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 feature on digital craftsmanship.

Since the COVID-19 pandemic, customer communication has shifted significantly online : In a study conducted by Convios Consulting on behalf of GMX and Web.de in November 2020, almost 72 percent of respondents said they preferred to communicate with companies via email . This presents a particular challenge for trades businesses, as online communication follows its own set of rules. Customers expect quick response times , and the lack of nonverbal cues increases the likelihood of misunderstandings – especially in emails and on social media. However, with the right communication strategy, tradespeople have the opportunity to impress customers online.

Information in seconds

Tradespeople and customers alike benefit from the greatest advantages of digital communication: messages can be read or written anywhere, at any time of day, on smartphones, tablets, and PCs . Once sent, all information reaches its destination within seconds – and at a significantly lower cost than traditional mail. For tradespeople in particular, it's also a major plus that they aren't constantly interrupted by phone calls while working.

Tradespeople should tailor their choice of digital communication channels to their target groups: Emails are standard in most cases , while social media platforms like Instagram or Facebook are a good supplement for some customer groups. GDPR-compliant messaging apps , such as Threema , can also be useful . Businesses offer a particularly valuable service by providing a chat function or chatbot directly on their website.

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

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Digital communication saves time

With a suitable digital communication strategy, craft businesses have the opportunity to optimize their efficiency . There are several starting points for online communication: For example, tradespeople can provide answers to frequently asked questions in a FAQ section on their website . This often significantly reduces the volume of messages. For some trades, an online appointment calendar or reservation system can also considerably reduce the volume of messages.

If customers do contact the business digitally, automated replies should immediately inform them that the message has been received and will be answered promptly . This saves tradespeople time, and the customer feels more secure knowing their inquiry hasn't been lost. To save time when responding, tradespeople should pre-write several text modules that can then be combined and customized as needed.

And even though mistakes are human, messages that are flawless in both content and spelling make the best impression . Activating automatic spell check in your word processing and email programs is often a helpful first step. Having colleagues proofread your work afterward helps to catch any careless errors.

Competence across all channels

Businesses should set aside some time each day to respond to digital messages , providing customers with offers, photos, explanations, or requested documents. If different employees are responsible for handling customer inquiries, a Customer Relationship Management (CRM) system is invaluable. This system stores all previous invoices, projects, and communications, ensuring that employees are immediately up-to-date with every customer.

From the customer's perspective, it's usually a very positive experience if the request or problem doesn't have to be explained to every employee. To project a competent image, it's particularly important that tradespeople document every interaction, including all conversation content . This is also helpful when customers switch communication channels – for example, from emails to phone calls or vice versa.

increase customer satisfaction

The goal of digital customer communication should always be to strengthen the company's image through a professional presentation . This is best achieved when tradespeople answer all inquiries promptly, courteously, and competently. When businesses professionalize their communication in this way with a clear strategy, it's a key element in 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.

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