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The evolution of the client experience: Managing your client’s communication needs online.
Understanding how to communicate with your clients online is essential. This sounds like an incredibly obvious statement to make but you might be surprised to learn just how many businesses aren’t effectively managing the communication needs of their audience.
A robust communication strategy will ensure that you understand what your audience wants, which will ultimately help you to cut through the digital noise. Additionally, it demonstrates that you are actively prioritising their needs, which will highlight that you genuinely care about your audience. So, we’re all on the same page with regard to the importance of managing the communication needs of your audience online. But what does this look like in practice?
Before doing anything else…
You’re going to want to ask yourself two questions:
- What does my client need?
- How can I meet those needs in a way they will value and understand?
Your answers to these questions will form the foundations of your entire communication strategy. With these foundations in place, you can also start to draw upon your expertise and incorporate unique insights to meet the individual needs of your clients. This, combined with a splash of emotional intelligence, will ensure that your approach to client communication will drive the response you want to see.
When you start to centralise your clients in this process, you will find it much easier to be responsive to maintaining a positive client experience. Let’s delve a bit deeper into a few more specific ways you can manage your clients’ communication needs.
Meeting your clients where they are
How do your clients prefer to receive communications? Do they prefer to receive information that is presented as concisely as possible or are they typically looking for more substance and detail? Do they want information to be presented visually or are they more responsive to interactive communications?
The answers to these questions will help you to select and prioritise the right communication channels. This might mean integrating an online chat tool into your website or ensuring that your emails are responded to in an efficient and timely manner.
Understanding comfort zones
There can be many barriers to accessing digital services so it is important to ensure you aren’t overlooking a core part of your audience. A good way to demonstrate that you want to connect with every single one of your clients is to survey your audience and specifically ask whether you are engaging with them in the ways they are most comfortable with. For example, while some of your clients will be happy to call your practice to book an appointment, others will prefer to book online.
Your clients don’t want to receive endless streams of general information. Instead, they are looking for targeted communications that address their unique needs and concerns. When clients feel understood by your practice, they will be more receptive and responsive to the subject of the messaging you want to communicate.
Refining your communication strategy can initially feel like an impossible mountain to climb, but with patience and practice, you will quickly understand how to connect with your clients consistently and meaningfully.
Need help or advice with your online communications? Get in touch with our team – we’re here to help!