Technology plays a more significant role in communicating now more than ever in our personal lives and our businesses.  In today's world, it's challenging for a company not to have some form of digital communication to communicate with their clients.  Digital communication options are endless, but a company must find balance.  However, there must be a balance between digital communication and human interaction to create the right mix with your clients.  Remember that no two customers are the same.  One may prefer digital, while your other client prefers personal interaction.  Here’s are some suggestions as to how to incorporate the use of digital interaction with human interaction.

1)      Establish Clear Expectations and Guidelines.

By the end of your first consultation with a client, it should clear how both parties will be communicating moving forward until the end of your contract.  Whether your client wants daily updates by phone, text message, email, or via your CRM, clear expectations and guidelines are the key to a happy client.

2)       Do away with Generic Responses.

 Oh, my goodness! Please don’t do this, especially during your initial contacts with potential clients.  Rather than sending a generic response, invest in a CRM to personalize your email correspondence with your client’s name.  Ensure that the content is based on their needs each time you communicate with them.  By doing this, you are building value with your client.  Your showing that you are attentive to their needs.  Once you understand your client’s communication preferences, you can increase efficiency by scheduling automated messages through your CRM.

3)      Stay Flexible.

While you want to abide by your guidelines, remain flexible.  Some clients may prefer telephone calls, while others may only want digital forms of communication. Understanding your client's communication preferences and adapting to them creates a unique experience for them but can also create a learning opportunity for you.  For example, if most of your clients are opting for digital communication over phone calls, this can be used as a learning experience for your company.  Digital communication could be the most effective way of communicating with our clients.

4)      Personal Touch for Me Every time.

I love technology, and I love my CRMs, but nothing is better than human interaction.  Even though CRMs are effective and your client opted for text messages and email, still find a way to create some form of human interaction with them, even if it something simple as asking them about their day, their vacation, or kid's basketball game.  Build value with your clients, show them that they are unique, and build a long-term relationship with them.

5. Explain what type of digital technology you use within your company.

Some clients may be hesitant to use newer technology.  Take the time to explain to them who technology you are using, how it works, and how it will help you help them with their projects.  Usually, clients feel more comfortable if they understand the technology.

Having consistent contact with your clients, using technology that is unique to your business, and keeping your clients at the core of your business will ensure ongoing success with your business.