A contact strategy refers to the plan a business uses to engage with its customers or clients through various communication channels (later in this article we outline different communication channels and when to use each one). It defines how, when, and why the business will reach out to its audience to build relationships, deliver messages, and support customer interactions.
For a small business, having a well-defined contact strategy is crucial for several reasons:
Consistent Communication: It ensures that the business communicates regularly and consistently with its customers. This helps in maintaining top-of-mind awareness and keeps customers informed about products, services, or promotions.
Customer Engagement: A contact strategy allows the business to engage with customers in meaningful ways, fostering relationships beyond just transactions. This can lead to increased loyalty and repeat business.
Personalization: It enables the business to personalize interactions based on customer preferences, behaviors, and needs. This personal touch can enhance customer satisfaction and retention. In fact, emails featuring personalized subjects are 50% more likely to be opened[1].
Feedback and Support: A contact strategy can include mechanisms for gathering feedback from customers and providing support when needed. This helps in improving products or services and addressing customer concerns promptly.
Marketing and Sales Integration: It aligns marketing efforts with sales goals by nurturing leads and guiding prospects through the customer journey. This integration improves conversion rates and overall business performance.
In a small business, determining who should contact a customer can depend on several factors, including the nature of the interaction, the customer’s relationship with the business, and the resources available. Here are some considerations for deciding who should contact a customer:
Customer Service Representatives: Typically, customer service representatives are the frontline team members who handle inquiries, complaints, and general support issues. They are trained to handle various customer interactions effectively and professionally.
Sales Team: Sales representatives often reach out to customers for sales-related activities such as following up on leads, closing deals, and providing product or service information. They are focused on driving revenue and building relationships that lead to sales.
Account Managers: For businesses that have ongoing relationships with customers, account managers or customer success managers may be assigned to nurture and support key accounts. They ensure that customers are satisfied, address concerns, and explore opportunities for upselling or cross-selling.
Marketing Lead: The marketing team may contact customers for promotional activities, updates on new products or services, or to gather feedback through surveys or focus groups. They play a role in engaging customers and maintaining brand visibility.
Owner/Founder: In some small businesses, especially early on, the owner or founder may directly interact with customers, particularly for important clients or strategic relationships. This personal touch can enhance customer relationships and loyalty.
In some businesses one person might wear all the “hats” mentioned above and by default will contact the customer. If your business has a larger team, the decision on who should contact a customer often involves balancing expertise, availability, and the desired outcome of the interaction.
There are several effective ways to contact customers, depending on the nature of the interaction and the preferences of both the business and the customer. Here are the most common methods:
Phone Calls: Direct phone calls are a personal way to communicate with customers, particularly for important or sensitive matters. It allows for real-time conversation and immediate issue resolution.
Email: Email is widely used for various purposes such as promotions, newsletters, order confirmations, customer support inquiries, and follow-ups. It’s cost-effective and allows businesses to send detailed information.
Text Messages (SMS): Sending text messages can be a quick and convenient way to communicate with customers, especially for updates on appointments, order status, or special offers. It’s best used for brief, time-sensitive messages.
Social Media: Platforms like Facebook, Twitter, Instagram, and LinkedIn provide channels for businesses to engage with customers publicly or through direct messages (DMs). Social media is effective for customer service, marketing campaigns, and community building.
Live Chat: Many businesses integrate live chat functionality on their websites to provide immediate assistance to customers browsing or making inquiries online. It’s convenient for customers and can improve conversion rates.
In-Person Meetings: Depending on the business type and customer relationship, face-to-face meetings can be beneficial for sales presentations, consultations, or resolving complex issues.
In essence, a contact strategy is not just about reaching out to customers; it’s about creating meaningful connections that drive satisfaction, loyalty, and business growth.
At Directwest we ask customers how often they want to be contacted. The range is huge with some wanting monthly contact and others only needing an annual check-in. For small businesses (like us!) with limited resources, a well-executed contact strategy can be a powerful tool to compete effectively and build a strong foundation for long-term success.
-Sarah Elchuk is a member of the Marketing Team at Directwest
[1] https://www.mailmodo.com/guides/personalized-email-marketing-statistics/
