Is your digital communication strategy complete?

Gone are the days when conventional mediums, such as message, phone, and E-mail used to be the prime mode of communication. With changing times and advancements in technology on a macro scale, digital media has taken companies by storm. Therefore, to counter the cut-throat competition and to stay ahead of...

Gone are the days when conventional mediums, such as message, phone, and E-mail used to be the prime mode of communication. With changing times and advancements in technology on a macro scale, digital media has taken companies by storm. Therefore, to counter the cut-throat competition and to stay ahead of others, it is for you to ensure that an efficient and effective digital communication strategy is in place.

Let’s begin with why digital communication?

It is the key element for acquiring and retaining customers and is equally essential for sustaining a growing business. Out there when everyone has more or less the same product or service to offer, it becomes important to touch base with the right set of prospects in a fast, timely, and engaging way. It can be done only when there’s a digital communication strategy in place.

Companies are expanding their range of vision to view customers across all the channels and make their journey gratifying. Traditional Customer Communication, which once was about transactions and print, has massively shifted towards responsive two-way communication, delivered via multiple channels.

Owing to the prominence of communication in the market, here’s a quick run-down of the two most common shifts:

Responsive Communication Model: Foremost, there is a shift from push to responsive communication model. The fact is, most of the companies are still providing unilateral communication i.e. push. Sadly, some still lack this too and are print based only. Core systems send out statements or Emails to customers and then customers respond back to call center and raise enquiries or complaints.

However, of late there has been a paradigm shift in responsive communication, and it has changed the game altogether. With crystal clear expectations, customers raise enquiries or complaints on different social channels, such as the web, or mobile, and look forward to hearing back from the company within no time.

Multi-channel to cross-channel: Subsequently, with the passage of time, there’s a shift from print to multi-channel to cross-channel. Initially, statements, product related information, and promotional offers, all used to go via print and then through emails. At present, a likely scenario is: Customers view statements on mobile app, raise service requests/complaints on Twitter or Facebook and view products/offers on social, email and web. To further complicate things, they do so while frequently switching from one channel to the other.

So, are you able to connect with each customer on their preferred channels and harness both inbound and outbound opportunities? Are you sending right content and targeted marketing offers, based on customer profile via multiple channels? Or, are you struggling with heaps of documents and haven’t thought about taking up to social conversations? Well, if the answer is no, then the right question for you to mull over is ‘Is my digital communication strategy complete?’ and most aptly, ‘Do I have a Digital Communication Platform to fulfil my goal of digital strategy?’

Our organically developed digital communication platform fits in with your current IT systems and helps you create, send, receive and store communication and documents in order to connect with each customer across several touchpoints.

Ravi Pratap Ravi Pratap Singh is a Senior Manager with Newgen and is responsible for strategic roadmap definition, marketing strategy and analyst relations for Customer Communication Management and Customer Experience Management. He specializes in bringing value added features to Newgen’s product line and in providing CCM consulting to international clients in insurance, banking, and other verticals. Ravi holds an Executive Post Graduate Diploma in International Business from Indian Institute of Foreign Trade (IIFT), Delhi.