The Art of Creating Two-Way Communication with Your Customers

Published: 03 May - 2022 by Ben Rendle

Two-way communication is the key to a strong customer relationship. When customers feel like they can communicate with you easily and openly, they are more likely to return to your business in the future. In this blog post, we will discuss some tips on how you can create two-way communication with your customers and build lasting relationships with them.

The Feedback Gap

One of the main reasons why two-way communication is so important is because it helps to close the feedback gap. 

The feedback gap is the space between what customers want and what businesses think customers want. By closing this gap, you can create a more customer-centric business and improve your customer retention rates.

There are several ways that  you can close the feedback gap. The most important way is to make it easy for customers to provide feedback. This means that you need to have a system in place where customers can easily share their opinions with you, and you must also be responsive to that feedback.


Automation is incredibly helpful in closing the feedback gap and creating two-way communication with your customers. Automated systems can help you to collect customer feedback and then act on that feedback quickly. This helps to ensure that your customers’ needs are always being met.

Artificial intelligence  can also help to automate the process of two-way communication. AI can be used to listen to customer feedback and then respond to that feedback in real-time. This helps businesses to create a more personal connection with their customers and show that they are listening to what they have to say.

Create a Follow-Up Timeframe 

One of the most important aspects of two-way communication is following up with customers. This means that you need to create a follow-up timeframe and make sure that you are responsive to customer feedback.

Follow-up timeframes can vary depending on the business. However, it is generally a good idea to follow up with customers within  a week of receiving their feedback. This gives you enough time to address any issues that they have raised and show that you are taking their feedback seriously.

If you cannot address an issue within a week, then be sure to update the customer on what steps you are taking to resolve the issue. This will help to maintain transparency with your customers and keep  them informed of what is happening.

Measure Your Success

One of the best ways to measure the success of two-way communication is by using customer feedback metrics. These metrics can help you to track how well you are doing with two-way communication and identify any areas that need improvement.

Customer feedback metrics can include:

  • Number of customers who provide feedback

  • Types of feedback  received

  • Response time to customer feedback

  • Amount of time it takes to resolve an issue raised by a customer

  • Customer satisfaction ratings

By tracking these metrics, you can ensure that two-way communication is having a positive impact on your business.

Final Thoughts: The Pareto Principle

The Pareto Principle is a business principle that states that 80% of the results come from 20% of the effort. This means that  by resolving 20% of customer complaints, you will effectively be solving 80% of the customer issues that are costing you money. By using customer feedback, you can identify these high-value customers and then focus on satisfying their needs. This will help you to improve your business as a whole and increase customer satisfaction, which in turn boost sales and profitability.


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