importance of having two way communication with customers
  • Arun Chaudhary
  • Last Updated: 29 Apr 22
  • 7 min read

Importance of Having Two Way Communication With Customers

  • Arun Chaudhary
  • Last Updated: 29 Apr 22
  • 7 min read

Communication between two parties over a network is called two-way communication. In two-way communication, the person sending the message is called the sender and the one receiving the message is the receiver. The receiver acknowledges that the message has been received by sending a response/feedback.

Let us look at the simple model of two-way communication:

The two-way communication process involves the sender transmitting the message or information that may be of significance to the receiver. In response to the message, the recipient deciphers it and provides feedback.

two way communication

This refers to a complete process of communication where a continuous flow of information is transmitted from one party to another.

Communication between two parties can take place either verbally or by text. Examples of interpersonal communication include instant messaging, offline and online telephone conversations, ham radios, videos, chat rooms, etc.

Two-way communication is essential in the business world. Employees, customers, and employers must be aware of the fact that their messages and feedback have been received.

Importance of Two Way Communication with Customers

1. Helps You Connect on a Human Level

Typically, one-way conversations involve the company dominating the narrative and not acknowledging or interacting with the visitor/follower.

But in two-way communication, a brand and its audience are engaged in a dialogue, where the brand speaks directly to the audience, and responds to their needs and wants.

It is important for brands to share news and ideas, even if they are not their own, since it gives your followers and customers an opportunity to learn, be informed, and be delighted.

By engaging with your customers, you demonstrate that you care about their needs and concerns and are not just a distant organization.

By responding in this way, you show that you listen, understand, and care about your customers from a human perspective.

2. Understand The Changing Customer Needs

Adapting quickly to market changes can be difficult, and companies that are able to keep up with these changes are the ones to survive.

As the market conditions change, customers are more likely to stick with the company they trust i.e. the company that has adapted well to the changing demands of the market.

Customers who convert or engage with your business for the first time seek specific solutions. Often, these solutions do more than fix existing concerns.

Additionally, it might lead to the customer’s progress in the customer life cycle or a need for another solution. At those moments, a quick chat will prevent him from looking for other competitive solutions to suit his changing needs.

3. Gain Valuable Insights About The Product

In two-way communication, you have a good chance of exploring new ways to improve the quality of the product or service you provide to customers.

As two-way communication provides mutual benefits, it is very important for a business to maintain a two-way communication strategy to stay in touch with their customers. In this way, you’ll be able to encourage your customers to voice their opinions about your products and services and to suggest any improvements you can make.

It is possible that customers feedbacks will reveal some trends among a large number of customers and may lead to some changes. The customer will feel valued if they see that you are taking action on their comments and will continue to communicate constructively with you.

4. Identify Upsell and Cross-Sell Opportunities

Two-way communication can serve as a valuable reinforcement tool to help solidify the purchase. Say, for instance, if a salesperson stays in touch with the customer during the period immediately following the sale, then he/she can reinforce the advantages of the product or service to the customer by smoothening the onboarding process.

In addition, they can quickly solve any difficulties customers might have, like figuring out how to use a new product. Doing so will allow salespeople to lay the foundation for a long-term relationship that leads to repeat business.

Also, two-way conversations are imperative to understanding a customer’s changing needs. Having knowledge of what they need ‘at the moment’ gives you the opportunity to sell them additional products or services. Since they have already shown interest in your business, they will be more inclined to trust what you offer.

5. Accelerate Word of Mouth Promotions

A business that speaks with its customers regularly is more likely to be able to gauge their needs. As a result, they are better able to serve them. Additionally, if a customer feels valued by a manufacturer, distributor, or service provider, they will probably refer friends and associates to the company.

Effective two-way communication not only allows a business to alter its products and services in response to changes in the market but also helps them earn brownie points with customers who appreciate their efforts.

Hereby the term brownie, mean a lot of referrals. The importance of this kind of marketing comes from the fact that it is a reflection of actual personal experience.

The value of personal recommendations and referrals can be just as high as that of the best brochures or websites.

In summary, you can reduce customer churn and increase customer retention by communicating with your clients via two-way communication.

6. Implement Client Defection Measures

Customers are individuals who have individual needs, and having a close working relationship with them allows you to develop services tailored to meet their specific requirements.

Why force a product or service upon a customer when a better one can be developed for them? For this reason, if business entities are to ensure sustainable growth in this competitive market, they must focus on building a loyal community of customers.

Then by maintaining a two-way conversation with your customer base, you will be able to determine which clients are more likely to leave your business, and why. Then you could incorporate client defection measures that would turn negatives into positives and help you retain customers.

7. Brings The Attention of Your Customers

Regular communication with customers makes good business sense from the point of view of the competition.

It allows companies to remain at the forefront of the minds of their customers at all times – in the crowded business marketplace of today, it is vital for businesses to be different and stand out.

The competition is fierce today, so businesses must constantly outdo and outrun their rivals or they will be left behind.

Regular two-way communication is the ‘secret ingredient’ and most effective method of forging ahead of the competition when there are so many companies vying for the same customers’ attention.

Keeping in contact with customers is an added value for their money and time – customers delight in companies that give them more for less. Such companies begin to feel like ‘family’ to their customers, and those customers are more likely to continue doing business with them, recommending them to everyone they know.

Thus, it is absolutely necessary to maintain regular communication with your customer frequently.

Also Read: 10 Ways To Improve Your Business Communication

In Bottom Line

Today in the business world, the importance of two-way communication with customers cannot be underestimated. The only way for businesses to survive in the present uncertain world is to keep their customers engaged.

It has been observed that customers stay loyal to companies that display resilience, tenacity, and confidence even when faced with problems – these behaviors build trust in customers’ minds. The easier it is for a company to ‘wade through changes’, the more customers are likely to remain loyal.

Keeping close contact with customers even during stressful times will help keep them at ease and demonstrate to be a valuable ‘partner’ even during good times.

Arun Chaudhary
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