What are communication channels?
Communication channels are points of contact through which customers contact a company or corporate messages are communicated in a targeted manner. Digitalization in particular opens up a variety of new opportunities to reach customers, which at the same time requires new strategies. One important keyword is multi-channel strategy. Several channels, usually classic and digital in combination, are used simultaneously in order to successfully implement marketing measures. The prerequisite for any communication steps is, of course, a target group definition and a clear approach to the customer.
Classic communication channels
First, let's look at the classic communication channels. In addition to new, digital channels, these have not lost their importance. Your influence on potential target groups is too important and effective. No matter how scalable messages are using digital media, it is hard to avoid using tools such as setting up a network, visiting relevant trade fairs or using a telephone. The most important traditional communication channels are listed below:
telephone
The telephone is probably one of the most frequently used communication channels in companies. You can be reached almost any time and therefore exchange information quickly. This shortens the flow of information enormously.
Telephoning is also an important tool for building relationships. Customers are directly advised about new offers and products. But not only in Sales It makes sense to be available by telephone; it also works well in customer service.
Personal/Network
Personal conversations usually take place in shops or showrooms, wherever customers, business partners and companies meet. If a company is increasingly using personal contacts as a communication channel, it is worthwhile to train employees in conversation techniques and to work together on language practices in the company (“corporate language”).
Networking in particular can have a major, desirable effect on companies. Nothing replaces a well-maintained network and positive word of mouth is worth its weight in gold for a company. That's why you should always make sure to get in touch with contacts regularly — even digitally. These discussions should include goals, achievements, ideas and challenges. It is important to ensure that you are also interested in the experiences of the interlocutor and not exclusively express your own interests.
Letters/mail
Postal items, which are ideal for certain advertising measures and messages, are also effective. It is important to weigh up how useful such actions actually are for your own product or company. Standardised flyers are often ignored and yet countless messages are still printed on high-quality glossy paper and distributed in private mailboxes. In some cases, however, flyers, letters or catalogues in the mailbox also have an effect. If a customer is actually interested in or at least open to the product or service, a relationship can already be established by sending a mail, because with a flyer in hand, the (potential) customer is more willing to get in touch or remember the company when necessary.
print magazines
One of the best-known classic channels is advertising in print magazines. When leafing through these, you sometimes discover very impressive campaigns that are easy to memorize in the minds of (potential) customers. Based on target group analyses carried out, you know which magazines are being read by customers and position your own message in exactly these print media.
Fairs and events
Various trade fairs and events are also considered important communication channels and can be seen as part of personal communication. However, since trade fairs require special preparation and visitors are generally open to information and looking for new contacts, this point is mentioned separately. If you are at a trade fair, whether you are a guest or an exhibitor, business cards, flyers and contact forms should always be available. In the best case scenario, this is where you meet new partners or customers and can further expand your own network.
Digital communication channels
With the Internet, there were also new opportunities to communicate with each other. There is no doubt that companies now have significantly more touchpoints at their disposal than they did before the digitization wave. Whether it's emails, social media, websites, search engines or chatbots — customers, partners and employees can be addressed more quickly and efficiently. Just imagine: While recording radio commercials or creating advertising campaigns used to be complex and expensive, the distribution of advertising messages is now faster and cheaper than ever before. All you need is a smartphone and you can shoot pictures and videos for social media or simply record expert podcasts. In addition, very precise target group segmentation can be carried out. It is therefore all the more important to find the right address and to offer users adequate added value.
All important information about digital communication channels can be found below.
emails
E-mails are still an extremely important communication channel for companies. Hardly any other tool is as efficient and flexible at the same time. Recipients receive emails on smartphones and their computers at any time, but they are only read and answered when you have the time and desire.
E-mails are used for general exchange of information, for sending Newsletters, for communication within the company or for customer service. But simply sending an email, of any kind, should never be sent clumsily as a generic mass medium. The content should be written in a target-group-specific and personalized way to attract the recipient's attention and increase customer loyalty.
chatbots
chatbots are particularly important as a communication channel, as customers usually seek targeted contact with the company in order to address their concerns. For customer satisfaction, it is therefore important that the customer is picked up in the best possible way. This means that questions asked must be answered quickly and competently. In an online shop or on a website, this is easily possible with a chatbot - and even very cost-effective and uncomplicated. If content such as answers to questions and corporate language is maintained correctly, customers in particular benefit from the quick and helpful answers and that is what every company wants: satisfied customers. But chatbots also make a real difference for employees internally, e.g. in customer service or online marketing: By answering questions at any time — especially recurring ones that take up a lot of time from customer service, chatbots create new freedom and more time for employees so that they can address complex concerns and advice that require human support.
video calling
Since the corona pandemic at least, video calls have been an important part of our everyday private and professional life. They come very close to personal conversations, as you can also address body language, facial expressions and gestures. This is particularly interesting for interlocutors who are on different continents and are separated by time zones. Customer service can also handle customer concerns using video telephony and at the same time promote closeness, trust and, in the best case, even sympathy.
social media
Social media platforms such as LinkedIn, Facebook, Pinterest or Instagram have long since stopped serving as advertising platforms on which users consume content. The exchange between companies and customers, which takes place through comments but above all via chats, is far too important. Users often maintain their own social media presence, which gives communication a personal touch. In order to increase customer reach, several platforms should be used simultaneously.
corporate website
Finally, let's look at the company website as a communication channel. Here you can find all important information about the company, contact details, trade fair dates or even current offers. It is considered one of the most important tools for targeting customers. The company website also summarizes all communication options for customers, prospects and partners so that they can choose their preferred medium. A corporate website is the company's single point of truth which customers, business partners and employees should always be able to orient themselves to.
What are the tasks of communication channels?
Communication channels are primarily used to mediate:
- promotional messages,
- customer service /Customer Support,
- complaint management,
- internal communication,
- guidance
used. Certain channels, such as social media, are also being used more and more frequently to attract and retain employees. In any case, the right approach is important, as is the application of a multi-channel strategy to increase reach and reach the target group on the right channels.
conclusion
Traditional communication channels such as telephone, networks, print magazines and trade fairs will probably never completely lose their relevance. At the same time, digital media open up a whole range of new opportunities to get in touch with customers, partners and employees. These must, of course, be maintained and optimized to such an extent that contact partners benefit from continuous availability and partial automation. Whether it's email, personal contact or chatbots, individual approaches and optimal problem-solving approaches are essential in any case, because the needs of customers must be identified, understood and satisfied. This is the only way to increase customer satisfaction and retain the customer with the company in the long term.
