These days, retailers have multiple platforms they can use to reach out to customers in a variety of formats. Thanks to technology tools, retailers can use data and automation to personalize offers and streamline the process of delivering marketing messages and other types of customer communications. But with all of the digital channels that are available today, it's important not to forget the power of the human voice.
There's something compelling and irresistible about the sound of a human voice; voices have a quality that makes listeners pay attention in a way that plain text or images just can't match. Here are five customer communication scenarios when retailers should strongly consider using personalized voice messages to reach out to customers:
By customer request: Many customers prefer to receive personalized voice messages rather than email or text, and virtually all customers love choices. Give them options, and use voice messaging for customers who request it. Doing so shows customers that you know their preferences and value them as individuals.
For crisis communications: If you have to deliver bad news (notice of a data breach or news of a store closure due to a natural disaster) a personalized voice message can do more than just give customers the facts; it shows that you're on top of the situation and that you care enough about the customer to engage with them in a personal way.
As part of a loyalty program: If you're tracking visits or purchases as part of a customer loyalty program, a personalized voice message can be a great way to reconnect with a customer who hasn't been in touch lately. A simple "we've missed you" message can inspire the customer to stop by your store or visit your website.
To reinforce a celebrity association. Retailers who work with celebrity spokespeople are saying something important about the company's brand, associating their business image with the celebrity's. Having the celebrity record a voice message is an excellent way to underscore the connection.
For time-sensitive communications. Personalized voice messages are a great way to connect with customers to deliver time-sensitive information, such as alerts about upcoming promotions. Voice messages can be sent across multiple channels-phone, text, email, etc.-a few times a year to convey more urgent messages.
Building great relationships with your customers isn't a one-time event; it's a long-term commitment. Every customer is unique, so it's a good idea to give them choices and to honor their preferences. It's also important to make sure you reach them quickly when there's time-sensitive information to communicate and that your campaigns reinforce your brand.
As you're putting together your customer communication strategy, don't forget to leverage the power of the human voice. A voice messaging strategy can help you connect with customers in a highly personal, compelling way and drive higher sales and greater customer loyalty.