Best Practices

Best Practices for Customer Communication

Companies doing business online, especially those selling digital products and services, face many unique challenges. One of the most critical is effective communication with prospective and current customers. Reach more customers with our proven best practices in customer communication.

There are numerous best practices for effective customer communication that digital businesses can adopt.

Reinforce the benefits of your service and company in every communication: Email is often the primary source of contact with your customers and users. It is important that people actually take the time to read your email, and that is much more likely to happen if they receive value from it. This value can be as simple as providing tips to increase efficiency or updates about new content that is of interest to the user. A billing notification or receipt can easily include a personalized message, upgrade offers, as well as relevant links to user’s subscription billing history page.

Recognize the power of clarity and transparency in your communications: In a payment-method-required free trial program you might expect to see maximum conversion of trial users to paying customers if you do not communicate your intention to charge the customer prior to the end of the trial period. However, if you do not clearly communicate what actions your company will be taking, you should expect a higher rate of chargebacks and an overwhelmed customer service organization. This results from a subset of customers misunderstanding the terms of the trial and not expecting to be billed. In contrast, being clear and upfront in your communications does not take away from your true conversion percentage, and will increase the satisfaction and utilization for trial users.

A clear chain of communication with users makes it easier to defend any chargebacks that may occur due to friendly fraud: Any email that you send should have a link to opt out of future notifications and/or instructions on how to cancel an account. This allows your customers who no longer want your product/service to leave on good terms and potentially return at a later time. But before a customer leaves, having a simple exit questionnaire and a retention plan in place will help improve both your offerings and your bottom line.

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