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Back to Basics: Business Communication


I woke up at the butt crack of dawn the other morning with rising frustration at the fact that an appointment I had tried to book through a business’ WhatsApp channel had still not been attended to 24 hours later. I was perplexed because amongst the various ways to contact the business, WhatsApp was advertised the loudest on the website.


As a business owner and a consumer my frustration is two-fold. Firstly, as a business owner and someone who works full-time, I am constantly thinking of how I can get the news of my business on more platforms. This leaves me feeling stressed because I know I will not get the time to manage that effectively. I cannot take on too much if I know that I will not be able to handle the various platforms that my business is available on.


Secondly, as a consumer, I live, breathe and think convenience. If I cannot get a product or service timeously from one business, I will move on to another one, and the admin of that alone is frustrating.


In today's digital age, businesses are presented with an array of communication channels to connect with their customers. From email and social media to chat apps, the options seem endless. However, the age-old adage, "quality over quantity," holds true, especially when it comes to a business's communication strategy.


Instead of spreading yourself thin across multiple channels, you should consider the benefits of consolidating your efforts into one primary line of communication, especially if you are a small business.


I have listed 6 reasons why one primary line of communication is important:


1. Improved focus and efficiency


Managing multiple communication channels can be overwhelming and time consuming. Each platform demands attention, monitoring, and responses, which can lead to distractions and inefficiencies. By streamlining communication to a single channel, you can focus your resources and efforts on providing exceptional service and responses in a more organized and timely manner.


2. Enhanced customer experience


A dedicated communication channel enables your business to offer a more personalized and attentive customer experience. You can better understand customer needs and history, leading to more effective problem-solving and customer satisfaction. Quick responses and resolutions can be achieved without the risk of missed messages on scattered channels.


The age-old adage, "quality over quantity", holds true, especially when it comes to a business's communication strategy.

3. Resource allocation


Maintaining multiple communication channels often requires a significant allocation of resources, including staff, tools and technology. By consolidating communication into one line, you can allocate resources more efficiently, potentially reducing costs and improving the overall bottom line.


4. Better analytics and reporting


Analysing customer interactions and feedback becomes more straightforward when all communication is concentrated on one platform. This allows you to gather valuable insights, identify trends, and make data-driven decisions to enhance your products or services.


5. Reduced risk of miscommunication


Multiple communication channels increase the risk of miscommunication, as messages can get lost or misunderstood. A single line of communication minimises these risks and helps maintain clear and concise exchanges with customers.


6. Time management


Managing several communication channels can be overwhelming, leading to decreased productivity and potential burnout. A consolidated approach helps you manage your time more effectively and reduces the stress associated with juggling multiple platforms.



While the allure of being present on numerous communication channels may seem tempting, it's essential for your business to prioritise quality over quantity. By centralizing your communication efforts into a single channel, you can enhance efficiency, maintain a consistent brand image, and provide a superior customer experience.

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