After the pandemic, the digital footprint of people has increased. The way of communicating is also changing. Contextual Communications (CX) make it easier for companies to create better, more personalized customer relationships. The conventional method of communicating with consumers could be more effective. In return, poor customer experiences leave a negative effect on the business. The negative experience of customers can be due to long holding times and untrained customer care staff. Contextual Communications become important in this situation. It may produce outstanding client experiences and a considerable competitive advantage when used correctly.
Contextual communication refers to communication that is personalized according to the context. Context can be the place, behaviour of the individual or device used. In simple words, it is tailoring the communication after understanding the context. We alter the way we speak depending on the context and the person we are speaking to. For instance, we communicate differently with our parents than we do with our friends. Thus, our style of speaking varies based on who we are addressing.
There are several types of Contextual Communication. They are:
- Multimodal Communication: Communication that involves multiple modes or channels, such as text, audio, and video, falls under this category. It provides a rich and context-aware communication experience.
- Location-based Communication: Communication that considers the user's location and provides context-specific information or messages falls under this category.
- Time-based Communication: Communication triggered or delivered at a specific time or time interval based on the user's preferences or behaviour.
- Event-based Communication: Communication triggered by a specific event or action, such as a user's purchase or a change in status or condition, fall under this category.
- Social Context-based Communication: Communication based on the user's social context, such as their relationships, interests, or social networks, falls under this category.
- Behavioral Context-based Communication: Communication based on the user's behaviour, such as usage patterns, preferences, or past interactions, falls under this category.
- Personal Context-based Communication: Communication based on the user's context, such as their demographic profile, psychographic profile, or other personal characteristics, falls under this category.
Consumers nowadays want a quicker response in corporate encounters than before. Hence, the importance of contextual and omnichannel communications has also increased.
Omnichannel communications use multiple channels like text, video conferencing or physical stores to communicate to the consumers. In omnichannel communication, customers can switch between different channels without any interruption. They do not have to repeat their information to do so. For example, a customer might begin a conversation with a business through social media, continue it on the phone, and receive follow-up emails with additional information. Omnichannel Communications can increase customer satisfaction and loyalty and also improve their experience.
Additionally, it is also helpful for companies. It helps them gather and examine data from many channels. These channels can then be utilized to improve marketing and sales tactics by understanding the wants and preferences of the clients. This information provides a more clear insight into the clients.
Contextual communication means tailoring communication based on the unique needs of each customer interaction. It means that companies consider the specific context of each customer interaction, such as the customer's location, history of past interactions, and preferences and use it to provide a personalized experience. You might have experienced that after you search for some products, you see advertisements related to a similar product. It is an example of using omnichannel and Contextual Communications.
Data is essential for Contextual and Omnichannel Communications. It is because data enables businesses to understand their customers. It is only after understanding the customer's needs that they can deliver personalized and relevant content. It is data only, which makes omnichannel communications possible. Here are a few examples of how data can be used in contextual and omnichannel communications:
- Personalization: By collecting data on a customer's past purchases, browsing history, and preferences, businesses learn about their consumers' past behaviour. It helps the company to personalize its messaging and offers to be more relevant to that individual. It can improve engagement and increase the chances of conversion.
- Timing: Data like when consumers typically make purchases or engage with certain channels. It can help businesses understand the companies better and target their consumers. If they know when their customers will likely purchase, they can send push-in notifications or emails during that period.
- Channel optimization: Businesses learn about the platforms their customers spend time on by analyzing how customers interact with different channels. It can help them use the right platform for pushing notifications or advertisements.
Artificial Intelligence has also seeped into Contextual Communications. Chatbots are being used nowadays widely by businesses to automate their communications. They play a significant role in Contextual communications. Chatbot is a software application that uses Artificial Intelligence (AI) and Natural Language Processing (NLP) to communicate with users via text or voice messages. Chatbots can automate conversations with customers and provide personalized assistance to consumers anytime.
Chatbots have become famous due to some reasons. Chatbots can respond instantly to customer queries, even outside business hours, improving customer satisfaction and engagement. Customers can get the answers they need quickly and efficiently, which can improve the overall customer experience. Chatbots can simultaneously handle many customer queries, saving businesses time and money. Businesses can automate repetitive tasks, such as answering frequently asked questions, freeing up human resources for more complex tasks.
Contextual Communications are important in engaging the customer and giving them a better experience. It personalizes the message and makes it relevant to the customer. It increases the chances of a conversion by tailoring messaging according to the customer. Customers feel that the business understands their needs and values their engagement. This understanding can increase customer loyalty and retention. In turn, this can increase the trust in the brand and make customers more likely to engage. When customers are happy, publicity through word of mouth is positive. Thus, contextual communications can improve consumer relationships with a business.
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