Customer Communications Blog

In today’s digital marketplace the global economy is bigger, more connected, and more integrated than it ever has been before. Customers have access to brands all over the world with the click of a few buttons. As such, there is a huge variety of potential customers and audiences that brands and organizations could reach with the right messaging positioned in the right place, at the right time. Understanding the differences between audience groups and market segments can aid in crafting a customer journey that is unique to the organization, suited for the industry, and designed to optimize the customer experience. Customer journey’s already exist in every brand and organization, but how different companies design and utilize these journeys is what truly stands out.

The modern economy is consumer-centric. There are many reasons that the buying power, so to speak, has shifted into the hands of the consumers over the past few decades. Regardless of the roots of this trend, however, is how it impacts the modern economic landscape. Organizations that learn about their customers and their target audiences have a better chance of creating impactful and resonant messaging that actually drives consumer behavior. In this effort, it helps to understand the digital mindset of the average consumer, as well as other factors that contribute to consumer behavior. With this information, organizations, business leaders, and decision-makers are equipped to design smooth customer journeys that make life easy for everyone involved.

The modern day economy is vastly different from what it used to be. There are a number of factors that have led to an evolving marketplace and what we have today is the cumulative result of generations and generations of these evolutions. One of the most recent evolutions the economy saw was in the swift acceleration into the digital era. The world has been transitioning to more virtual-focused operations for a number of years, but the past three years specifically, changed the workplace entirely. This drastic change came about in the wake of the global pandemic. Forcing organizations to close their doors, or transition to remote and virtual operations entirely, brought with it a new wave of business that emphasizes technical integration and remote operations. With more and more employers and employees pushing for work-from-home situations and the seemingly infinite realm of the internet, this accelerated transition into the digital age also created a perfect breeding ground for innumerous niche market segments to develop all across the spectrum of the internet. Scaling businesses operating on a global level need the tools to reach their audience in even the most niche of markets. This is one of the reasons that establishing a multichannel communication strategy is vital to a modern day organization.

Design is an increasingly important aspect in running and operating organizations. The modern economy is greatly influenced by content and the engagement that it creates with an audience. Oftentimes this engagement isn’t directly related to sales, and rather drives intangible KPIs that drive the bottom line all the same. This era of content generation was only amplified by the sprawling reach of the internet and the emergence of the digital economy. As society transitioned into this new generation of virtual operations, the attention and emphasis that consumers put on the customer experience increased significantly. Keeping all of this in mind, it makes sense that consumers have higher expectations and higher standards for the organizations with which they interact. So, the question for many organizational leaders and decision makers becomes, how to deliver a consistent and high-quality customer experience as a business operating at scale? One solution that’s gained traction in the common market is known as customer journey mapping.

The economy today looks almost nothing like it did even a short decade ago. Compare the housing market of 2022 to 2012, and that alone points at some massive shifts. This only scratches the surface, though. The main transformation that’s taken place is the emergence of a predominantly virtual, mobile, and digital economy. The rise of smart technology and the Internet of Things (IoT) already had society on a path of technological integration. However, the timeline for establishing the digital marketplace seemed much further off than it was in actuality. In part, this was due to the onset of the COVID-19 pandemic in March of 2020. With the administration of stay-at-home orders, capacity limits, and other health and safety protocols, the transition into a virtual era was significantly accelerated. Now, with this push into the virtual era, and the pre-existence of various social media platforms and other non-traditional communication channels, companies need to be prepared and equipped to talk to consumers wherever they may be. Correspondence management software allows organizations to do just that.

Over the past decade the importance of the customer perception of a brand has increased dramatically. This is in correlation with the rise and spread of the internet, as well as smart technology in general. Regardless though, customers are priceless to any organization. As such, one focal point in modern business operations is building and driving customer engagement. Customer engagement comes in many shapes and forms, but it’s official definition is, “an interaction between an external customer/consumer and an organization through various online or offline channels.” In other words, customer engagement encourages on-going conversation, multiple points of access, and multi-channel communications.