Communicating with Customers

Effective communication is essential in ensuring an organization’s ability to both attract and retain customers. As primary stakeholders of an organization, customers play an instrumental role in determining an organization’s present and future success. Customers desire and deserve that organizations that they support through purchasing their products and/or services will recognize their responsibility to ensure that their customers are kept appropriately informed of issues and matters that influence their continued relationship with and patronage of an organization. Being “kept in the loop” when appropriate is a reasonable expectation of an organization’s customers. Ensuring effective communication with an organization’s present customers as well as new customers that it desires to attract and retain, is an important role and responsibility of an organization and its employees—particularly those employees that have forward-facing roles and responsibilities that involve interacting with customers on behalf of an organization.