Businesses have more and more potential ways to connect with potential and existing contacts — so how can they make sure they are not missing out on the audience's preferred form of contact?
Discussions in many offices on preferred contact methods reveal it is interesting to see the differences in preferred choices, which can seem to vary by age, access to technology, or buying habit — all of the things that matter when businesses consider how to communicate with their audiences.
This blog explores the most popular contact methods available to businesses today, and why different audiences favour different communication channels.
What Are the Most Popular Contact Methods Available to Your Business
Phone
The phone remains one of the most accessible and personal contact methods available. Many people prefer to contact a company by phone to ask a question about a service or product. It allows a relationship to build and gives the most complete first contact possible, which will ultimately improve the customer experience. That said, it is worth noting this is not the case for everybody — personally or in business — so considering what other options are available is important.
Email is probably the most popular contact method nowadays for several reasons. First of all, it allows for an initial enquiry with minimum commitment. Potential customers can ask several questions in one go and multiple people can be included. The ability to reply in the sender's own time can improve the pace at which the conversation is suited to all. In a business context, emails can be frustrating but are an essential part of day-to-day work — they demonstrate just how essential it is to day-to-day skills when sales people are taught to shut down email for a couple of hours today and give the phone a real chance of thinking. This comes from from old-fashioned thinking from even a few years ago.
Webforms
Webforms are a tool on most websites which plug directly into a CRM system and which can unlock or release a potential customer's wants, such as a brochure, a download, or a newsletter, in exchange for certain essential information such as a name, job title, and an email address. This is excellent for populating a pipeline and for sales and marketing teams working in tandem. They can also trigger a series of well-orchestrated auto-responders, allowing potential customers to receive the information they need and want. It can take some time to find the right person to talk to. Webforms are effective, but are only potentially as beneficial with the sales force and the potential customer. However, they are still a popular form of customers contacting businesses to ask the questions they may have.
Webchat
Relatively new on the scene but becoming a mainstay of customer-facing website design is the live webchat function. The webchat function allows for a mix of the email and contact form methods with the back-and-forth format of a telephone conversation. Webchats are also instant and as all relevant marketing is about reaching the right people at the right time with the right product — if a potential customer is looking at a website and has questions, the chances are that they have the other two essential factors in play as well.
Social Media
No blog on how businesses communicate with their audiences would be complete without mentioning social media. Platforms such as X and Facebook are unavoidable for modern businesses of almost all industries. Every business should be on social media. From the point of view of the customer, it is highly likely that if someone has a grievance with a company they may express it either on X, Google Reviews, Trip Advisor, or other review sites. This may not be the most conventional way of being contacted, but it happens and businesses should be monitoring it. Social media is also presenting an opportunity for a potential customer to contact a business via their favourite method of communication. Professional Academy has published a blog about how businesses should be using X with some helpful tips — feel free to check it out.
Other Methods
There are, of course, other potential communication methods such as the good old-fashioned letter delivered by the postal service, or face-to-face events being just a couple of them. However, in terms of volume and effective interaction, none of these is likely to top the contact methods explored above.
Why Do People Contact Your Company Via Different Communication Methods
This is a simple one to answer. It really comes down to the personal preference of the audience and the options available — so the best thing a business can do is make sure all of the options are available and consider which ones are the most popular.
One thing businesses should not do is treat these audiences very differently. Choice of communication method may sometimes be frustrating, but it is the preference of the potential customer and something any business should be willing to adapt to. Businesses should treat everyone the same and not try to put anyone off because the contact method is not a personal choice of theirs. Prime examples of this are the webchat and social media.
Sales teams can sometimes dismiss these methods and try to turn a potential customer to a method they prefer to use. For example, they may say something like this to a new contact: "I will send you an email with our information and then speak on the phone." But consider that from the customer's perspective — would they not pick up the phone and call if that were their preferred option? Replying with: "Can I take the name and email address and confirm what the enquiry is about?" and then following up with an email with no additional commitment, is something worth considering if the service was right for the customer or potential sale.
Businesses should always be aware of whether they are talking to a person or speaking on the phone. Would a company be contacted by someone who would also call? They may be constrained by rules and trying to fold them off. Any of the above could cost a potential customer or sale.
Modifying the approach and always being aware of whether communication is taking place with a person or a company, and on the phone or in person, is worth considering at every interaction.
How Professional Academy Supports Your Journey
Professional Academy is an industry leader in delivering accredited practical-minded professional qualifications in marketing, sales, and management and leadership. With over 27 years of experience, the team supports learners at every stage of their professional development.
To explore the qualifications available or to speak with an advisor, use the Qualifications Navigator or book a call today.
