Introduction to Customer Communication and the Design Process
In any business, effective communication with customers is paramount for success. This tutorial will guide you through the process of establishing and managing communication channels with customers, including how to initiate conversations, what information to seek, when to escalate matters to other departments and to gather enough information to initiate the design process effectively.
Establishing Communication with the Customer
All direct customer communication occurs through Airtable, ensuring a centralized and organized platform for interactions. Customers do not have access to employees personal email addresses but can be reached through the "send message to customer" button in the Airtable timeline, linked to their job number.
Understanding Message Types
1. Artwork or Data File Request: Used in various scenarios such as requesting artwork links for file uploads or addressing design issues like resolution or sizing. A pre-made email template streamlines this process, minimizing the need for manual typing.
2. Clarification Question: Designed for straightforward queries not involving a representative, like confirming artwork details or requesting specific information. This message type includes a premade introduction and closing.
3. Custom Message: Exclusively used for sending files to customers, particularly when providing high-resolution PDF proofs or seeking approval for existing designs. Like the others, it includes predefined introductory and concluding messages.
Managing Message Delivery and Status Updates
After sending messages, job statuses transition to "Customer message sent," ensuring clear tracking of communication progress. To maintain engagement, message reminders are manually resent every three days using the "resend update" button.
Escalating Customer Conversations
Messages are escalated to other departments if they impact the design order or involve inquiries beyond design parameters, such as quantity, billing, or shipping. Common escalations include requests for representative callbacks or issues raised in proof change forms.
Utilizing Escalation Forms
Depending on the nature of the escalation and desired status changes, specific forms are used. The "Design requires attention" form triggers status changes in Airtable, while the "Order update" form maintains job queues without altering status.
Shaping the Conversation with the Customer
It is important to understand that communication styles vary amongst individuals, so adapt your dialogue to suit the needs of each customer. Also recognize that discussing pricing upfront might deter potential customers. Avoid emphasizing costs at the initial stage of interaction and look to discuss these three areas:
Three key aspects:
Product: Understand what product or service the customer is interested in.
Project Vision: Gain insights into the customer's vision for the project.
Their Business: Learn about the customer's business objectives and needs.
The Customer's Initiative
When a customer reaches out, it indicates their interest in what you offer. Your goal is to maintain this interest throughout the conversation, and If a customer walks away without engaging further, it suggests that there is a flaw or misunderstanding in your dialogue approaching them.
Assessing a Customers Interest
This can be achieved by asking relevant questions to gauge their level of commitment. Another method can be to offer them samples to reinforce their interest. However, delay sending samples if the customer has already expressed strong interest in a specific product to prevent them from reconsidering.
Handling Pricing Discussions
Be strategic when discussing pricing. Only send pricing information after establishing the value of what you're offering. Highlight the unique features or benefits that justify the pricing to be discussed and be prepared to address any concerns or objections regarding that pricing. As mentioned earlier, be mindful that sharing pricing prematurely might prompt the customer to seek cheaper alternatives elsewhere so only start discussing pricing once there's clear job in place.
By following these steps and understanding the intricacies of customer communication, you can ensure smooth interactions, prompt resolutions, focusing on customer needs, and strategically addressing pricing, you can effectively gather the information needed to kickstart the design process and enhance customer satisfaction!