Customer Communications

Daniel D. Prior
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Daniel D. Prior: University of New South Wales

Chapter 7 in B2B Customer Engagement Strategy, 2023, pp 143-165 from Springer

Abstract: Abstract In this chapter, we explore the idea of customer communications as a CE sub-capability. Companies have a variety of decisions when considering customer communications. Message design is crucial to this. Companies also must consider the ideal mix between asynchronous, synchronous, and hybrid communications channels as a well as the balance between explicit and implicit messages that brand touchpoints convey. So, the company must decide whether it will adopt a proactive or reactive approach to customer communications and to design a customer communications capability that allows the company to deliver on this approach. The company also must adopt monitoring and evaluation measures and approaches that align with the customer communications capability that it chooses to deploy.

Date: 2023
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DOI: 10.1007/978-3-031-23409-5_7

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