How to Build Lasting Relationships with Your Customers Across Digital Channels

Customer engagement is different than what was asked of us three or four years ago. Businesses of all sizes have been forced to realign their priorities. Most likely, your resilience at work has been tested to the limit. But, with the right mindset, any company can transform itself for the better. Keep reading to dive into three critical trends so you can connect deeper with your customers in times of change.

“The key to all the personalisation is what you did today may not be good for tomorrow.” -Yogesh Gaikwad, Head of Engineering, Prudential

Prioritizing data protection for transparency and trust

Most companies know that data fuels personalisation. But not all of them know how to stand out among a sea of competitors also working hard to hyper-personalise their products and services. The main differentiation is going to be how your business chooses to personalise, and the speed at which you can do it. If you’re looking to attract attention, remember to always think of your customers as humans, and not just data points. It’s all about getting back to the basics of customer service. How do we get the right information to our clients, at the right time? The human on the other end of the line still values trust, transparency and open communication, no matter what device or high-tech gadget they’re talking to you from.

While companies are benefiting from an influx of data they can use to improve their marketing and customer service strategies, on the flip side, consumers are reluctant to trust. That basically means they are very worried about how companies are using their data. We need to reimagine how we view customer information in a way that’s more reciprocal. For example, if you’re asking for a customer’s date of birth, why not offer them a birthday coupon in return. Capturing trust when delivering personalised experiences is also about making sure we’re protecting the way we’re using our customer’s information so it caters to their needs too.

Giving the customer options in failure scenarios

Never underestimate the ability of a brand to impress under pressure. When customers face a failure scenario, they often crave clear communication and connection with a company more than when everything is going right. Clients clearly remember when brands show empathy, and quickly respond to their needs. We can work with this in our personalised communication strategies by catering both for correct and incorrect scenarios in any user journey.

When building products, we always recommend keeping the customer at heart. It’s about prioritising exactly what the customer needs and what you can do to answer their call. When that changes, consider how to revisit the process with upgraded technology. Later on, ensure your team keeps a user-first mindset.

After launch, an omnichannel approach can enhance how we connect with our customers to continue gathering feedback and acting upon it in real time.

The magic happens when customers realise we’re not just a company, but also a person trying to help them through their journey. Consider the following advice from Jx Lye, Chief Operating Officer at Endowus, in navigating more turbulent times: