Communication is fundamental for an enterprise and you use Marketing Communication, Corporate Communication and Internal Communication to influence customers, partners, employees, shareholders, governments etc. 2018 saw key communication trends emerge with cloud-based systems from chats to telephony, the advent of video in the mainstream and inflection point of influencers over brand ambassadors with exponential digital reach.
Based on our experience with customers, in enabling their enterprise communication strategies in 2018, this is our take on what will create the most impact for your communication in 2019.
Democratization of Enterprise Communication
The speed of change outside and inside an organization is simply too great for communication to be the sole responsibility of a few ‘designated’ communicators. 2019 will require everyone to be a competent communicator and respond quickly to information that flows up, down, and across traditional channels. Enterprise communication will democratize.
AI & Emerging Technologies
AI-powered chatbots are already powering customer interactions and they are set to raise employee & partner experience too. 60% of business-to-business companies are likely to redesign their processes to accommodate and ensure human augmentation for scalability and precision. What is your strategy? [Request a copy of the TWB_ book on Leveraging AI in the Modern Technology Enterprise]
Unified customer journey
While the idea of a unified customer or employee journey has taken root the journey still has to be mapped out for most organizations. The communication needs at each touch point yet to be ascertained. Transactional touch points — from invoices to product packaging to salary slips — will emerge as the key places to focus communication on as businesses realize attention spans here are short but attention is highly focused.
Visual & Print Communication
Pictures speak a universal language and with the need to connect to global customers as well as employees visual communication will continue to be a key communication trend both within and outside the enterprise. Print will see an upswing as well — as organizations realize that their focusing on digital only inadvertently closes down a key touch point. Digital and print can work together – and it creates simpler communication for customers.
Outsourcing of Communication
Creating relevant personalized communications requires enterprises to process data & preferences and manage presence across channels. Most organizations just don’t have the expertise to manage all three and it is therefore not easy to deliver relevant and personalized communications that appeal to the breadth of your customers’ preferences and across different media. Outsourcing communications can bring in expertise on demand, reduce costs, and diversify channel strategy. [Read more: TWB_ as the outsource communications partner of the Fortune 500]
Markets will get noisier & storytelling will be the major differentiator between businesses that get noticed and those that don’t. Businesses and brands that create human connections through the art of story will rise. [Read more by TWB_ : Great storytelling for business leadership: What makes listeners connect? ]
Global Teams are driving Internal Communications
Teams are becoming the basic unit of business as more companies move away from hierarchical organizations to functional teams. Teams are likely spread geographically and members have diverse cultures and communication styles. Importantly teams need to resolve conflicts on their own and work through complex issues to arrive at consent on a course of action. This requires people to communicate even more effectively.
Tech Entrepreneur, TEDx speaker & Philanthropist, Rakesh Shukla is a BTech-MBA & CEO of the world leader in communications for technology businesses with a worldwide Fortune 500 customer base. Rakesh is a speaker on Leadership, Strategic Marketing, Strategic Communications, creating world-class bootstrapped Startups & resurgence in business. He lives with 800 rescued dogs, has no work-life balance and will not have it any other way! Rakesh has been featured in 100+ interviews on the BBC, CNN, Al-Jazeera, CNN-IBN, NDTV, India’s national dailies etc.
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