To ensure that communication across multiple channels doesn't consume too much time and personnel resources, tradespeople should consider a clear communication strategy. (Photo: © everythingpossible/123RF.com)
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Digital Crafts - Theme specials
December 2018
Industry 4.0: Businesses today use many digital communication channels. But which channel is suitable for which occasion? And how can your communication become the face of your business?
Business communication with customers and employees is now completely digitalized: Even landline and smartphone calls are technically conducted over the internet, along with many other channels such as WhatsApp, Facebook, emails, and video calls. To ensure that communication across multiple channels doesn't consume too much time and personnel resources, tradespeople should consider a clear communication strategy. At the same time, good communication is always a part of building a company's image.
For exchanging particularly important content on digital channels, personal communication via landline, smartphone, or video call is generally recommended. A study conducted by Western University in Ontario in April 2017 demonstrated that personal communication is up to 34 times more effective than email. Credibility and trust can be better built in face-to-face conversations than in written texts. Another advantage of direct communication: conversations are much faster, more direct, and also allow for follow-up questions. Video calls via smartphone or Skype are even more personal because you can see the person you're talking to. Written texts, on the other hand, usually require more detail, leave room for misunderstandings, and the recipient's response takes time to arrive.
Nevertheless, communicating with customers or business partners via email makes sense – for example, if the recipient is difficult to reach or needs time to think about a response. Emails with a short cover letter are also suitable for sending documents, offers, or invoices. If the parties have known each other for some time, there is nothing wrong with communicating via written messages. In this case, credibility and trust are already established. Anyone who receives an email should respond within two to three days at the latest. Even if it is just a brief update on the status or a request for patience. This way, everyone involved knows that the request has been received and is being processed.
Social media platforms like Facebook, Xing, Google+, and Twitter offer craft businesses not only opportunities for communication but also free marketing opportunities. These services are ideal for informing customers about new products, services, promotions, or current offers. Since interested parties usually connect directly with your business's profile, wastage is minimal. These networking and recommendation effects represent a major marketing advantage: social media can be used for direct dialogue with existing and new customers who would not have found your business through other means.
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However, social media also always requires a significant investment of time for updates and answering questions and comments. As a rule of thumb, up to eight hours per week must be scheduled for digital relationship management if it is to be successful. Timely responses are expected here, too, because the internet is a fast-moving medium. Furthermore, public communication carries certain risks: When customers raise complaints on social networks or express negative opinions about your company, it's important to keep a cool head. Targeted crisis management is then required: Justified complaints should not only be handled quickly and professionally but also include additional compensation. After all, satisfied customers are the best ambassadors everywhere.
Companies should exercise particular care when communicating in written form, such as emails or social media: If texts contain spelling mistakes, customers subconsciously draw conclusions about the quality of the company's work. The website Duden.de can be helpful for ensuring correct wording, as can employees who quickly read through the document.
When it comes to digital communication with your own employees, a mix of channels is recommended: In addition to discussions via smartphone and telephone, information and photos can be exchanged in seconds via messaging apps such as WhatsApp or Threema. Employee groups can also be defined here, where questions can be quickly clarified among themselves.
Communicate better digitally
1.) Goals: Formulate clear goals that you want to achieve with your communication with customers, employees, and business partners. Every communication process is also image work and influences how your company is perceived.
2.) Target groups: Define target groups and basic communication strategies. Young people want to be addressed differently than older people, and employees want to be addressed differently than customers or business partners.
3.) Communication channels: Which channels are best suited for your business? How realistic is it to be reachable on multiple channels simultaneously in the hectic workday? And how can you ensure timely responses?
4.) Previous knowledge: If you're new to social media, you should acquire some prior knowledge—e.g., through trade magazines, books, or the internet. Experiences from other companies can also be helpful.
5.) Synergies: Does your company already use individual social media platforms, such as blogs, Twitter, or YouTube? Then you should consider how these channels can be effectively integrated to create synergy effects.
6.) Assign tasks: Define areas of responsibility and tasks. Who will respond to phone inquiries? Who will handle questions and comments received via email or social media? Who will create text and photos for social media channels?
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