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7 Ways to Build a Customer Obsessed Communications Strategy

By: Smart Communications 

In a world where customer expectations are evolving rapidly, your business must pivot towards a customer-centric approach to stay competitive. Since over 50% of customers would be likely to switch from a company if their communications did not meet expectations, prioritizing a customer obsessed strategy is vital—now more than ever. 

This article will guide you through the process of developing essential strategies that can transform your Customer Communications Management (CCM) and propel your organization toward maintaining a standard of excellence. 

1. Understanding Your Audience: The Center of Customer Obsession

To truly engage your customers, you must first understand them. Dive into demographic considerations, market changes, and emerging trends that shape your audience. Given that customers are more diverse and dynamic than ever, it's critical to go beyond surface-level knowledge.  

A deep understanding of your audience's demographics, preferences, and behaviors will lay the foundation for crafting messages that resonate. This is the first step towards a customer obsessed communications strategy. 

2. Harnessing the Power of Personalization in Customer Communications

Personalization is more than a buzzword; it's a game-changer when communicating with customers. Utilizing customer data to create a personalized experience that goes beyond just addressing customers by their names will make a big difference in retaining customers and attracting new ones. For example, in healthcare and banking, leading CCM solutions are instrumental in personalizing appointment reminders and billing statements for individuals.  

For healthcare, the system can leverage patient appointment data, ensuring reminders include specific details, location, and any pre-visit instructions. This improves attendance rates, enhances patient preparation prior to their appointment, and ensures compliance with healthcare regulations by securing patient information.

In the banking sector, personalized billing statements improve clarity and understanding with clear insights into transactions and charges. This tailored approach helps your customers receive relevant and timely information. 

3. Content Intelligence

Content intelligence offers a user-friendly way to both manage and optimize the content used in customer communications. Content intelligence capabilities allow you to optimize the readability, tone, and sentiment within your communications, enabling you to focus on truly engaging with your customers. As a communications author, you’ll gain a better understanding of your existing content and more easily identify areas of repetition or redundancy with variants that are being used across your business.  

4. Omnichannel Excellence: Meeting Customers Where They Are

Navigating the channels of customer communication should be as smooth as a well-choreographed dance. Picture this: A customer seamlessly transitions from their computer to their mobile device and the experience is the same. This fluidity is not just a convenience—it's a cornerstone of an exceptional customer experience. 

We’ve all experienced the frustration of being confined to a single channel. Your organization's ability to break free from this limitation is a testament to its commitment to omnichannel excellence. It's about providing a seamless, interconnected journey for your customers, regardless of the touchpoint. 

5. Proactive Communication: Anticipate Needs Before They Arise

Imagine a scenario where your business not only meets customer expectations but surpasses them by anticipating their needs before they do. Studies, such as our recent Benchmark report, consistently demonstrate that having this foresight substantially enhances satisfaction levels.  

In practical terms, this means staying one step ahead.  Employ predictive analytics and market research (like customer surveys, for instance) to understand what your customers may require in the future and integrate it into your CCM solution. This will help you create an experience that feels tailored, attentive, and ahead of the curve. 

Keep in mind: proactive doesn't necessarily mean your customer communications need to be predictive. Simply sending communications about how a patient/policyholder/customer can get more out of their relationship is still proactive communication and something that adds value. 

6. Agility in CCM: Adapting to Rapid Market Changes

Your CCM strategy should be as flexible as your customers' needs and as adaptive as market trends. Rapid changes are inevitable, and the ability to adjust your communication strategy accordingly is what sets customer-centric organizations apart. 

For example, if a bank or insurer needs to adapt to new government regulations quickly, a CCM solution that allows them to manage and control content elements centrally will greatly reduce the time and effort spent manually updating communications. That’s because they’ll be able to make the change in one place and it will automatically propagate the change across any impacted communications, regardless of channel. 

7. Feedback Loops: Closing the Circle of Customer Engagement

Closing the loop on customer engagement involves more than just delivering messages; it requires a keen understanding of what your customers think and feel. Enter the realm of feedback loops—a vital component in maintaining a truly customer obsessed strategy. Establishing effective feedback mechanisms ensures a continuous improvement cycle based on valuable customer insights. 

Encourage customers to share their opinions, preferences, and grievances. Use surveys, social media interactions, and direct communication channels to gather this feedback. Once collected, analyze it systematically to identify areas for improvement. This iterative process not only refines your communication strategy but also strengthens the bond between your brand and customers, showcasing your commitment to meeting their evolving expectations. 


Becoming customer obsessed is not a one-time effort but an ongoing commitment. Implementing these seven strategies into your customer communications strategy will help you transform your organization into one that retains, attracts, and values the customers’ voice—ultimately leading to a positive impact on your bottom line and future success.  

Ready to Supercharge Your customer Communications?

In a world where customers are the heartbeat of business, a customer obsessed communications strategy is a necessity. The best news is that it’s an easily achievable goal for your organization and one that will pay dividends. Take the first step towards a more connected and customer-centric future by embracing these transformative strategies in your CCM. 

Download the latest Benchmark Report for in-depth insights and actionable strategies to drive customer obsession in your business.