Proactive Communication Strategies for Bottom Line Results!

Welcome to the 22nd century! Oops; while we are physically still in the 21st century, technology has enabled us to communicate like we are far ahead of our time. Without the benefit of a crystal ball, no one knows exactly what the future holds, but technology has and will continue to shape the way we communicate, market our products/services and conduct business. There are few initiatives that are as cost-effective and yet as vital to our company's success as a comprehensive communications program, so it is imperative we use this tool proactively to enhance our businesses and grow our organizations profitably.

As technology has improved it has enabled businesses to reach out to targeted audiences around the globe, but the time has come to use technology to customize our communications and better target our messages to ensure we are connecting with our customers and employees in an effective and engaging manner.

The purpose of communicating is to establish connections and then turn those connections into relationships. The more engaged someone is with a company, the more likely they are to stay connected (loyal). To develop effective relationships your engagements should be designed around a two-way dialogue system.

Most successful companies have some type of external communications program enabling them to market and advertise to their customers, but where many programs fall short is they fail to engage their audience. Their communications tend to be focused outward- and do not provide a formal mechanism for soliciting input and feedback from customers. Everyone talks about customer loyalty, and yes repeat customers can be more profitable than new customers, but most loyalty programs are focused on giving offers and deals, but they rarely solicit suggestions, feedback or ask for ideas from customers.

Modify your current program to include a customized program where you target your messages, you time and style your communications in a way that works for that individual customer and you ask them to participate in growing your company, improving the quality of your products/services and you solicit their ides for innovating. Some key questions to consider are: what features/benefits would they like? What are they willing to pay for? How can doing business with your company be easier, more enjoyable? Consider using surveys, customer participation/advisory panels, innovation committees, and idea forums as an excellent and profitable way to engage your customers.

A good external communications program will enhance customer relations, drive engagement (sales), increase customer retention, differentiate your company from your competitors, and improve quality.

In addition to communicating regularly with your customers you need to have an internal communications program to engage and keep your employees informed. The more informed your employees are the lower your turnover and higher your productivity. It is imperative that all employees understand your company's vision, mission, core values, strategy and goals. Communicating this
big picture" of your company's growth yearly will help keep employees focused and engaged. Additionally you should share your company's financials and revenue goals quarterly, so employees understand where the company is headed and what their role is in achieving the outlined growth objectives. Create monthly communications that discuss the immediate (3-6 month) strategy and goals of each department and the entire company.

Continuously communicate to your employees their role in achieving the designated company and department goals. Let them know how their skills and talents contribute to the organization. Include them in the feedback you receive from your customers and solicit their ideas and suggestion on how to improve your customer service. Ask them what are reasonable sales and revenue goals? Ask them to participate in cost cutting initiatives and ask them what processes and procedures could be improved. The more participation your employees have the more vested they will be in helping achieve the company's goals.

In addition to staff meetings and surveys, consider creating employee committees. Employees from all areas of the company are solicited to participate on internal committees with regards to product/service launches and improvements, customer relations, strategy and growth initiatives just to name a few. The more informed and engaged your employees, the lower their stress and the higher their productivity.

In addition to both internal and external communications programs, your company needs to have specific guidelines regarding social media. While most organizations have some presence established with various social media sites, it is important that company leaders are maximizing their presence in a proactive, informative and consistent manner. Your company's reputation is one of your organization's most valuable assets and you need to protect that asset as much as possible; it is easier and less expensive to manager your reputation than try to correct it once it has been tarnished.

Technology is a tool that enables us and provides a wide array of opportunities, but it is not a substitute for talking/asking and providing feedback. Communication 101 is still a vital and necessary component for your business to succeed. Develop and implement proactive communications programs and watch your business grow, profitably!

As business advisors, Center Consulting Group specializes in working with businesses and organizations focused on improving their business practices. Proven results include increasing profits, reducing employee turnover, increasing client retention, and improving quality and productivity through strategic initiatives. Services offered: consulting, training, seminars, and keynote speeches.


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