Developing a Complementary Inbound and Outbound Communications Program

Years ago, it was logical to think that if customers were unhappy with a product or level of service, they would either make a telephone call or write a letter. Then the Internet enabled companies to receive customer service inquiries and complaints online, 24/7. Companies, for the most part, relied on these channels to hear when their customers had questions, comments, or concerns. And as customers become more Internet savvy, more companies are relying on a 24/7 inbound customer service approach. However, if a situation escalates today, the complaints will no longer just be inbound; those customers will quickly take their dissatisfaction to the Web to discuss their comments, concerns, and discontent in online communities.

Today you can bet that for every inbound customer inquiry, a significant number of existing and potential customers are actively discussing the same topic with the same (if not greater) level of conviction out in the open. When customers don’t get the response or immediate action they desire, they look elsewhere for guidance, feedback, acknowledgment, and information. These discussions usually transpire quickly and without company participation, leaving people to resolve issues and questions on their own.