This post is one in a series designed to help SME businesses benchmark their business and create a best practice business improvement plan across all of their business processes.  You can find the links to the full series here.  

image of embossed gold card on white satin addressed to dear customer representing best practice customer communicationToday’s customers expect personalised, relevant communications that are available in real-time and accessible through the channel of their choice.

These interactions can happen through a widespread range of media and output, including documents, email, Short Message Service (SMS) phone calls, in person meetings, social media channels, video streaming, podcasts and Web pages.

An effective customer communications process results in reduced customer acquisition costs, increased client retention and maximised lifetime value of each customer.


How does your business measure up?

Review your business against this best practice benchmark now

BEST PRACTICE BENCHMARK: We have a clearly defined customer communication system and we stay in touch with all leads and clients at optimum times based on their preferred communication channels, communication preferences, goals and interests, and stages in the buying cycle. #Customer-relationships

Here’s a checklist to help you determine how well your business meets this benchmark.

  • We have a documented customer communication process customised to leads and clients at each stage in the buying cycle
  • We communicate with every lead and client at least once a month.
  • We reply to all enquiries within 1 business day
  • We keep our clients up to date about what we are doing for them and if there is a problem. We do NOT wait for them to call us
  • We include customer communication performance indicators into the job description of every staff member.
  • We personalise our communication strategies and communication content to best meet the communication preferences and needs of our clients and leads. 
  • We document customer feedback and customer experiences to create customer case studies and stories which we share with other customers and potential customers as part of our customer communication strategy. 

About the Author

Brenda Thomson

Brenda Thomson

CEO and Founder of the SMART-Connect Alliance

Brenda is the CEO and founder of the SMART-Connect Alliance.

Brenda is an experienced small business owner.  She has won an Australian Home Based Business of the Year Award, the My Business Magazine Best Start-up award and has also appeared in the Anthill Magazine top 100 Cool Companies and top 100 Innovative Businesses list.  Brenda has an honours degree in organizational psychology and a Graduate Certificate in training and development and is an experienced trainer, facilitator and counsellor.

Brenda is a firm believer in mutual collaboration combined with a practical, hands on tools, strategies and systems as the most effective way to achieve real results in business. 

Brenda is a sought after mentor, speaker and trainer in the areas of strategic alliances and joint ventures and networking with a twist.  She is also passionate about actively giving back to the wider community. In addition to donating her speaking fees and a proportion of every SMART-Connect Alliance membership to provide microfinance to help women in Malawi to start their own small businesses, Brenda has also climbed the Himalayas to raise money for Kids Help Line and helped lay a pipeline to supply water to a remote village in Tanzania.

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