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Fragmented communication harms the customer experience

This article was based on the interview with John Kim of SendBird by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

The relationship between brands and customers is increasingly complex, characterized by a multitude of communication channels and touchpoints. The fragmentation of communication can significantly detract from the overall customer experience. Let’s explore how disjointed messaging from various departments within a company can lead to customer frustration and disengagement, ultimately harming brand loyalty and sales.

The modern consumer is inundated with messages from brands across various platforms. From emails and SMS alerts to push notifications and voicemails, customers often find themselves bombarded with information, much of which may be redundant or irrelevant. For instance, a parking application might send an email confirming payment, followed by an SMS reminder about the remaining time on the meter, and then a push notification urging the user to extend their parking. While the intention behind these communications is to keep the customer informed, the reality is that excessive messaging can lead to annoyance and overwhelm. This is especially true when customers are already navigating issues such as product delivery delays or customer service frustrations.

The fragmentation of communication is often a symptom of siloed operations within organizations. Different departments—marketing, customer support, and sales—tend to operate independently, each with its own goals and metrics. This lack of coordination can result in a disjointed customer experience where the customer receives conflicting or excessive information. For example, a customer who is dissatisfied with a product due to delivery issues may receive promotional messages from the marketing department encouraging them to make additional purchases. This not only fails to address the customer’s immediate concerns but may also exacerbate feelings of frustration and neglect.

Moreover, the podcast emphasizes that while companies aim to keep customers informed, they often overlook the fine line between being informative and being overwhelming. The best intentions of informing customers can backfire when the volume and frequency of communications become intrusive. Brands must recognize that an informed customer is not necessarily a satisfied customer. Instead, the quality and relevance of the information provided play a crucial role in shaping the customer’s perception of the brand.

From a strategic perspective, companies must take a holistic view of the customer experience. This involves breaking down silos and fostering collaboration between departments to ensure that all communications are aligned and serve a common purpose: enhancing the customer experience. By adopting a more integrated approach, brands can develop communication strategies that prioritize the customer’s needs and preferences. This might include personalized messaging that takes into account the customer’s history and current interactions with the brand, rather than generic promotions that may not resonate.

Effective communication is vital for brands seeking to build lasting relationships with their customers. As the podcast with John Kim illustrates, the key lies in delivering relevant, personalized, and value-driven messages that resonate with customers. In a world where customer expectations continue to evolve, brands that prioritize effective communication will not only attract but also retain loyal customers, ultimately contributing to their long-term success. By addressing the pitfalls of fragmented communication and implementing thoughtful strategies, companies can foster positive engagement and create a more cohesive customer experience.