In an era in which our fingers are more accustomed to tapping screens than shaking hands, businesses are communicating with clients via email, social media posts, and business proposals to build relationships and advance strategic goals. Although many achieve immediate goals, they also contribute to a new crisis of human connection, one marked by a barrage of notifications, emails, and virtual meetings that clutter minds and cause cognitive fatigue. Many businesses wish to strengthen the human side of their interactions, yet they may inadvertently contribute to the human-technology divide, risking relationships, mental well-being, and long-term business goals. It is therefore vital for businesses to embrace practices that put human connections back at the forefront of communication.
Human Connection Creating a Communication-First Culture
Leaders play a key role in creating a corporate culture that prizes communication and the human touch. Within their organizations, they can shun automated emails and notifications, let empathy lead the way, give and receive feedback, and embrace an open-door policy. Active listening is also key. At a time when technology consumes much of employees’ time, giving staff opportunities to share their concerns, ideas, and feedback can help leaders foster a culture that supports personalized communication. Leaders who embrace active listening principles lead by example, demonstrating the benefits of putting people first.
Personalizing Communication
When communicating with external clients, personalization is key. Companies sometimes allow internal language (such as “campaign” or “target”) to seep into external communications, or utilize words that sound too mechanical or formal. To humanize outreach, organizations can aim to reach one individual at a time and start a conversation. Small efforts can go a long way. For instance, instead of starting a sales email with “We are writing to inform you,” an organization can utilize warmer language such as “Hello, I hope you are doing well. Since you liked our (product X), we thought you might like to know that it is now on offer until (X time period). It also pays to refer to the recipient’s role, company, or recent achievements, so that clients feel that the organization understands their goals, values, and aspirations. This requires research; it is vital to know the recipient’s role, organization, and priorities before sending them communications. As such, it is worth studying their website, newsletters, completed projects, and professional profiles.
Guaranteeing Safety
Digital relationships rely on trust, and for this very reason, cyberattackers may target executives’ emails to obtain sensitive information from clients or redirect payments. In 2015, the high-performance networking hardware and software company, Ubiquiti Networks Inc, fell prey to a social engineering hack which saw hackers spoof executive emails to initiate wire transfers worth $46.7 million. That same year, the FBI warned that cybercriminals had stolen close to $215 million from businesses over the previous 14 months, targeting the emails of both business executives and employees. These statistics demonstrate that in this highly digitalized era, trust and safety are inexorably linked to the quality of communication. Businesses can protect their clients not only by prioritizing cybersecurity but also by establishing a clear identity in their communications and maintaining a consistent tone and transparent intent. These strategies help clients spot impersonation attempts and take action before damage is caused.
Offering Something of Value
Emails are often written with a specific sales goal in mind, but customers should feel like they are being given something of value rather than simply being asked to part with their money. For instance, companies can offer them an interesting statistic, invite them to download a report, or offer them an interesting blog post or story that will resonate with them. An email should have intrinsic value beyond simply informing customers about a specific campaign, promotion, or offer.
Writing Clearly and Concisely
Any professional who has received long or convoluted emails knows how impersonal they can feel. Clarity not only enhances understanding but also shows respect for the recipient’s time. Messages should state their purpose in the very first paragraph and avoid unnecessary jargon or technical terms. Simple language allows the reader to easily understand the sender’s intent and respond confidently.
In this digital age, it pays to avoid excessive automation and to take the time to research a message recipient’s wants, needs, values, and professional work. Organizations can benefit from creating a communication-centered culture, personalizing messages, and prioritizing cybersecurity. They should also write in simple, clear language and utilize a consistent, respectful tone that enables the recipient to respond quickly and confidently.
