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The five biggest challenges that companies have when communicating with their customers

Navigating the world of customer communication can be tricky. From emerging businesses to established companies adapting to market changes, everyone encounters challenges.

Based on our twenty years of experience in crafting effective communication strategies, here are the top five challenges and how to tackle them:

Avoiding Jargon

It’s easy to slip into industry-specific jargon when you’re deep into your field. While technical terms might make sense internally or among peers, they can alienate or confuse potential customers. Your audience is still learning about your brand and what you offer, so clear, simple language is crucial.

 

Solution: Use plain language that anyone can understand. Imagine explaining your product or service to a friend who knows nothing about your industry. This approach not only helps in engaging your audience but also improves your search engine optimization (SEO). Make sure your website and marketing materials are clear and accessible to everyone, regardless of their background.

Avoiding Communication Overload

Too much communication can overwhelm or irritate your audience. Whether it’s an excessive number of emails or multiple PR campaigns running simultaneously, a flood of messages can be counterproductive.

 

Solution: Develop a strategic communication plan that prioritizes key messages and selects the most effective channels for your audience. A well-organized plan helps ensure that your content is relevant and timely, preventing spamming and maximizing impact. Focus on delivering valuable content without overwhelming your audience.

Navigating Cultural and Language Differences

Regional and cultural nuances can greatly affect how your messages are received. Missteps, like confusing geographical locations or using inappropriate language, can damage your reputation.


Solution: Be mindful of cultural and regional differences. When creating content for different markets, adapt language and phrases accordingly. Similarly, involve native speakers and translators when creating content for international markets to avoid miscommunications and ensure accuracy.

Maintaining a Human Touch

In the age of digital communication, it’s easy to rely solely on automated tools and online platforms. However, personal interactions can be more impactful and reassuring for customers.

 

Solution: Ensure your customers have access to real people, whether through live helplines or video chats. Personal interactions build trust and provide a sense of security. This approach also applies to media relations—face-to-face meetings or interviews with reporters can make a significant difference, especially during crises. For instance, a food and beverage brand we worked with used in-person media engagements to clarify their expansion plans and address community concerns effectively.

Embracing Authenticity

Customers increasingly seek authenticity from brands. They want to know what you stand for and how your values align with theirs. Authentic communication builds trust and strengthens relationships.

 

Solution: Be transparent and genuine in your communications. Share your brand’s identity, values, and goals openly. If you’re on an ESG journey or involved in CSR initiatives, be honest about your progress and challenges. For example, North P&I effectively communicated their support for maritime workers through CSR initiatives, demonstrating genuine concern and involvement in their sector. Highlighting such efforts can build trust and encourage customer engagement.

Moving Forward

Addressing these communication challenges requires a thoughtful approach and a willingness to adapt. By avoiding jargon, managing communication load, respecting cultural differences, maintaining a personal touch, and staying authentic, you can enhance your customer interactions and build stronger relationships. Ready to improve your communication strategy? Start implementing.

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Anil Nim

Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.

Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.

When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.

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