Why email is a bad customer experience.
Client communication is changing. Today, clients want a quick and convenient experience that weaves seamlessly into their daily lives. As technology evolves, your customer experience should too. Mobile apps, live chat, and messaging are quickly outpacing email as the preferred (and safer) means of communication. To ensure you have a top-notch client experience, you need to adopt the next generation of client communication.
Why does client experience matter?
Client experience refers to all of the interactions shared between you and your clients. Everything from customer service help to onboarding, software, and day-to-day conversations make up your client experience. These experiences evoke a feeling and impression on your client. When all is said and done, the client experience can affect whether your customer returns year after year.
If client experience (CX) isn’t already a top priority for your firm, now is the time to make it one. Customer experience is quickly becoming more important to consumers than product and price, meaning clients are willing to pay more for a positive customer journey with your firm, over a competitor.
“89% of companies compete primarily on the basis of customer experience —
up from just 36% in 2010.” — Forbes (July 2018)
The quality of your client experience has a direct effect on revenue, profitability, and customer churn. In order to have valuable conversations that build a leading customer experience, you need to speak the same language.
New Rules of Client Communication
The way customers interact with businesses and service providers is evolving. People of all tech proficiencies and ages have transitioned to smartphones and mobile apps to manage everything from personal finances to grocery shopping. The convenience and freedom of mobile apps give your clients an experience that keeps pace with their day-to-day lives. With online messaging, customers can control how, when, and where they interact with your brand. While, mobile apps give your clients the flexibility they expect from a modern CX.
Why email doesn’t cut it.
Bottom line, email isn’t secure. As long as email is a part of your customer experience, your clients are at risk. Not only is email vulnerable to phishing and other costly online attacks, it carries a lot of baggage.
Email is a cluttered, noisy mess. Every subject line is “urgent,” or has something you “must see” or “won’t believe.” It’s difficult for clients to spot legitimately urgent business in that sea of look-at-me spam. As a result, your emails can easily get lost in the noise.
With email, there’s no immediacy. Your conversations are delayed between “I’ll get to it later” responses and emails that get missed entirely. The result is an impersonal form of virtual snail mail, where delays are baked into the experience. If you absolutely need to catch your client’s attention, messaging is a far better channel.
Unlike email, messaging and texting conversations unfold in real time, like a true conversation. The entire experience is more personal, reliable, and convenient for everyone involved. As a firm, you have peace of mind that every message you send will get to your client. While your clients have the freedom to chat with you anywhere they roam. Frankly, email can’t keep up with the immediacy and convenience of messaging.
The Next Generation
In a business where client relationships matter, email hurts the relationship. Your clients deserve a communication platform that keeps up with them. The future of client communication lives on in-network client collaboration apps. With no outside noise, no strangers, and no spam, you’re left with a clean and secure place to work with clients, accessible anytime, anywhere. Secure real-time messaging gives your clients the freedom and flexibility they want, paired with the security they need.
To seamlessly serve your clients, you need to be where they are. You need a convenient, clean, and secure platform to communicate and collaborate. With the introduction of affordable, scalable secure file-sharing platforms like Liscio, a modern client experience is accessible to everyone.