Operational & Inspirational Messages
Any communication strategy must be made up of both operations communications (call back letters and any operational messages) and inspirational contacts (on-boarding messages and marketing messages). While you need to customise your communication strategy to fit your business needs, to drive the customer experience, you also need to consider the needs of the consumer.
Operational Communications that Fit the Customer Journey
Not every hearing healthcare business calls their traditional hearing aid customers back every six months. So your operations communications will be based on the customer journey that you offer. In essence, these are simple communications for appointments and notifications of the ending of warranties.
Inspirational Communications that Drive Customer Experience
The focus of inspirational messages is different, these type of communications should be used to drive a deeper relationship with the customer. These are messages of value with relevance to the customer and where they find themselves in the journey. What will those messages consist of and when should they happen?
We mentioned on-boarding communications earlier; onboarding communications can consist of consumer-focused messages during the early period of hearing aid adoption. They can be as simple as printouts from a hearing aid manufacturers fitting software detailing the programmes on the hearing aid and simple handling instructions.
They can also include a branded note taking booklet designed to help customers keep records on their experiences during the initial phases and beyond. They could be SMS or email messages scheduled to arrive over the first fourteen days to encourage and reassure the customer in the wearing of their new hearing aids.
In fact, onboarding inspirational messages can start long before a prospect becomes a customer. You could consider delivering onboarding messages to candidates before the initial consultation. Communications like:
- How hearing loss works
- What to expect at your hearing test
- How hearing aids work
- Choosing the right hearing aid technology for you and why it matters