Communication is Essential

Interpersonal communication can involve a wide variety of modes of communication including oral, written and other non-verbal forms. But the most common reference to interpersonal communication is the spoken form where the two individuals are sitting, face-to-face. Business organizations generally conduct such communication through staff meetings, formal discussions related to projects or services, employee performance reviews within the office. Other forms include client meetings, employment interviews or sales visits which are conducted outside the office.

Relevance of good communication
Interpersonal communication is necessary for any organization, especially for small and medium enterprises, which must supervise and coordinate with a variety of other organizations. It is inescapable and also irreversible. Communication, in any form, cannot be defined as simple. It is a complex process which cannot be reversed. It has a good chance of failing if not considered properly and it can also be confusing in many cases. Clarity is a must and care must be taken to keep it optimum. Maximum information also leads to maximum difficulties for the consumer. Also, interpersonal communication has a definite context. 

Let your customer know that he's important

Ways of communicating
There are different styles of interpersonal communication which can be classified as one-way or two-way as per the transfer of information. In a two-way communication, two or more parties are involved in a constructive exchange. Companies can apply both forms as per their requirement. While one-way communication refers to a more controlling and directive mode, two-way relies on a more interactive approach. Primarily, there are six types of communication adopted in business settings, namely controlling, egalitarian, structuring, dynamic, relinquishing and withdrawal.

Do it right with the customer
Conducting a successful form of interpersonal communication with the customer is necessary for any SME to progress. The disconnect between the customers and company can prove to be the biggest barrier in a company’s progress. Good communication ensures happy customers, efficiency in output, productivity and an unmatchable synergy within the enterprise. This form of communication also ensures that the company is made aware of the various modifications and improvements required in each of its various products. A good enterprise has to understand customer’s thoughts, feelings and grasp their situation better to respond to their needs and expectations with the company and its products.

The flaw of repetition
Repetition is another important aspect of effective communication as customers need to be informed correctly about the products and services of a particular enterprise. Useful details and necessary information needs to be imparted from time-to-time to the customers. Listening to your customer is a necessary part of the communication. Effective listening also involves understanding both verbal and non-verbal signs and intent of the customer. It also helps SMEs in responding in a more holistic manner to the customer.

As someone rightly puts it, interpersonal communication can be compared to a two-way street where on one side, the companies have to listen to customers and also speak in the right and responding manner to them. Communicating effectively also ensures a loyalty from the customers. After all, any customer would prefer an organization which dedicates its time in understanding his needs, which contributes to the rise of an organization. 

Know Your Customer for Higher Growth

The customer is the key entity that drives the market. If a company is able to understand the various dimensions of its customers including social, functional or emotional factors, it would be equipped to design a better product for it. Customers expect excellent products at optimum prices and are also willing to pay as per the product or service. For example, for a hypermarket chain, the behavior of its staff, the pace of its service, maximum discounts on the prices, availability of variety of products will determine its success amongst the users. With a tough competitive market, the SME with a better understanding of its users would have a better chance to outstand others. 

The success of an SME is identified by its grasp of the market, which is in turn driven by the needs of the customers. Thus, knowing the customer becomes imperative for any SME. Every company must develop its own program to understand their customers. The company, the nature of its users and the type of products or services it has to offer are some of the important considerations while planning the program. 

How Well Do You Know Your Customer?
A customer knowledge program should make the SME aware of customer emotions and experience about their products and goods. It should also educate them about the customers’ needs and expectations and also present the market perspective for their products. For example, a company selling shoes should realize factors such as material preferences, designs, looks, climate conditions and average shoe sizes of the population, before even manufacturing any product.

Communicate with the Customer
Communication is the key word in a Know Your Customer (KYC) program and it should consist of interactive surveys, information feedback forms from the customers to know their needs from time to time, et al. Customers need to be visualized as the best brand ambassadors of any company's products/services. Their problems need to be assessed in a regular manner and for every purchase. They need to be offered more for being loyal to the brand. For example, a paints company could provide customers with a sample booklet for choosing colors and in return, request them to fill out a form regarding their preferences in colors, materials from that particular company. This way, both agencies are benefited from the mutual exchange. Presently, the world wide web provides the SME to have a better connect with users directly.

Through the KYC program, the customer also needs to be assured that his inputs are considered for developing the existing products into better ones. Many companies conduct product surveys and often reward the customer for participating in it. These programs also help SMEs enter into a new market or launch a new product in an existing one. They also save a potential company from causing itself any damage through a new service or product.

Key Objectives of KYC
Some of the key objectives of a KYC program include verifying the needs of the customers, monitoring changes in their preferences, manage risks regarding new initiatives, etc. In short, the existence of a stable KYC program contributes to the growth and success of an SME. So, when are you improving a KYC program?

Video Can Redefine Customer Service for Your Business

Social Media is a phenomena which is not just for the rich businesses, infact many small and emerging businesses are catching onto the trend of leveraging the new media strongly. It not just improves their operational efficiency but also gives them a creative outlet. Many SMEs have actually leveraged social tools available for free to connect with their target audience, whether the employees or the customers.

Re-define your customer service with a video!
Many SMEs are caught up with this task of ensuring proper customer service and be available at all times for their customers. This is where scaling up challenges appear, but smart companies are using video to address customers feedback. This way you create a powerful connect with your customers and are almost physically there, speaking to your audience.

How to do it, do you have an example?
Well, yes! In the video below, as Tiger Woods walks on water to take the shot, one customer who saw this as a glitch, re-posted this video on YouTube saying this is  glitch in the advertisement. The company instead of doing nothing, actually posted this video in  response:

The video above delivers a powerful message while engaging the customer into a message from the company that we listen to you and we are quick to respond back. Creating this video would not have taken EA Sports much of a time actually. The Ad was shot, editing it as a response and posting it on YouTube is more of a creative thought.

How can you do it on a smaller scale?
Instead of doing monthly email newsletters, you can create a monthly Video newsletter, where the top management/ project management team in your company comes on board and talks to the customer, giving them an update to, what's happening! Seeing people talking in a video is far more engaging than a email newsletter, much of it already goes into SPAM.

All you need for this is a simple video camera and an editor like the Windows LIVE Movie Maker. Once you are done, post the video on your official YouTube channel and send a link to your customers rather than the newsletter the nest time and obviously they will be engaged.

Team IndiaMART Knowledge Services is committed to create new opportunities or SMEs to grow. To know more about how you can leverage the news, internet and new media technologies, drop in a comment to this post and our team of experts will be happy to help!