How to Build a Dynamic Communications Team

How to Build a Dynamic Communications Team
The Siliconreview
31 March, 2022

Customers are essential to the success of any business, and effective communication is essential to maintaining good customer relations. To grow and thrive, your organization must ensure that every experience your customers have, or message they receive, leaves a positive impression and leaves them with a feeling of trust.

But to do this, you need to establish a strong foundation and communications strategy — and that means building a top-flight communications team that will be up for any challenge. Here's how you can create a communications team that will take your organization to the next level.

Set Up Your A-Team

As with any group effort, building a strong communications team means finding the best talent available. You don't want to have a team where everyone is wearing hats that aren't suited to them.

Your team should consist of skilled, educated and experienced people in a wide variety of specialized skills: public relations, media, digital communication, information technology, marketing, branding, financials, and leadership. Ideally, your team should have the education and professional credentials necessary to help you make stronger connections with your audience. A team where everyone has a focused role and can concentrate on their area of expertise is ideal.

Implement Smart Technology

It's the digital age, and that means making the most out of digital tools. For your team to operate at peak efficiency, they need tools that will automate, streamline, and organize their tasks. Thanks to a shift in how Americans live in 2021, there's already been more widespread adoption of digital tools like Zoom and GSuite. Making use of more sophisticated digital tools such as AI chatbots, customer relations management (CMS) software, and other software solutions will help your team make the most of their time.

Secure Your Position at the Leadership Table

Having a strong communications strategy also means having a coherent vision for your messaging, and that means leadership. Having a strong leader at the executive level who understands the strategies and direction the company wants to go in will make all the difference in your success as a business.

Develop Communications Strategies and Policies

Of course, to properly take the lead in your communications strategy, you'll have to build that strategy from the ground up:

  • Have personnel dedicated to customer service and relations, and make sure they understand and embrace the company's vision.
  • Learn and analyze your customer profiles to figure out customer segmentation and personalization, a vital part of doing business in the 21st century.
  • Have an omnichannel communications strategy that works across brick-and-mortar locations, email, social media, chatbots and mobile apps, and so on.
  • Make use of live chat tools, which have been proven to bring customers back to your website (this relates to the point about smart tools above).
  • Develop self-service support channels for your customers who prefer to try to resolve their issues without phone or chat support.
  • Have a coherent, unified communications policy that will work across all channels and departments, and make certain employees understand it.

Keep Your Finger on the Pulse

Business moves fast in the twenty-first century, and resting on your laurels is not an option. You'll want to keep yourself and your team abreast of any industry changes, shifting economic factors, customer sentiment, trends in communications, and developing new technologies that could further improve how your company communicates.

Cross-Department Collaboration

While developing your communications strategy, it's important to remember that your communications team does not exist in a vacuum. They're there to support the needs and objectives of the company, and that support must be inclusive across all departments.

The solution to this is more communication — efforts like company newsletters, mandated progress updates for various departments, training programs, and otherwise cultivating a culture of collaboration within your organization are all powerful tools. Even the dreaded meetings, when made more productive and focused with clear goals, can provide substantial benefits.

Analyze Data

Another cornerstone of business success that applies just as much to a strong communications team as anywhere else: Metrics! To keep improving and refining your communications strategy, you should always be measuring things like customer feedback, customer experience data and satisfaction (CSAT), your customer effort score (CES), social media metrics such as brand mentions, negative comments, technical questions, and so on.

You should also be looking at measurements of customer churn, resolution rate, first response time, customer ticket request volume and ticket handling time. Effectively analyzing these metrics will give you the information you need to further perfect your communications strategy, prepare for changes in the business landscape, and build upon your previous successes.

Building a dynamic communications team isn't easy — it requires vision, focus, strong leadership, the best talent you can afford, and a strong strategy that's agile enough to adapt to the business world's constantly changing trends and needs.