5 Classic Ways Companies Should Communicate With Their Customers

A company's success hinges on how it communicates, both internally and externally. Too much emphasis on interpersonal relationships can have a dire effect on outside interaction. Obviously, such a breakdown in communication between the company and its customers will greatly impact customer satisfaction and overall sales.

Businesses that regularly speak with their customers, whether it's directly or indirectly, will flourish. The advent of the Internet has obviously changed customer interaction for the better. However, one mustn't overlook some classic ways to touch base with customers, as some of them have certainly stood the test of time.

Below are the top five ways a company should communicate with their customers:

1. Telephone – No, I'm not referring to cold calls during dinnertime. I'm speaking of old-fashioned, remote customer service. When a customer has a question or concern, they will often want to personally connect with the company (and rightfully so). Whether this results in an inbound call from the customer or a friendly follow-up from the company, this keeps customer dissatisfaction to a minimum when executed properly.
2. Live Chat – Many people are glued to their computers these days, preferring digital communication to personal phone calls. A live chat option with a customer service representative is both practical and welcome in today's society, particularly if a company receives many inbound calls. No one likes to hang around "on hold," after all.
3. Newsletters – Newsletters are an excellent ways to keep customers abreast of new developments and, obviously, new products/services. Print newsletters aren't as common as they used to be, but they are still quite effective for small businesses. The electronic newsletter, however, is flourishing right now and helping many businesses to improve their customer relations. However, companies should make any kind of newsletter an opt-in service, lest it be viewed as "spam."
4. Company Blog – One of the newest successes in the realm of customer communication is the company blog. Often written by higher-ups within the company, it can make even the biggest corporations feel as if it's one with the people. Like a newsletter, it serves as a news service. However, it also encourages highly valuable customer feedback in the form of comments.
5. Customer Surveys – How will a company know what its customers want if it doesn't ask? Customers should be surveyed on a regular basis. However, companies should make this feel like a painless process for the public. Offering prizes to random participants is one of the most effective ways to garner a widespread partaking in a survey.


Companies should never stop experimenting with new technology, such as social networking sites and applications. However, the communication methods above are tried and true ways to keep communication flowing between a company and the widest audience possible. Perhaps older methods like the telephone really will become obsolete one day, but some of them are still quite effective.

By-line:
Heather Johnson is a freelance business, finance and economics writer, as well as a regular contributor at Business Credit Cards, a site for business credit card and best business credit card offers. Heather welcomes comments and freelancing job inquiries at her email address
heatherjohnson2323@gmail.com.

Top Model: Missing the Offline to Online Conversation Continuum

So I must confess that I'm an avid fan of the DVR box as it allows my wife and I the ability to watch the shows we oh-so-love, well most of the shows she loves and they kind of grow on you. We're watching America's Next Top Model on the CW and I'm wondering what they are doing to leverage the online channel during season to bring that watcher/viewer relationship to another level. So I do a search for "top model" and what do you know, they are number 1 in Google organic search results. So then I click through to their microsite, which ends up being just a directory within the overall site architecture. Strategic move? Could be, why not create a more engaging environment with its own URL? You can brand the heck out of it with the CW brand. Sure it creates more content under the CW domain and it increases links pointing into the CW domain thereby increasing link popularity, yadda yadda. Okay so maybe they did it the right way, but I was looking for something that was as innovative as the show's title tries to be by bringing America the next top model.

The "directory" provides users with many options like photos, videos, a forum, a lounge to chat with each other, blogs for users and even shows featured members based on the most profile views. Something any typical community-based website does these days. Then if you do a little more research you find out that in the Pre-Launch marketing, America's Next Top Model lets you personalize a message from Tyra Banks to one of your friends. It's kind of like a Mad Libs for voicemail. The campaign leverages the Varitalk technology. I've seen this done before with 50 Cent and Sprite. But, I had to create one and send it to the wife! We'll see what she says.

So what could they have done better?
So here's some free advice to the CW crew ... It's great that you are creating a community around the show online. Truly a good use of the standard social media tools like forums, commenting, profiles, messaging, blogs, videos, etc. Yet, the community is lacking the authenticity of the viewer's relationship with the show itself and the models that they feel they most identify with. That's the key. Each girl/guy watching may in some way identify with the struggles/successes/failures that each of the models are dealing with on a daily basis as portrayed by the show. So why not leverage that "authentic connection" and continue it past the 60 minute episodes and into your online community. Why wouldn't each of the models have their own space to blog on? They all seem to be sitting there enough, laying around, drinking, smoking, drawing, reading; give them a place to connect with their true fans. Each of the models is creating their initial fan base through each episode, but it stops there and it's only once a week. The CW is missing an opportunity and whether they know it or not, it could provide a better integrated online/offline experience for their viewers. Come on CW, work it!