Interacting with your customers – how important is it? Very. Cannot overstate its importance!
But how often should you do it? Considering that everyone is a busy bee today, you can’t really blame a person if he doesn’t answer each of your phone calls, or unsubscribes from your emailing list, because the sheer number of emails makes him think you might be spamming his inbox!
So how do you make your customer listen to you? The frequency of customer interactions plays an extremely important role in answering this question, and this might help you coming up with the perfect frequency for you:
Interaction via Emails
Communicating with your customers via email is a great way of being in touch with them from both customer service as well as marketing point of view. But the question still remains that how often do you communicate with them? What is that perfect frequency of sending these emails – which won’t make your customers feel uncomfortable, and get your message through most effectively?
For this, there isn’t exactly a magic number – the number of times one should be sending emails a week or a month – it isn’t, and it can’t be the same for everyone.
So, it’s more about observing how your customers are responding to you. It’s about the right questions:
How often are you sending the emails?
How many of them do actually open their emails?
How many of your customers do still remain subscribed?
These are the kinds of questions that you should be looking to get answers to. Take a hard look at your reports. How many people do you concur, remain engaged, and how many do you see ignoring you? Having a large customer base, of course doesn’t mean that you have to send everyone an email. You must sample the total number, and prepare an emailing list for yourself.
Experiment with various email frequencies, and see how it changes the results for you. This will give you a fairly good idea about the right frequency for you – it will eventually result in higher number of email opens, and lesser people unsubscribing.
Social Media Interaction
Unlike email communication, interacting with your your clients on social media platforms is a completely different scene. The social media giants, like Facebook and Twitter have such a huge participation from people, and these people are so active in there, that you have to keep your interactions going on, on a daily basis.
You have to communicate with your customers regularly, asking them for recommendations to make your product better, solving any problems that they might be facing, and so on.
The reason for this high frequency of interaction is, that one, this way people feel that you actually care about them, second, their own frequency of being active on a certain platform at any given time is so high, that you just cannot afford to take it lightly at all, and third, the lifespan of anything that you post on one of these platforms is so low, that you have to keep doing it again and again.
So, make social media communication a part of your everyday schedule, if it isn’t already.
Interaction via Phone Calls
Customer service is absolutely nothing without the age-old practice making calls to them. But the important thing to understand is, how many calls do you actually make, before you the customer gets really annoyed with you, and all the work put in goes to complete waste.
The frequency here depends upon who you are calling – whether it’s the calls you’re making to retain your ex-customers, or giving out some important information, or are these feedback calls? The type of calls also decides the content that you’d use while talking to them.
Retention calls are probably the most difficult ones. Even if it’s a single call, the customer always seems to be annoyed. Feedback calls are the tricky ones – you could get your answers as soon as you make your first call, or you could have to make a number of calls before you get your feedback. It completely depends on the customer – they could be busy, or be in a bad mood, or just about anything. So content, as important it is in case of retention calls – in order to get the customer’s attention towards the positives, even though he must have clearly had some problems with the product or service, feedback calls call for a completely different kind of content management. You have to as exactly the right questions, demanding extremely short answers, without asking too many questions – keeping the amount of time it takes into utmost consideration. Then there are calls that you make, because you need to give out some important information – and these calls are comparatively easier to make, considering no one would want to be kept in the dark about anything. The customer would probably be thankful to you for that phone call.
These are some of the things that you should keep in mind before you decide on how often you should interact with your customers. It’s a different number for everyone – and only you can figure it out for your business. But these pointers might just help!