There are hundreds of businesses out there trying to occupy the same space as you. According to a study by Crayon, 87% of businesses shared that their market has become more competitive in the last three years, making it more important than ever to stand out.
The good news is that there are a number of ways that you can set your business apart. And sometimes, getting back to basics, such as nailing your customer communication, is the ideal first step.
How easily can your customers get the information they need to make an informed purchase? Are your lines of communication effective and varied enough to cater to the needs of different consumers?
If it’s been a while since you’ve looked at your customer communication tactics, this is the perfect time for a refresh and we’re here to help.
Multiple Communication Channels: The Key To Effective Customer Satisfaction

When it comes to customer interactions, it’s important to take a multi-channel approach to communication. Ideally, your communication channels should fall into three separate categories:
1. Voice channels

Many people still prefer to get their information straight from the source, so making it easy to call your customer service team is vital.
A study by CFI Group shows that 76% of all consumers prefer to pick up a phone to interact with a business.
Let’s look at the voice channels you can consider for your business.
VoIP
Perfect for businesses of all sizes, VoIP phone systems use the internet to connect you to your customers. This option is incredibly cost-effective, especially if you have many international clients. Plus, it works across multiple devices.
If you never want to miss a call, a VoIP-based service is ideal. Another benefit of VoIP is that call recording is often included. This also helps with monitoring and training purposes, enabling you to further develop your business and customer service teams.
At MID Digital Solutions, we offer a range of high-speed connectivity options that will ensure you never miss a beat with customer interactions.
Interactive voice response (IVR) systems
With an IVR system, you can automate your customer communication management by allowing customers to get answers to common questions or route calls to the right department. This is a great way to reduce the need for human operators.
Just make sure you take care when navigating the setup of your system, as too many options could frustrate customers.
WhatsApp voice calls
Not only is WhatsApp free, but it’s one of the most widely used apps by customers worldwide. Additionally, it works on both mobile and desktop devices, making it easy to set up and operate.
WhatsApp voice calls are ideal for smaller businesses, though, and wouldn’t be suited to organisations that require more sophisticated customer service tools or analytics.
2. Online channels

Online communication channels have become the norm for businesses in the UK and across the globe, and there are multiple communication channels to choose from.
According to Salesforce, only 52% of customer service teams use online chat or live support. However, 81% of customers prefer to use online chat or live support to communicate with a company.
Here are some of the top online customer communication tools you should consider for your business:
Great for formal communication, detailed responses and follow-ups, email is still one of the best forms of online customer communication.
Email may be slower than other online channels, but many customers still prefer it. Additionally, email is easy to track and can provide you with more opportunities for creativity and data collection.
Live chat
Countless UK businesses have implemented live chat on their websites as part of their customer communication strategy. It’s one of the most effective ways to offer real-time support and quick responses to simple queries.
However, it’s important to keep staffing requirements in mind. For the hours that you cannot respond to customer questions, you may want to consider implementing an AI chatbot. This way, you can provide good customer service 24/7.
Social media (Facebook, X, Instagram, LinkedIn)
Thanks to social media, customers can reach you quickly. Your responses are also visible to others, making social media a great tool for public customer support.
Businesses can use their social media accounts for brand engagement and to build trust. Most platforms also have direct messaging features for private conversations.
Just remember that timely communication is essential on these platforms, so you may want to use social media monitoring tools.
Messaging apps (WhatsApp, Facebook Messenger, WeChat)
Messaging apps are an excellent way to provide great customer service to mobile users. It’s instant and informal, and something many customers are comfortable with.
As a bonus, these platforms support multimedia messaging (images, videos, documents), making troubleshooting easier.
Video calls
For those times when customer requests are more complicated, there are video calls. Excellent for providing personalised support, video calls can help build stronger customer relationships through face-to-face interaction.
Video call platforms such as Zoom and Microsoft Teams also support screen sharing, making it easier to offer technical assistance.
3. Passive channels

