How do you leverage customer communication to build trust, loyalty, and advocacy?

At Unidas, communication with our customers is the foundation for building trust, loyalty, and advocacy. We understand that effective communication starts with active listening, using surveys, NPS, and social media to deeply understand customer needs and expectations. We personalize our interactions to create an emotional and human connection, always focusing on delivering value in every touchpoint. We encourage open dialogue and feedback, creating a cycle of continuous improvement. Additionally, we recognize our loyal customers through reward programs, strengthening relationships and turning them into true brand ambassadors.

Working at Amazon, a company known for its focus on customers, taught me the essence of truly understanding them. Our principle is clear: start with the customer and work backwards. It's less about the tools used to gather insights and more about genuinely caring for and understanding the customer's needs deeply. This philosophy guides how we communicate, ensuring we always meet the customer's expectations and address their challenges effectively. It's about engaging with empathy and strategically meeting their needs.

1. Active Listening and Empathy 2. Transparency and Candid Conversation 3. Consistent and Proactive Communication 4. Personalized Engagement 5. Leverage AI and Automation Technology

Lo más importante para conseguir una comunicación realmente efectiva con el cliente es la escucha. Para ello hay que conseguir que hable, cuente, escriba... y así interactúe con nosotros, a través de comunicaciones por email, redes sociales, sitio web o incluso por mensajes privados. Para conseguir que el cliente se comunique con nosotros, tenemos que hacerle sentir confianza. Tratamos con personas y a las personas nos gustan recibir una comunicación personalizada. Que el cliente sienta que le hablamos de forma individual, aunque comuniquemos para cientos. Hacer sentir a nuestros clientes especiales demostrando que nos importa sus experiencias, sus necesidades o sus preocupaciones, facilitará la comunicación bidireccional.

Understand Your Customers ?? Invest time in understanding your customers' needs, preferences, and pain points. Utilize customer data, feedback, and analytics. AI algorithms can help uncover patterns and trends. This understanding builds a foundation of trust, showing customers that you genuinely care about their unique requirements and are invested in their success.

Una vez comprendemos a nuestros clientes y hemos conseguido que tengan cierta confianza hacia nosotros, tenemos que seguir aportando valor y relevancia en nuestras comunicaciones. Poner el foco en las personas a las que te diriges. Algo que funciona muy bien es contar historias reales que cuenten una experiencia, un problema o una reflexión en la que puedan verse reflejados y puedan aplicar a su caso en particular. Además, hacerles partícipes generando conversación con alguna pregunta para que nos compartan su caso. Según vamos teniendo más información, podemos ir adaptando el momento, frecuencia y canal de comunicación. Sin dejar de mostrar nuestro lado más humano y cercano para seguir generando confianza.

Provide Value and Relevance ?? Deliver consistent value through your communication. Share relevant content, exclusive offers, or insights tailored to your customers' interests. AI-driven personalization ensures that your messages resonate. By consistently offering value, you establish yourself as a valuable resource, fostering loyalty and trust over time.

Providing value should be the number one objective in all customer communications. Don't communicate just to communicate, the more often that happens the less likely your customers are going to listen the next time around. If you're struggling to provide value in communications, that tells me that you don't know your customers that well and need to get back to your persona research to truly understand your customers.

Building strong customer relationships hinges on personalization and humanization. By blending data with emotional insight and using relatable language, brands can forge more genuine connections. For instance, Zomato excels at this in India by sending personalized app notifications based on user behaviour (e.g., favourite cuisines or offers nearby). Their playful, witty tone adds a human touch, making customers feel understood. By blending humour with relevant suggestions, they create a sense of connection that fosters loyalty and encourages advocacy, turning routine interactions into memorable, personalized experiences.

Según la RAE sinónimos de efectiva son real, verdadera y auténtica entre otros. Para tener una comunicación real, verdadera y auténtica con nuestros clientes debemos humanizar nuestros mensajes y siempre que sea posible personalizarlos. Textos en segunda persona y según la vía de comunicación, llamar a las personas por su nombre o generar conversación a través de una experiencia suya. Escuchar nuestro nombre o que alguien se preocupe por nuestra situación genera una conexión emocional muchas veces difícil de olvidar. Toca las emociones de tus clientes y estarás en su mente o mejor aún, en su corazón.

Personalize and Humanize ?????? Personalization is key to building trust and loyalty. Address customers by name, tailor recommendations, and acknowledge their preferences. Humanize your brand by showcasing the people behind your products or services. Use AI to personalize interactions, creating a more authentic and relatable experience for your customers.

?? Comprendemos a nuestros clientes: generamos confianza. ?? Aportamos valor: generamos confianza. ?? Mostramos cercanía personalizando y humanizando nuestros mensajes: generamos confianza. La confianza es la base de cualquier relación. Cuando un cliente nos compra, confía en nosotros. Hacerles partícipes y fomentar el diálogo con nuestros clientes hará que se sientan "parte de" todo lo que hagamos. Pedirles opinión y escuchar sus deseos, nos ayudará a mejorar productos y/o servicios. Un cliente comprometido y fiel podrá repetir compra e incluso recomendarnos. Ellos son nuestros mejores embajadores de marca.

Encourage Feedback and Dialogue ???? Create a feedback loop by actively seeking customer opinions. Implement AI-driven surveys or sentiment analysis to understand their experiences. Encourage open dialogue through social media or dedicated platforms. Act on feedback promptly, showing customers that their opinions matter. This transparency builds trust and demonstrates your commitment to improvement.

Reward and Recognize ???? Acknowledge and appreciate customer loyalty. Implement loyalty programs or personalized rewards based on their engagement. AI algorithms can help identify high-value customers. Recognize their contributions publicly, whether through social media shout-outs or exclusive perks. This not only strengthens loyalty but also encourages advocacy as satisfied customers become brand ambassadors. Leveraging customer communication for trust, loyalty, and advocacy involves understanding, providing value, personalizing interactions, encouraging dialogue, and rewarding loyalty. By combining these elements, businesses can foster meaningful and long-lasting relationships with their customers.

Here's where a lot of companies drop the ball, in their communication measurements and optimizations. Most people stop at their chosen metric of success and don't look beyond to see how it ladders into other metrics that the company is tracking. What's most confusing about this phenomenon is that's how you validate that you're providing value to the business. What's it matter if you have a high CTR but no one reaches the objective your company needs? In most businesses you're looking for conversion of some sort of retention. Are your customers clicking and converting? If you stopped doing the work would retention suffer?

Remember that this is only a piece in the company branding which is where trust and loyalty ultimately live for the organization as a whole. Your teams, or even you, are a demonstration of that reality or intention. You advocate to others about what you encounter and learn from those customers as you interact with them which should help other teams and processes improve thus iteratively elevating the engagement and execution quality of the company as a whole.