Communication Channels for Connecting with the Customer - When to use what?

"Business is all about the right communication with the customer, making it effective is the key."

Every business grows over time due to its rapport with its customers. It is important for every business to be able to reach its potential customers effectively and in time. But with the technological advancements as seen today, you get to see multiple communication channels such as:

• Push notifications 

• SMS

• Emails

• Whatsapp (and many more)

  
  

While the ones listed above are the most popular ones, but for making it effective, the catch is when to use what, because the right thing done at the right time gives the best results. 

With the advancing times, most of the people have moved on mobile, so it is important to make mobile a part of the marketing strategy for all the businesses to grow. Let’s take a look at how mobile our world has become: 

As per the data from a survey

• 93% people are using their mobile phones for shopping

• 90% of all the consumers, within the first hour of waking up, check their mobile phones

• The first thing most of the customers access in their phones is a Text or IM 

With a penetration rate of as high as 85%, mobile has become one of the most gripping communication platforms. Every communication channel right from a push notification to an email is accessible through a mobile phone, making it the most impactful platform for communication. 

If your communication adds value to the customer, they stay engaged and comes back to your business. 

Let’s take an example, suppose you have sent a message to the customer, and the customer finds that it adds value to him, they would follow up with business and engage themselves with your business. 

Thus, effectively reaching a customer matters a lot to the business. But what still remains crucial is how to reach the customers, because at sometimes if one of the communication channels works, it is not necessary that it would work the same way the other time. Let’s find out when to use which communication channel to get the communication done right:

Push Notifications

A Push notification appears on the status bar, when the users automatically opt-in when downloading an app. Generally used by Apps, Push Notifications are often less-intrusive than SMS or other mediums, as they are delivered on the User’s screen without interrupting their ongoing activity. 

When to use Push Notifications? 

Push notifications should be used to require user’s immediate attention. If you have to notify a user of any event or activity then Push User would be the most effective medium. Push notifications can be used for communication such as Reminders for an event, Messages from other users, Special offers, Any updates etc.

When not to use Push Notifications?

Since, the Push Notification disappears as soon as the user swipes it away, or clears notifications. Any information, which the user might require in future shall not be communicated via Push notifications, as the chances that a user might lose them is higher. Let’s say if you’ve sent the credentials to the first sign up via Push Notification, the customer would lose it as soon as the notifications are cleared, causing issues at every login thereafter. 

How to use Push Notifications?

• Remember, the user might be engaged elsewhere when the Push Notification pops up, and might not have much time to go through. Thus, keeping it brief and simple works.

• Use Push notifications to increase the user engagement with strong call-to-action.

• Although Push Notification is least interruptive, over-sending them might distract the user, reducing its effect. Don’t Over-send!

The classic example of a strong call-to-action push notification is the Special Offer by Dominos and how they embed the link to view the Offer.

SMS

With a 98% open rate and 83% text messages opened within 3 minutes of delivery, SMS becomes one of the most familiar communication channels with a high engagement rate and a global reach allowing the users to interact in a two-way communication.

Another important use of SMS is for the two-factor authentication and number verification, as it reached directly to the user’s mobile number. Google, Facebook, Slack and many others use SMS for two-factor authentication, where the users receive an automated SMS containing a one-time password to log in to their account.

When to use SMS? 

It is the perfect medium to deliver critical information keeping the customers in the loop making them feel at ease. SMS can be used for communication such as Reminders for an event/appointment, Time-redemption promotions/offers, two-factor authentication, Status for the requested processes, Acknowledgements etc.

When not to use SMS?

SMSs are easier to get deleted, so any information which might be required in future shall be avoided to be sent via SMS. SMSs are limited to 160 characters, making them unfit to be used for any kind of detailed information. SMS carrying web links could be only useful where the users either have a data plan or have an access to the WiFi. For Example, Sending a step by step process via SMS does not work due to the character limit and sending it with multiple SMSs might break the flow. 

How to use SMS?

• It is time sensitive channel and has be used in the right time zone to make it effective.

• It is limited to 160 chars, so the information provided has to be short and clear.

• Although it is widespread communication channel, to avoid customer’s distraction only relevant information should be sent via SMS.

Let’s say if a company keeps on sending multiple SMS a day to all its customers, eventually, the customer would get annoyed and would stop reading any of their SMSs, this not only loses customer’s engagement but also the chances of customer missing out important information becomes higher.

Email

Email is considered to send the best channel to send “not so time-sensitive” kind of information. It often consists of information which would be useful for the user in future and can be referred to whenever required. Emails could be used for a more descriptive or detailed communication which could otherwise have not been done with other communication channels.

When to use Email? 

To send the information which the user could refer later Email is the ideal medium. It is also used for filing or resolving complaints where the information is often detailed or in descriptive form. Emails are mostly used for successful sign-ups, orders, bills, receipts, acknowledgements, promotions with a longer redemption period, complaints etc.
A Classic example is the security check-up of your Google Account sent by Google via Gmail.

When not to use Email?

Emails are not suitable for a time-sensitive communication, where an immediate action from the user is required due to an average time of  6.4 hours which a user takes to view an email message. Sending any information such as an OTP which requires immediate attention/action via Email is not a good idea. In such a case, the chances of the user missing the information or not able to do the required action in time are higher.

How to use Email?

• If you don’t want your marketing email to end up in the SPAM folder, then make sure you label them with your company.

• If your email has any link embedded, then make sure the link is visible even on a mobile device.

• Ensure that the Emails could be stored in Cloud and the entire exchange of information could be maintained. 

WhatsApp

WhatsApp, on the contrary, is a more informal channel of communication. Communication made on WhatsApp should be handled with due care. WhatsApp is an efficient way of one to one communication and is often a time-saver.

When to use WhatsApp?

It is ideal for the cases when you need to discuss or iterate a problem. With its easy use and efficient way of communicating multimedia files, it has been a time-saver to get a quick action. It has been effective in managing and coordinating in a team in a non-disruptive way in real time.

WhatsApp is ideal to use when you need to communicate to a group of people in real time, send information via multimedia (audio, video, images, GIFs) files, announce offers, or send greetings.

When not to use WhatsApp?

Due to its informality, WhatsApp might prove as intrusive since many people might not like to receive messages from unknown numbers. Moreover, the record of conversation could be easily passed off to others causing an accidental leak of sensitive information. 

How to use WhatsApp?

• Exchange of ideas is Cool but at 2 AM is a big NO. Stick to work hours.

• Customers are more likely to respond to surveys or feedbacks on WhatsApp.

• Create groups on WhatsApp to pass on a common information or to conduct discussions. 

• Exchange of information involving multimedia files.

• To send Greetings, Offers or other Informal Rapport Building communication.

The Bottom Line

The most important factor in all communication channels is the right timing.

-If you are sending information or alerts to existing customers Push notifications is a good option if the further reference of the information is not required, but in an otherwise case Email is always a good channel.

-For informal or internal communication WhatsApp is a good medium.

-But to send time-sensitive, critical, and concise information like two-factor authentication targeting a wider reach then SMS should be your go-to communication channel. 

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