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Best Communication Channels For eCommerce Business

Businesses have now primarily moved online. E-commerce businesses are more common these days than offline stores.

Marketing is the most significant aspect of any business. However, what should be focused on is something other than marketing in general but clever marketing in particular. 

Clever marketing aims to help businesses maximize profits and make minimal investments through viable communication channels. It promotes investing time and effort in customers who have always been there and are loyal to the brand rather than in new customers whose knowledge of the brand and credibility in terms of retention needs to be improved. 

Without good communication channels to market your products, people are bound to not return to your products, which is the main threat posed to e-commerce platforms.

Key Takeaways

  • Understanding and utilizing the right communication channels can significantly enhance customer retention and satisfaction in e-commerce.
  • Channels like WhatsApp Chat, phone calls, live chat, social media, video conferencing, emails, project management tools, and internal company blogs are crucial for effective communication.
  • Personalized and prompt communication through these channels can address customer grievances, offer real-time solutions, and foster brand loyalty.
  • Integrating advanced tools like Chatix for Shopify can automate and streamline communication processes, improving efficiency and customer experience.
  • Maintaining a balance between external and internal communication channels is essential for cohesive business operations and customer engagement.

What are communication channels?

Communication channels encourage the exchange of information, feedback, and concerns about business in the most open manner possible. There are primarily two types of channels: external and internal. While the external channels include people outside the company, the internal channels include communication among the employees within the same company.

Before discussing the communication channels best for eCommerce businesses, we must examine why customers leave and do not return to e-commerce stores. 

Why are customers not returning to eCommerce stores? 

Customers these days have countless options. When one e-commerce platform leaves them dissatisfied, instead of giving it another shot, they move on to the next. In the initial days of offline capitalism, the most rewarding form of revenue generation was the existence of repeat customers. The absence of repeat customers these days is costing businesses a great deal. The following are the common reasons why customers fail to come back to the e-commerce platform they first chose:

  • Bad first impressions

Customers, rightly recognized by businesses, dwell on their initial impressions. With the platter of options they are served, it seems natural for them to benefit from elimination. They reject all businesses that fail to impress them in the first place. Wrong impressions only lead them to go ahead with their next choice. 

  • Questionable customer service

The customer service businesses provide is paramount when retaining customers. In cases of conflicts and concerns, the first channel the customer approaches is the customer service portal. When customer service could be better, and no special care is taken to offer the kind of resolution customers are looking for, they would be bound to ditch the whole business. 

Lousy customer service can jeopardize the business and the products. Due to this sad state, customers fail to become repeat customers.

  • Lack of response

Businesses' social media handles hold a special place in customers' minds. It is through social media—Instagram, Facebook, WhatsApp, and the like—that chief marketing happens. When customers post queries or comments about their experience buying or using a business's product, the lack of response will take them a step back, even if their experience was good. 

Customers need to be made to feel important and valued; failure to do so will lead them to run away to the following product that actively responds to their needs, appreciation, or criticism.

  • Poor-quality products

The next most important aspect that most people forget in their quest for the best marketing team is their products themselves. Products are as crucial as marketing them. Harmful products in good packaging might attract many first-time buyers, but there are bound to be no repeat buyers if the products are of poor quality. 

Communication channels do the job of marketing the products and making them appealing to the general public, but the products ultimately speak for themselves. Good-quality products guarantee repeat buyers. 

  •  Lack of customer value

Customers are the most critical aspect of any business. Without customers, even if your company deals with real stars, it's bound to fail. Customers must be highly esteemed, and their needs should be prioritized. 

Customer feedback, if not taken seriously, will make you lose customers firsthand and potential customers due to the first customer's word-of-mouth experience. Today's digitalized world needs good reviews as much as good products. 

What are the best communication channels to avoid losing customers?

There are various communication channels that eCommerce businesses should use to establish brand value among customers. Some of them are:

  • WhatsApp Chat: WhatsApp is an instant messaging and video-calling app that lets users connect and talk with friends and loved ones. With over 2 billion active users, businesses can use WhatsApp to communicate with customers. 

Suppose you’re a Shopify store owner, good news for you! Installing Chatix in your store can automate your communication system. Automating the messaging workflow, sending broadcast messages on WhatsApp, and managing customer inquiries through shared team inboxes can be easy.

If you need to learn how to send broadcast messages on WhatsApp, reading this guide will help.

  • Phone calls: The grievances that generally plague customers' minds have been discussed above. With that in mind, if customers get good customer service where their concerns are addressed quickly and their words are taken to heart via 24×7 available phone numbers to talk to, their issues are bound to be resolved, and their faith restated. Phone calls can be used for both external and internal means of communication.
  • Live chat: Live chat is primarily for customers, and this feature makes it easier for customers to access the business quickly. With issues requiring instant resolutions, live chat can help, especially uploading evidence such as pictures or videos, which is impossible via phone calls.
  • Social Media: Social media is the most essential and effective method of communication. It is the most dynamic communication channel ever. With instant feedback for the company and instant redress for the customers, social media is a complete win-win. Customers can post their genuine feedback about products and services on Twitter, Facebook, WhatsApp groups, and Instagram and be followed up by the company instantly. This makes it the most effective communicative channel of all.
  • Video Conferencing: This is a doable option for internal communication. Employees of the same company from all parts of the world can engage in video conferencing for discussions and deliberations on the nature of their product and plan their next power move accordingly.
  • Emails: Email communication may feel primitive, but it still holds the same relevance as when it was introduced. Emails can be used for internal and external correspondence. New vouchers, deals, and product information can be mailed to customers, while chats and discussions can be held via email to discuss internal affairs.
  • Project management tools: Project management tools are for the win because they enable internal communication to be as effective as possible with exclusive provisions for making schedules and deadline reminders, enhancing collaboration among team members. Project management is not an easy job in itself, and the tools provided by the company make internal communication and teamwork a true story of success.
  • Internal company blogs: These blogs are like private newspapers that cover all kinds of content ranging from internal news to external occurrences relevant to the company. They're like personalized, one-stop news stations for the employees of the company, accessible only to them, making them unique to the company.
  • Employee feedback software: Communication channels are more than just for communicating information. Just like customers, employees should also be given the provision to record and submit their feedback on how their work is received and give valuable suggestions on topics that they feel might need their input. These programs not only contribute to the overall well-being of the company and its employees but also ensure that a healthy working atmosphere in the workplace is a concern. 

Consequences of bad communication channels

Communication channels are extremely pertinent, and when these channels are bad, the company has to deal with the following consequences:

  • Dissemination of misinformation about the products and company by customers and past employees, both of whom have been left unhappy by the business's inherent structure,
  • Business goals remain unachievable owing to the lack of proper communication channels to address issues and concerns.
  • Dissatisfied customers and employees whose opinions are not taken into account lead to the loss of both customers and employees who value their emotional well-being as much as the pay they are offered. 
  • The team within a team and internal office politics affecting the overall progress of the business is a possible result if all voices are not given due weight or credit.

Communication is extremely essential to all forms of progress. Be it relationships or business, a lack of communication leads both to miserably fail. In today's times, when customers tend to bank on the plethora of options in front of them, communication channels are what should keep them hooked, even if they have a million reasons to leave. Social media in all its forms—emails, the internet, phone calls, messaging, personalized blogs, internal apps, and the like—are the most effective communication channels for eCommerce business that can be used by businesses to take their companies to new heights.

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