A Customer Communications Strategy (CCS) is foundational for ESG (Environmental, Social, and Governance) success. It ensures that your ESG efforts remain relevant and aligned with stakeholder views.
Why CCS is essential for Impact
We are in an era where corporate responsibility is paramount. So, a well-defined customer communications strategy is essential for ensuring that your ESG initiatives resonate with stakeholders and customers alike.
As you and your organization navigate the complexities of sustainability, it’s crucial to engage effectively with those who are impacted by or interested in your ESG performance.
Effective ESG communications are not just about reporting metrics; they are about building relationships. According to research, 79% of investors consider how companies manage ESG risks and opportunities as critical to their investment decisions.
This underscores the necessity for businesses to articulate their ESG commitments transparently and authentically.
Knowing how to communicate with and gather feedback from your stakeholders (or customers) will also benefit the future of your ESG efforts .
The 9 most common customer communication pitfalls
1. Failure to listen to customers with empathy.
It is important to actively listen to them to understand their needs, questions, or complaints instead of assuming what they need or want. Furthermore, understanding and recognizing customers’ feelings is crucial. If they are frustrated or angry, show empathy and work to resolve the problem.
2. Leaving customers with unfulfilled promises.
If the company promises something to its customers, it must make sure it delivers. Failure to do so damages customers’ confidence in the company. In the same manner, it is necessary to communicate clearly what customers can expect to avoid misunderstandings and disappointments later on.
3. Being unclear with customers.
Avoid using technical jargon or complex words that customers may not understand. Focus on plain language. In my experience, this has a lot to do with training. The better trained your team is, usually the more clear and knowledgeable they are to help customers.
4. Not addressing problematic customers.
It is essential to have a guide on how to deal with difficult customers. Of course, it is vital to develop a general communication manual, but it is also necessary to anticipate that the company may deal with people who are particularly difficult to talk to.
5. Language differences are being ignored.
Language barriers are both the most common and the most time-consuming obstacle. To overcome them, it is necessary to identify which languages are spoken most by the company’s customers and to have speakers who are fluent in those languages.
6. Failure to quickly respond or offer solutions to customers.
Customers expect timely responses to their questions or concerns. Failure or delay in a response can make customers feel ignored. Besides, When customers have a problem, they want solutions. You can not just acknowledge the problem—there must be action as well.
7. Over-reliance on technology
With AI, and its chatbots all this tech can be useful. In my experience, its misuse can frustrate customers. In the age of robotics, customers should always have the option to talk to a real person if they want to. That said, it is imperative to have a live chat option on the website that is clearly visible and accessible. This chat conveys trust and encourages communication. Just don’t leave it to AI! A chat, even if it is live, is not face-to-face, so companies need to give the impression that someone is actively listening behind the other screen.
Final thoughts
A strong customer communications strategy that emphasizes ESG can significantly enhance brand loyalty.
When customers perceive alignment between their values and a company’s practices, they are more likely to remain loyal. Research indicates that brands seen as socially responsible grow at twice the rate of others.
By effectively communicating your ESG efforts, you not only attract new customers but also retain existing ones.
To conclude, incorporating a robust customer communications strategy is vital for ensuring that your ESG efforts remain relevant and resonate with stakeholders.
By actively engaging with customers, being transparent about your initiatives, and telling impactful stories, you can build trust and loyalty while advancing your corporate responsibility goals.
As consumer expectations continue to evolve, aligning your communications strategy with your ESG commitments will be essential for long-term success.
Interested in learning how to improve your ESG impact with communications?
If the answer is yes, then schedule a free discovery call today.
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