The Importance of Good Customer Communications

The key to excellent customer relationships is maintaining first-class communication from day one. In today’s market, the phrase ‘under promise, over deliver’ is still as relevant as ever. By managing your customers’ expectations effectively, you not only enhance their opinion of your business, but also increase the likelihood that they will use your services again and recommend you to others.

We’ve all been frustrated by poor communication at some point—waiting for a tradesperson who didn’t show up or a parcel that didn’t arrive. The most frustrating part is not the delay itself, but the lack of communication. If companies manage expectations and keep customers informed when delays happen (and let’s face it, they do), the situation becomes much more manageable. A simple phone call can make a huge difference. It’s not just common courtesy; it’s an essential element of good customer service. If we’re informed in good time about changes, we can make alternative plans and minimise the inconvenience.

Why Good Customer Communication is so Important

In any role that involves providing a service—whether to internal or external customers (and let’s be honest, most jobs do)—it’s vital to keep them informed about progress. Keeping customers in the loop helps to cement a good relationship. This is especially important if you’re running behind schedule or need input from them before you can proceed.

A key point to remember is communicate with your customers in the way they prefer. If they prefer emails over phone calls, respect that. And never send a text message unless the customer initiates the conversation in that format.

In a previous role, I worked for a company that sent out a customer satisfaction survey after each job. The feedback was often along the lines of, ‘We were delighted with the product—the quality was first class, and both our staff and customers were impressed. However, we wish we had been informed when the installers were coming, as we hadn’t prepared for their arrival.’ To fix this, we introduced a new procedure that made the production manager responsible for communicating with the customer at each stage of the manufacturing process, ensuring no one was left in the dark.

A Real-Life Example of Excellent Customer Service

A great example of exceptional communication was the company that fitted blinds for my new windows. From the moment I first made contact to the day after installation, I received regular updates via both text and email. They thanked me for my order, informed me of their progress and checked that I was happy with the quality of the blinds and the installer’s conduct. This made me feel valued as a customer and left me much more inclined to recommend them to others.