Communicate professionally and efficiently digitally

Crafts 4.0: According to recent studies, most customers prefer digital channels for communicating with companies. What should businesses pay attention to? How can they save time and money through clear concepts?

This article is part of the special topic Digital Crafts

At least since Corona, the Communication with customers on the Internet shifted: In a study by Convios Consulting on behalf of GMX and Web.de Nearly 72 percent of respondents in November 2020 said that they prefer to communicate with companies via emailThis is a particular challenge for craft businesses, as communication on the Internet is subject to its own rules. Customers expect short response times, and the lack of nonverbal signals increases the likelihood of misunderstandings – especially in emails or on social media. But with the right communication strategy, Craftsmen the chance to inspire customers online.

Information in seconds

Craftsmen and customers alike benefit from the greatest advantages of digital communication: News can be read or written anywhere and at any time of day on smartphones, tablets and PCsOnce sent, all information reaches its destination in seconds – and much more cost-effectively than conventional mail. It's also a huge advantage, especially for tradespeople, that they're not constantly interrupted by phone calls.

Craftsmen should choose their digital communication channels based on their target groups: Emails are standard in most cases, for some customer groups social mediaas Instagram or Facebook, a good addition. But also GDPR-compliant messengers can be useful, for example ThreemaCompanies offer a special service by offering a chat function or a chat bot directly on their own homepage.

"The goal of digital customer communication should always be to strengthen your company's image through a professional image."

You might also be interested in:

Operations management

Federal government subsidizes charging stations at apartment buildings: also for SMEs

Operations management

AI-powered website builder for craft businesses

Craft policy

New recruiting campaign for guild opticians

Digital communication saves time

With a suitable digital communication strategy, Craft businesses the opportunity to optimize their efficiency. There are several starting points for communication on the Internet: Answers to frequently asked standard questions can For example, craftsmen can provide information in an FAQ section on their homepage (Frequently Asked Questions). This often significantly reduces the volume of messages. For some trades, a Online appointment calendar or reservation system the volume of messages considerably.

If customers do approach the company digitally, they should automated responses inform you directly that the message has been received – and will be answered promptlyThis saves tradespeople some time, and customers feel better knowing that their request has not been lost. To save time in responding, tradespeople should Pre-formulate several text modules, which can then be combined and individually adapted as required.

And even if mistakes are human, the best impression is left by messages where Content and spelling shine through error-freenessEnabling automatic spell checking in your text and email programs is often a helpful first step. Having colleagues proofread your text helps identify any possible typos.

Competence across all channels

For the Companies should reserve some time every day to answer digital messagesto provide customers with offers, photos, explanations, or requested documents. When changing employees are responsible for answering customer inquiries, a Customer relationship management system (CRM) This is a valuable service. All previous invoices, projects, and communications are stored here, so employees are immediately up-to-date with every customer.

On the customer side, it is usually a very positive experience if the request or problem does not have to be explained to each employee. To create a competent impression, it is particularly important that Craftsmen document every contact with all conversation contentThis also helps when customers change communication channels—for example, from emails to telephone inquiries or vice versa.

increase customer satisfaction

The Goal of digital customer communication should always be that to strengthen your own corporate image through a professional imageThis is best achieved when tradespeople answer all inquiries promptly, courteously, and competently. When businesses professionalize their communication in this way with a clear concept, it is an important element for increasing customer loyalty and satisfaction with simple means.

Checklist: Digital customer communication

1. Formulate goals: Define individual goals you want to achieve when communicating with customers. Because every message you write is simultaneously a form of image work that influences how your company is perceived.
2. Define target groups: Determine the tone and language of your messages based on the trade, industry, and target audience. For successful communication, for example, you should address older people differently than younger people.
3. Distribute tasksDefine responsibilities and tasks. Who is responsible for telephone inquiries? Who responds to questions and comments on social networks, messenger services, or via email? Communication training for your employees is the best way to practice important communication strategies.
4. Show speed: Increase customer satisfaction with prompt responses. Inquiries should not remain unanswered for longer than 24 to 48 hours on business days. If it takes longer, you should send a brief interim message indicating that a response is being processed and will follow shortly.
5. Define rules: What linguistic tools can you use to convey high quality and professionalism in your digital communications? For example, addressing customers personally by name instead of "Dear Customer," using appropriate "you" (you), and using a respectful and appreciative tone. When communicating with private customers, you should avoid unfamiliar technical terms if possible, or explain them.
6. convey added value: Avoid simply praising services and products in your messages. Instead, communicate the added value for the customer: What are their advantages if they purchase your products/services? And what concrete benefits do your products/services bring them?
7. Stay authentic: Gain your customers' trust through honesty and authenticity. This includes addressing potential problems early and openly. Put yourself in your customers' shoes to better understand them.
8. Manage complaints: When customers leave negative reviews on social media, you should view this as an opportunity. Resolve justified complaints quickly and to the customer's satisfaction. If you then offer a small compensation—for example, a "goodie" or a discount voucher for the next order—critics often become fans through high-profile publicity.

Tips: Send successful emails

• Clear subject line: Avoid generic subject lines like "Your Inquiry" or "Quote." Instead, use more descriptive lines like "Your Inquiry for Roof Repair" or "Quote: Bathtub Replacement."
• Clear communication: Keep your texts as short as possible while providing the recipient with as much important information as possible to avoid misunderstandings or follow-up questions.
• Attractive formatting: Avoid overly long blocks of text, as this quickly becomes confusing. Instead, structure your message into several paragraphs that build on each other in terms of content.
• Correct spelling: Use the automatic correction feature in your email or word processing program, keep a Duden dictionary next to your PC, or visit duden.de if you have any questions.
• Short quotes: When replying to a message, you should quote short passages from the original message. This way, the reader will immediately know what you're referring to.

DHB now also digital!Simply click here and register for the digital DHB!