Remember those everyday conversations you had with clients and co-workers prior to the COVID-19 pandemic? What about those chats you had with the cashier at your local supermarket over your groceries; the barista preparing you a freshly-ground coffee on your way to work; or your Uber driver on the way back from drinks with friends?
The pandemic has removed many of these little interactions that punctuate and brighten our days. As a result, brands and consumers alike have lost their mutual touch points and have become socially ‘distanced’ from another in a way that can’t be defined by simple metric measurements.
Once you take into account the wider context of economic disruption, and a constant sense of uncertainty, it’s becoming harder for brands to know how and when they should be trying to talk to their customers.
Quality of brand communication in 2020?
We asked over 6,000 customers what quality brand communications in 2020 looks like to them in our report ‘Connect Like Humans Do: Building Customer Communications that Matter’, and the findings revealed something surprising – a strong desire from people for brands to use emotion in their communications.
Our study indicates that businesses need to up their emotional quotient and focus on the basics of customer communications – establishing human connections – to succeed in an increasingly digital world.
This doesn’t mean brands need to move backwards in time and adopt more analogue methods of communication, such as making cold calls and dispatching sizeable product catalogues to customers’ home addresses.
It very much still means digital-first communication. But this communication needs to be intelligent. Brands can’t just bombard customers with in-app messages, emails, or adverts and direct messages on social channels. They must deliver personalized, omnichannel engagement to deliver messages that matter to their customers.
Our study also highlighted just how significantly the global pandemic has reshaped the way people want to communicate. Around the world, people are becoming more accustomed to and comfortable with digital communications from brands, as many pivot and adapt to the coronavirus economy. In fact, our report highlights that over a third are happier to engage with brands on digital channels since the pandemic hit. Nearly half (46%) also believe technology now plays a greater role in how they engage with brands than prior to the pandemic.
So, for many, at first glance the future looks bright. But it’s not that simple. Consumers’ preferences are evolving rapidly, and brands simply must make every customer feel like they are treated as an individual – not like they’ve received a blanket communication to all.
High-quality, effective communication comes from considering how relevant, timely and, most importantly, how personal every message is before it is shared. Reaching people with the right message – both in terms of content and context – shows that you pride yourself and your brand on delivering moments that matter.
Build brand communications that matter
At Infobip, we are passionate about helping businesses build better relationships. To find out how you can deliver moments that create long lasting customer connections, and drive results with a human touch, talk to us today about our omnichannel customer engagement hub Moments.
And to discover what your customers actually want from your messaging – download our report.