Chris Caesar

You talk to your friends with it. And your family. And sometimes, even your boss. So, why not your customers? As consumer patience continues to wane for waiting on hold, automated phone menus, and days-long email exchanges, business messaging — that is, sending text or chat messages to brands — is quickly emerging as the preferred channel for both businesses and shoppers alike.

Typically speaking, in nearly every context, keeping one’s head attached is seen as a smart move. And losing it? Well. That’s almost never good. However, new trends in ecommerce may well turn this sort of thinking on its — you guessed it — head.

From Ancient Greeks haggling face-to-face in the Agora marketplace to customers tweeting for a refund, it’s clear that communication is a timeless, central element of any relationship between a business and its customers — even if its nature is always changing.

In marketing, communication is everything — much like the proverbial tree in the forest, your customers won’t hear a peep from your marketing campaigns if they aren’t around to see or hear it. It’s why they’re called “touchpoints,” after all: interactivity is key.

Collect customer feedback? That’s a great start! We found 83% of businesses who describe themselves as “successful” measure customer satisfaction. In fact, research published in the Harvard Business Review shows just the act of asking customers for their feedback makes them happier—and can increase their likelihood of shopping with a brand again. But if you’re like many companies who listen to customers, it’s probably not enough.