Why Open Communication is Key To CX Success

Customer service is now instant in the digital age. Customers know exactly when their items are shipping, are able to process a return immediately, and can speak with an agent about any issue through a quick chat window. 

This seamless purchasing process has increased expectations for more open and frequent brand communication. Because customers are used to receiving support whenever it’s most convenient for them, they expect companies to notify them whenever their purchase or service may be impacted to avoid any interference.

With access to instant communication and support, there seems to be no reasonable excuse for a company to leave customers in the dark about potential delays or issues. Digital customer service has established an environment where transparency and proactive communication acts as a primary foundation in building meaningful relationships and bolstering consumer trust.

Here are a few examples illustrating how customers now depend on active and open communication to establish trust with modern brands:

Immediate Responses Put Customers at Ease

After a year of uncertainty, customers are seeking not only a seamless experience but a sense of accountability and direct guidance from their favorite brands. Because customers relied on some companies and products throughout the pandemic, they feel a sense of loyalty toward these brands that they feel should ultimately be reciprocated. 

In a recent example, Peloton experienced backlash after waiting weeks to issue a recall on its popular Tread+ model. The initial controversy began after a child’s death was linked to an accident involving the treadmill, inciting concerns about the safety of the product and sparking a warning from the US Product Safety Commission. 

However, Peloton decided to delay its response and deny an immediate recall of the product, which some say endangered both its sense of community and overall trust with customers. In addition to the alleged $165 million in sales the company is expected to lose, analysts are more concerned about the company’s image and critical ‘brand health’ that may indicate negative long-term consequences for consumer trust.

While this incident was likely a tragic accident, Peloton’s delayed and shaky response represents a breach of trust and diminishes any established mutual customer relationship. Because customers expect proactive and open communication, any delay in response can be deemed a mishandling. In a recent Adweek profile, New York University Professor Allen Adamson notes that “Even if a brand feels it’s being unfairly blamed when an accident strikes, the default response should always be to go ‘above and beyond what’s expected.’” Therefore, in this case, the company should have taken action to put its customers at ease and support them during this critical moment. 

Keep Customers In The Loop

Beyond offering a sense of guidance and support during serious moments, proactive communication also allows customers greater access to instant updates and important order or product information. 

During the pandemic, many companies dealt with major supply chain issues, leading to extensive delays and product shortages. While it was largely a product of unexpected increases in demand and customers gradually did become more aware of these delays, they still expected companies to initiate some sort of update on the status and progression of their orders.

However, home goods companies like West Elm were recently criticized for poorly communicated and inefficiently handled delivery timelines. Some customers noted that the brand actively withheld communication from customers and avoided interactions, describing it as ‘holding the order hostage.’ Additionally, after the company promised new dates, rush orders, and specific shipment windows, one individual chose to cancel their order and only received a refund after a total of 22 emails.

This kind of inefficiency could have been alleviated by a greater sense of open communication and proactive guidance. While these kinds of delays were likely unavoidable in some cases, persistent updates and dialogue from the company may have avoided some frustration. Additionally, achieving high levels of customer trust is paramount in maintaining meaningful customer relationships, and actively withholding communication will diminish this sense of authenticity and hurt the brand’s reputation.

Why Open Communication Matters

While no company is perfect, accountability and honesty can at times override these occasional mistakes. However, without any form of communication or guidance, customers can no longer give a brand the benefit of the doubt.

If customers cannot understand the problem, or ensure a solution is in the works, they are unlikely to cut the company any slack. Additionally, once this trust is initially lost, it becomes extremely difficult to win back. As we’ve seen in the past year, customers have been through a lot — but they are still willing to cooperate with companies who establish a mutual sense of trust and facilitate proactive communication and support.

In outlining these examples, we can work to understand how customers perceive brand communication to create a guideline for future success. Although companies will always struggle with unexpected obstacles and circumstances, working to facilitate open communication will establish a sense of trust that persists during times of crisis. 

Photo by Jozefm84 Pixabay