How to address customer communication

How to address customer communicationOn an annual basis for almost 30 years, SRA Research Group has consistently done thousands of surveys and spoken to hundreds of focus group respondents among our clients’ customers in order to measure how satisfied customers are with the services or products.

Unequivocally, regardless of the type of business our client is in, the major gap or issue we hear about is lack of communication which can have huge consequences in lost revenue, bad word of mouth, and negative ramifications on an organization’s image.

According to Merriam Webster, communication “is the act or process of using words, sounds, signs, or behaviors to express or exchange information to someone else.”

Our question is, “Why is good communication between organizations and customers so difficult to achieve?”

Some major reasons we have heard or seen include:

  • Ineffective leadership
  • Technological gaps
  • Minimal time and resources
  • Unable to work within bureaucratic structures
  • Lack of teamwork
  • Inability of supplier to address needs

Conducting formal customer satisfaction surveys is the first step in addressing communication glitches since it creates awareness of the issues within your organization. You can’t fix things you do not know about.

The next step is the most important – TAKING ACTION on what you have heard. Implemented steps that we have seen improve communication include:

  • Train staff to be aware of/manage trigger points that create dissatisfaction
  • Respond formally to dissatisfied customers to indicate awareness of issues and processes to address them
  • Prevent surprises – if an order will be late or not totally filled, let the customer know
  • Engage the full team, from the corner office C-suites to the team on the floor, to evaluate processes and determine where and how issues can be resolved

SRA Research Group is a solution-based consultancy with the vision for our clients based upon the fundamentals we deliver – Strategy, Results and Achievement – since our founding 30 years ago in 1985. Our firm provides exemplary research services and support to organizations geared toward understanding and measuring how to best keep their customers and clients satisfied. We are a trusted partner that helps frame issues, develop solutions, and refine opportunities.

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