The importance of communication systems in the retail sector

27/07/2021

We can start by discussing communication systems as we used to a couple of decades ago—mere telephone systems that offered the advantage of allowing companies to communicate effectively with customers and provide good service and attention to them.

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In addition, they were also a key element in teamwork, as they provided workers with the opportunity to collaborate and carry out their tasks easily in a team from any location.

In any business, it is essential to have a telephone system that allows effective communication, both internally and externally.

Today, we see how traditional telephone systems have evolved and given way to more advanced solutions that operate over the Internet. This offers large and small companies the opportunity to work more flexibly, and it also helps them retain and gain new customers.

Today, we want to talk to you about how virtual telephone services can play a fundamental role in the retail sector, as communicating our message does not always have to be done visually.

Current communication channels

An effective telephone service remains one of the most important elements within a strategy aimed at improving customer service. However, it is true that thanks to advances in new technologies, the telephone has become a secondary medium in the relationship between customers and companies.

Currently, consumers prefer to contact businesses through instant messaging applications, such as WhatsApp or Telegram. Thus, in retail companies, as in those in other sectors, developing an omnichannel strategy ensures that, from the customer’s point of view, they receive information through all communication channels. It is, therefore, a process where the company has the opportunity to offer its products and services in a simple, accessible, and innovative way. Businesses must pay attention to the latest trends and changes in customer behaviour and their environment to adapt to them successfully. This is why current telephone systems allow for the integration and incorporation of these applications, enabling the management of these communication channels from a single platform and thus avoiding potential divisions that the consumer may notice.

Why is communication so important in the retail sector?

As mentioned earlier, in the retail sector, our message is not conveyed solely through good visual communication. This does not mean it is not important, as it is the foundation of these companies, but it must be complemented by a strong omnichannel strategy that allows customers to learn about the product or service’s features through other means.

Below are some ways to communicate your product’s features to your customers following an omnichannel strategy:

Integrating your instant messaging applications with your telephone system. As we said at the beginning, traditional telephone systems have given way to more sophisticated ones. Thus, virtual switchboards allow companies to receive and make calls from anywhere and any device. They only need to access a platform from their browser to manage these communications. This facilitates integration with other applications, such as WhatsApp or Telegram, which we can use to issue statements and updates about our new products and services. It also helps us provide our customers with information about their order status or any changes they need to know.

Virtual switchboards, the solution in business digitalization.

With mass call software. Telemarketing has always been considered one of the most effective means to acquire and retain customers. Although some businesses and individuals still find these campaigns aggressive (as their reputation has been damaged on more than one occasion), it is also a way to contact consumers already interested in what we offer. To conduct a telemarketing campaign, we must create a database to select contacts where we see a business opportunity. This is crucial, especially in the retail sector, where products are sold to a large number of customers.

Integrating the company’s CRM with your communication system. For any business, it is important to provide personalised treatment to its customers. CRMs are systems that store all information related to them. In retail businesses, where a large amount of data is handled, these tools are even more important for understanding references such as the customer’s order status or tracking number.

With the CRM connected to a virtual switchboard, we can instantly access customer information when we receive a call or message, and we can also modify data from the platform itself.

Adding features to our virtual switchboard. When looking for a virtual switchboard, we must consider various factors. Among other things, we must find a solution that offers the features that suit our company’s needs and characteristics. Thus, for retail businesses, it may be very useful, for example, to add the possibility of phone payments so that customers can make their purchases during the call.

Standout features in our communication systems

Currently, there are hundreds of companies in the market offering the same product, especially in the retail sector. In these cases, the customer perceives the difference in customer service. Therefore, it is essential to find the right tools to provide exceptional assistance when they contact our business.

As we have mentioned, this is achieved by including a series of standout features in our communication systems for customers.

Finding a solution adapted to our needs and incorporating the features we desire is not always easy. In fact, it requires time and an in-depth analysis of our business, in addition to comparing different virtual switchboard offers.

In summary, communication in the retail sector is a very important factor in adequately conveying the features of the product we sell, and therefore, finding the system that suits this is essential.

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