One point to consider is which parts of the customer life cycle are we fax lists forcing the customer to have a bad experience or to increase their effort unnecessarily by using the wrong channel. For example: is it necessary to force the customer to wait for our phone call when the most convenient way for the customer is SMS or WhatsApp?
On the other hand, why ask for documents to be sent by email if the client does not use it? Your clients probably do not use this method because they are not used to it or do not know how to do it, as is the case with many older people and many young people. Therefore, we must reflect on whether we are really respecting the needs, times or tastes of our clients.
In order to understand our customers, we need to interact effectively with them and thus obtain valuable information. We need to track the sales process: before, during and after. This will help us to know, for example, which means of customer communication were the most effective.
