Foundations Of A Customer Communications Program

Customer communications is a long-standing area of execution ripe for modernization and improvement. A customer communications program that supports employees across the organization helps ensure delivery of the right message in the right way. Like all communications strategies, a customer communications strategy should be based on customer targeting, insights, and information requirements.

A successful B2B customer experience initiative instills in all employees a strong desire to put customers first, and this requires education about what customers need at various points in the customer lifecycle. Employees who understand the customer’s perspective generally are better equipped to create effective communications — from broadly distributed customer newsletters to specific communications supporting a service interaction. In this report, we describe the foundational elements of a customer communications program aimed at improving the overall quality and effectiveness of communications to customers.