“The way we communicate with others and with ourselves ultimately determines the quality of our lives”
Companies doing business online, especially those selling digital products and services, face many challenges. One of the most critical is effectively communicating with prospective and current customers. In a daily life overloaded with blogs, e-mail, text and social network updates, gaining the attention of your customers is increasingly difficult. In addition, consumers and innovative companies are shifting towards advanced commerce models, such as subscription or consumption models, for their favorite products and services which necessitate new types of communication and new rules for existing ones.
An effective communication strategy must address all stages of the customer lifecycle, from acquisition to retention to end of life to marketing to past customers (re-marketing), and define the types of communication that are relevant at each level.
We have witnessed numerous best practices both from our first-hand experience and from working with our innovative merchants. Three notable examples are:
1. Reinforce the benefits of your service and company in every communication.
2. Recognize the power of clarity and transparency in your communications.
3.A clear chain of communication with users makes it is easier to defend any chargebacks that may occur due to friendly fraud.
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