Communication is a HUGE part of Customer and Employee Experience

Why Communication is a HUGE part of Experience

There is so much bad communication out there. Not just a little bad, but really, really bad.

Yes, customer experience is part science and some art, but communication is one of the biggest pieces of the puzzle.

Without communication, there is no action. I find that a big area to tackle within any customer experience initiative is not just customer communication, but employee communication, as well.

A few observations on poor choices in communication:

1. Communicating for communication’s sake.

Don’t say something unless you know why you’re saying it. Do you want someone to take an action? Would you like the reader to support a change? Be clear in what you want. Influence behavior by stating what the reader should do with the information. This is especially prevalent in internal communications. Manager A has been asked to lead a project and feels it’s important. So let’s tell everyone about it! Before you do so, ask yourself: WHY? What goal does this have?

2. Letting the wrong people communicate.

Social media is filled with this. Nestle Facebook, anyone? Don’t let the 22-year old in the office with no experience in communication or strategy own your voice with your customers. ‘Nuff said.

3. Assuming certain types of communications aren’t important.

Dear programmers, I love you. You are a vital part of the online experience. But, please, ask for help when crafting user-facing error messages. I don’t know what ‘Error Code BXY-42′ means.

4. Hiring communicators based on skill sets instead of who they actually are.

Communication is full of big and small judgment calls. How many call center reps are hired based on technical knowledge but get snippy when a customer isn’t as technically savvy as they are? How many front-line agents are even reviewed for communication skills? Not enough, in my opinion.

5. Communicating too much or not enough.

When EVERYTHING is important, nothing is important. When you don’t communicate honestly about the topic everyone is discussing anyway, whether it’s potential lay-offs internally or a falling stock price externally, humans will fill in the blanks. Typically, we go to the worst-case scenario.

Communication is a balancing act and one that requires thoughtful attention. Too often, it’s seen as an afterthought and left to whoever happens to string sentences together the best. Take care in knowing how much influence it actually has on the entire experience.

I’m sure there are some other great examples out there. What would you add to this list?

Lynn Miller

Great post! The bad part of not communicating enough is the "noise" in people's heads that create a story that is not at all factual. Look forward to how the art of asking great questions can help improve the customer experience.

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Stephanie T.

So often the client experience hinges *not* on the provider's technical ability, but on his or her communication ability. One inappropriate remark, joke or comment from within an organization toward a client can completely destroy a long-term, otherwise positive business relationship. And remember, you are *always* communicating, either to or in support of a client experience!

Perhaps the only thing worse than communicating poorly is not communicating at all when there are sensitive discussions that must be held. You cannot bury your head in the sand and hope problems will just fix themselves.

Thanks for another good post!

Sarah Gore

Ahhh I would add the ole "stretching of the truth" in any form.

1. Best (blank) in the world.....cheapens every message.
2. Small print....this is where the truth is printed. Avoid if possible. Your message either is or it is not.
3. Call for details....this means you are going to tell me something that negates what the headline said.
4. Award winning....if it is, be prepared to back it up.
5. Unique, one of a kind....is it really both of those because they are one in the same and I am sure I can find it some where else.

Statements that stretch the truth set an unreal expectation that generally ruins any chance for a trusting relationship. Right off the bat the potential customer has a negative vision of a company and that is hard, if not impossible, to recover from.