We’re so excited to use new communication channels in business which is understandable. We try to be ahead of the game with chatbots, emails, social media and content marking, search and display ads – you name it. We’re so excited to introduce a new digital service which we hope will be a game changer and put us on the map. Sure, but sometime it seems like we forget WHY we develop a new service or product, or launch a new communication channel.

The fact is we can adapt multiple communication channels, but for our customers there is still just one – our customer service regardless online or offline. I believe the biggest challenge is not about advancing our digital communications, but how to make our messages coming from our channel mix consistent and relevant to customers. So, before we decide to introduce our nicely-designed chatbot or new app, let’s think about our customers first.

Would your chatbot help to solve their problems as soon as they occur? Would your website 24/7 help-line be able to answer your clients’ questions without redirecting them to other channels or departments? Would your app help customers get required information in a one-step process? We don’t want to overwhelm our customers with unnecessary and often useless information, do we? So let’s get back to basics and think how we can help them to get from Point A to Point B before reaching for any fancy new technologies.

Yours in lifelong learning

* I borrowed this signature from Sakhile, my Digital Analytics Course Success Manager at Massachusetts Institute of Technology 🙂