliciting feedback. <\/p>\n\n\n\n

Business\ncommunication channels<\/strong><\/h2>\n\n\n\n

Spend some time analysing which of your communication\nchannels works for which demographic or consumer group and focus accordingly.\nKey channels include:<\/p>\n\n\n\n

Live Chat<\/strong><\/h2>\n\n\n\n

You can answer questions and solve your customers\u2019 problems\ninstantaneously, without them having to endure repetitive hold music or\nautomated call handling with multiple annoying menus. Moreover, if customers\nneed to wait, they can be engaging in other online activities simultaneously.\nThe downside is that this channel can be fairly resource-intensive.<\/p>\n\n\n\n

Phone Support<\/strong><\/h2>\n\n\n\n

As with live chat, phone support is regarded as a major\ndrain on resources. However, the need for phone support is generally considered\na necessary expense for most companies and if your other channels are handled\ncorrectly, it can be used as the last port of call for issues that cannot be\nresolved by other means. <\/p>\n\n\n\n

Email<\/strong><\/h2>\n\n\n\n

Having a professional business email address and email support is vital to any e-commerce business. To improve it, you could invest in a ticketing system, so that ongoing communication with the same customer is managed in an efficient and consistent manner. Email is all too easy to mis-use. We all receive poorly personalised email communications from firms from which we have had prior contact. Ensure your email communications are accurate, relevant and appropriate to your audience at all times.<\/p>\n\n\n\n

Expectation management<\/strong><\/h2>\n\n\n\n

Although the content of your e-commerce site and, indeed, of\nyour marketing communications cannot be tailored to the individual customer,\nits influence cannot be understated. It is important to have an original voice\nand a unique story to tell, one that relates to your demographic and seeks to\nempathise and solve your customers\u2019 problems.<\/p>\n\n\n\n

At the same time, all marketing and on-page communications\nshould be wholly consistent, not only with your brand values, but factually.\nThe strongest businesses demonstrating significant growth are those with a\nwholly consistent voice and positioning. Precisely the same tenets apply to the\ntone and content of your business blog and, indeed, your social media presence,\nall of which should reinforce your static on-site and marketing messages,\nproviding further insight and value to the customer. <\/p>\n\n\n\n

Consistency results in improved expectation management and a\nbetter overall customer journey and experience. It will also reduce any\ncommunications associated with re-aligning customer expectations that may have\nbeen mis-set as a result of inconsistent or ambiguous communication.<\/p>\n\n\n\n

Ultimately, effective, efficient business communication\nstarts from customer’s first exposure to your brand and continues all the way\nthrough to post-sale and on an ongoing basis.<\/p>\n","protected":false},"excerpt":{"rendered":"

Effective business communication starts from the first contact with a potential customer and extends throughout the lifetime of the relationship. This requires a balance between efficiency, which benefits you –… Read more →<\/a><\/p>\n","protected":false},"author":17,"featured_media":14738,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1707,1596],"tags":[],"class_list":["post-14787","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-tips-and-tricks"],"yoast_head":"\nMake your e-commerce business communication effective<\/title>\n<meta name=\"description\" content=\"Personalised and effective e-commerce communications can build long term and lasting relationships with customers. 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