Have you ever called a company to resolve a problem and felt that the attendants were unprepared or didn't know what to do? Or have you ever worked somewhere and found yourself in this situation? When a customer contacts you with an issue, sometimes it gets passed around to multiple departments and, even worse, the issue goes unresolved, leaving the customer unhappy and causing them to have to call again.
It's as if each person is playing “cordless phone” with completely different phrases. It's a mess when the team doesn't have a clear message and everyone becomes uncoordinated.
Today, I want to delve into the enchanting universe of Integrated Marketing Communications (IMC) and share how this approach can catapult our brands to new heights.
The objective of CIM is to ensure that all channels are aligned and offer the public a pleasant service. A person cannot be received one way over the phone and receive a completely different service on another communication channel, the standard of service must be maintained at all points of contact.
Whether on social media, on the website, at events or even on the packaging of our products, each message intertwines, creating a brand experience that transcends isolated communication.
The Expresso Maximino has been planned to offer a differentiated experience with CIM, both on the Website and on marketplaces.
We believe that by joining forces with partners, we are creating a synergy, it is a step towards a more connected, more authentic future.
In the article published on the Zendesk Blog, it explains how to implement an integrated communication project. Before integrating communication, it is essential to ensure that it represents your business. For this to happen, your messages need to be relevant to your audience and, at the same time, they must make them recognize your brand through the way your company communicates.
To add value to your audience, it is important to define a persona, that is, an ideal fictional character created based on real data and that represents your consumers.
This action is important because it is impossible to generate identification with customers without understanding what they want, knowing their objections and needs.
To complement this, the publication made by FSB Communication reinforces the importance of integrated communication for companies.
The market is constantly evolving. Knowing this, it is important to have mechanisms that guarantee quality in the communication process. Adopting integrated communication brings several benefits, which is why it is important that you know some of them:
Helps prevent noise and inconsistent information;
Reinforces the brand's image among its audience;
Impacts the perception that customers have of the company;
Reduces chances of internal crises;
Builds solid brand positioning;
Reduces rumors among the internal public.
Nowadays, organizations that do not have an integrated communication strategy may be faced with a scenario of uncertainty and not have effective results. With the constant evolution and competitiveness of the market, companies find themselves in the need to innovate, change and adapt. constantly adapt.
After all, when the consumer doesn't have a good experience, they simply look for other options on the market.
In another article published on the Zendesk Blog, it specifies how customer communication problems can impact the relationship between company and consumer in different ways.
Receiving incorrect information regarding price or delivery time, for example, tends to increase the level of customer dissatisfaction, negatively affect the brand's image and encourage the buyer's migration to a competitor.
The list of those considered most recurrent are:
Not having a good communication plan;
Not knowing the product and/or service being negotiated;
Not being able to express, with words, what is in thought;
Not using the appropriate language for each consumer;
If you neglect the vocabulary used;
Lack of empathy during care;
Having only one, or a few, service channels.
Overcoming these challenges requires a strategic approach, collaboration between teams, constant monitoring of the marketing environment and a mindset of continuous adaptation to changes in the market and technology.
We believe that a consistent message has a big impact. We want every point of contact with you to reflect this. When expanding to marketplaces, our goal is to offer an integrated experience, where each interaction tells a true story about Expresso Maximino.
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