There’s a fantastic book by Marcus Sheridan called ‘They Ask, You Answer’ which is key to setting up passive channels of communication.
By passive channels, we mean supplying ways of answering your customer’s questions before they’ve even asked them.
Passive channels not only help with your company’s legitimacy and trustworthiness but they’re a fantastic source of natural marketing as well.
Knowledge base
Consider building a collection of articles, FAQs, guides, and troubleshooting resources. This way, customers can access answers to their questions or resolve issues independently.
Because these resources are available 24/7, customers can get immediate answers without waiting for a support team member. It also reduces the volume of repetitive enquiries and you can easily make updates to include new information as needed.
Automated email responses
Pre-set email responses are triggered automatically when a customer reaches out. Emails confirm receipt of their message or provide immediate answers to common enquiries.
The instant nature of these messages helps reduce uncertainty. They also enhance the customer experience by setting clear expectations for response times.
YouTube
Once uploaded, YouTube videos are accessible anytime, allowing customers to find information and support at their convenience without waiting for live assistance.
YouTube is ideal for tutorials, how-to videos, product demonstrations and troubleshooting guides. Visual content is also often more effective than text when explaining complex processes or features.
While passive, YouTube allows for comments, likes, and shares, which offer insights into customer concerns or satisfaction. You can monitor these interactions to gauge customer needs and improve content accordingly.
The Most Common Customer Communication Mistakes

Let’s touch on some of the most common communication mistakes. Here’s what you want to avoid:
- Lack of clarity: Using vague or overly technical language can confuse customers. Always aim for clear, straightforward communication that’s easy to understand.
- Ignoring feedback: Not addressing customer feedback or dismissing their concerns can make them feel undervalued. Always acknowledge feedback, whether it’s positive or negative.
- Delayed responses: Slow replies to enquiries or complaints create frustration. Responding promptly shows that you respect their time and value their business.
- Over-promising and under-delivering: Setting unrealistic expectations and failing to meet them can lead to disappointment. Be transparent about what you can deliver and stick to those promises.
- Being too scripted: Relying on scripted responses can make communication feel robotic. Customers appreciate a personal touch, so adapt your responses to their specific needs and concerns.
- Failing to listen actively: Interrupting customers or making assumptions without listening to their full issues can lead to misunderstandings. Take the time to fully understand their concerns before responding.
- Using jargon or complex terms: Avoid using industry-specific jargon that your customer may not understand. Communication should be simple and accessible.
- Being defensive or argumentative: Reacting defensively to criticism or complaints can escalate a situation. Stay calm, listen, and try to resolve the issue professionally.
- Not following up: Failing to follow up after a customer interaction can give the impression that their issue was unimportant. A simple follow-up shows that you care about their satisfaction.
FAQs
What is the best way to track customer satisfaction?
Surveys are one of the best ways to collect positive interactions and monitor customer complaints. Along with emailing surveys to customers based on recent interactions, you can create telephonic and live chat surveys for people to complete.
Is a CRM solution worth it?
A CRM solution is ideal for businesses looking to streamline customer management, improve relationships and boost sales. It centralises customer data, automates tasks, enhances communication, and provides valuable insights, leading to better customer service and more informed decision-making.
What’s the best way to handle unhappy customers online?
The best way to handle unhappy customers online is to respond quickly, acknowledge their concerns, and offer a solution or next steps to resolve the issue. Stay calm, empathetic, and professional, and try to move the conversation to a private channel if necessary. Follow up to ensure the customer is satisfied with the resolution.
Final Thoughts
If you want to stand out in your sector, you need to meet customer expectations when it comes to consumer communication.
Taking a multi-channel approach ensures that you can cater to the needs of different customers. With this mix, customers can search for answers themselves, wait for responses to questions that are less urgent, or speak to someone immediately.
We’re also ready to assist by ensuring your basics are taken care of. From connectivity to phone systems, let MID Digital Solutions get you set up to communicate with ease.
Get in touch
Contact us to talk through your requirements.