Using Electronic Channels of Communication: Strengths and Weaknesses

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  • 0:01 Electronic Channels
  • 0:55 Advantages
  • 2:20 Disadvantages
  • 3:32 Lesson Summary
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Lesson Transcript
Instructor: Jennifer Lombardo
Electronic channels of communication allow businesses to reach customers and communicate internally through the use of fax, text and email. Employees should be aware that there are both advantages and disadvantages to using electronic tools.

Electronic Channels

Wes and Les are identical twins who both work for competitive car dealerships. Wes is a top salesperson for Motor Works, while Les is a struggling sales representative at Car Lax.

Wes and Les were having lunch recently to catch up about work. Les complained that he is having trouble finding new customers and doesn't have a way to check in with former customers. Wes felt bad for Les' work problems and decided to share some sales secrets over some soup. Les was shocked to learn that Wes' success was driven by his effective use of electronic communication to communicate with customers.

Electronic communication is defined as any type of communication using technology - like computer, phone or fax. Wes told Les that he uses emails and texts to distribute information to his clients very effectively.

Advantages

Wes has been named car salesperson of the month four times this year, while Les is facing job termination if his sales do not improve. The key to successful car sales is developing relationships with customers. In addition, a salesperson needs to be able to communicate effectively with potential customers.

Wes explained that he developed an email campaign that allows him to email his past and current customers once a month. In the campaign, he communicates new car deals, offers dealership maintenance coupons and passes along helpful car tips. Wes also employs mobile marketing and texts customers car deal information and specials. Lastly, he uses the Internet and chats with potential customers on his dealership website to help bring in new clientele.

Les was very impressed with Wes' ability to network with past customers and gain recommendations through word of mouth. He also was interested in the new mobile marketing campaigns to communicate quickly with customers through their cell phones.

Wes told him that the major advantages of electronic communication are:

  • Ability to offer two-way communication with customers
  • Provide constant feedback on products
  • Provide instant customer service
  • Ability to customize and tailor messages to individuals

Disadvantages

Les was ready to rush back to his dealership to launch different electronic communication campaigns. Wes cautioned Les to really think about his objectives, customers and budget before beginning. Wes explained that there are some disadvantages of using electronic communication, such as:

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