6 trends for customer communication in 2019

Together with my colleagues, I work hard on innovations to help our clients come into even better contact with their customers. In every phase of the customer journey, from central management. Based on our experiences in 2018 and the international successes of our partners, I expect the following innovations in customer communication in the Netherlands for 2019:

1.Mobile first

Most customer communications are not yet suitable for mobile use. In 2019, many organizations will have outgoing correspondence better tailored to customer expectations and therefore more suitable for use on mobile devices. A PDF or 'plain' email is no longer sufficient. Re-design of messages results in better communication layouts. For example, by using tabs and dynamic tables.

2. Focus on context instead of content

Personal and relevant communication still appears to be a major challenge for many companies. In some cases this even results in fines because, for example, invoices are not clear enough. In 2019 I expect a shift in focus from content to context (viewed from the recipient's perspective). Messages that are tailored to the recipient and in which he or she recognizes himself. Integration of customer communication systems with channels such as video, social media and chatbots offer plenty of opportunities for 2019.

3. Real-time use of data

During the time of Hurricane Irma, an insurer in the US sent its customers a very personal message announcing that their home was on the path of the hurricane. It also stated the time when the hurricane would arrive and tips for protection and accessibility during the hurricane. A nice combination of smart use of customer data, location data and the message. Links of data sources to customer communication systems make this possible.

4. Chatbot integration

According to experts, 2019 will be the year of chatbots in the Netherlands. The first experiences gained will hopefully result in better quality. It is not the degree of Artificial Intelligence that should be central, but the way in which you as an organization are enabled to set up structured conversations based on data, business logic and people themselves. Only then will customers appreciate this positively.

5. Interactive personalized video

Video is fun and works much better to reach people. So a huge number of (campaign) videos were produced in 2018. Often informative or tempting, with a strong focus on the quality of the video and some personal data or interactive buttons here and there. Nice to stand out, but less successful at actually encouraging people to take action. Structurally using video in your customer communication is a trend that will undoubtedly break through in the Netherlands. Not linear videos that are the same for everyone, but videos that are unique for each recipient. And that can be used at every stage of the customer journey. For activation or on-boarding, for example. Or to explain annual accounts. But also for the extension of a contract. With options for integration into chatbots and social media, there are plenty of opportunities to get closer to the customer in 2019.

6. Centralization: get rid of silo communication

Customers expect a consistent experience in all contact moments with an organization. Many organizations underestimate its importance. An innovation program could well result in a nice digital process, for example to take out your mortgage online. If the web environment in which this process is set up is not connected to the customer communication environment, from which all correspondence about current mortgages is sent, there is a good chance that a huge difference in experience will occur. By managing customer communication from a central location in the organization and connecting it to all primary processes from there, you can better manage the realization of a consistent experience.

Early Adoption Program

The year 2019 will be an exciting year in the field of customer communication. There are plenty of visions about improvements to really put customers first and reach them better. Technology also makes it possible, so there are plenty of opportunities for improvement. It now becomes especially important to choose where to start. Customers don't wait.

I am still looking for participants for an early adoption program with a chatbot in the Netherlands. If chatbot integration into a customer communication system is a topic of discussion within your organization and you are interested in discussing it, please contact me at dennis.koorn@dialoggroep.eu.

Finally, you can view an example of the integration of chatbot and personalized interactive video here.