Whether it’s a receipt, a push notification, or an Instagram Story: Customer communication today takes place across many channels simultaneously—often even in parallel. According to the DACH Loyalty Report 2026, we know that customers now expect greater speed, more personalization, and a wider selection of channels than they did just a few years ago.
In this overview, we’ll show you what really matters when it comes to effective customer communication—and provide direct links to our practical guides for specific channels and industries.
What exactly constitutes good customer communication?
A prerequisite for successful digital customer retention is effective and efficient customer communication. There are many ways to reach your customers. You can speak with customers in person at the store, send a newsletter, share information via social media channels, or send text messages and push notifications. Customer communication takes many forms. For example, we show you in detail how to use push notifications strategically in our article Customer Communication via Push Notifications.
Digital vs. Print: Where Customers Are Really Looking Today
The DACH Loyalty Report 2026 reveals a clear trend: When it comes to information about offers and news, consumers are increasingly turning to digital channels. Apps, newsletters, and digital catalogs are gaining importance, while print is losing reach.
How often is too often? Finding the right frequency
Today, customers want to hear from companies much more often than they did just a few years ago. According to the DACH Loyalty Report 2026, 82.1 TP11T want to be informed about offers and news at least once a week.
In addition, 61.0 % of respondents, according to the report, expect personalized, individually tailored offers instead of generic mass messages. In an accompanying survey, companies that use their hello again loyalty app with AI features report that 26.4 % of their customers experience faster and better customer communication as a result.
A Comparison of the Most Important Channels
| Channel | Range | Personal Level | Typical Applications |
|---|---|---|---|
| push notification | Right on your smartphone, highly visible | Very personal, with consent | Last-minute promotions, reminders |
| Email Newsletter | Reaches customers even without the app | Customizable | Regular updates, automated messages |
| Social Media | Wide reach, even for new customers | More general, community-oriented | Brand Building, Reach, Inspiration |
| Face-to-Face Meeting | Limited to a branch or location | The most personal | Advice, Trust, Individual Needs |
| Text Message | Even without an Internet connection | Direct, but less personal than a push notification | Urgent Information for Customers Without the App |
Customer Re-engagement: When Things Get Quiet
Out of sight, out of mind? It doesn’t have to be that way! In our article Customer Winback: 10 Strategies & Message Templates, we show you how to win back „dormant“ customers with the right strategies and why this second chance is worth it for your business.
Seasonal Communications: Christmas and Other Occasions
Christmas is the most important time of year for many small and medium-sized businesses—and thus a great opportunity to build long-term customer loyalty. In Christmas Advertising: A Practical Guide for Small and Medium-Sized Businesses, we show how Advent calendars, mobile coupons, and fundraising campaigns can lead to increased foot traffic and sales.
Industry Examples: Bakery and Hair Salon
How can bakeries attract more customers today? Our article Advertising for Bakeries: How Digital Engagement Stabilizes Your Sales shows how digital loyalty cards, pre-orders, and a dedicated app can strengthen customer loyalty in the long term.
Advertising for hair salons doesn't have to be expensive or complicated, but it should be a good fit for your salon. In Advertising for Hairdressers: The Best Tips for Your Success, you’ll learn how to increase your visibility using simple methods and build long-term loyalty among your regular clients.
Social Media as a Communication Channel
Social media platforms such as Facebook, Instagram, LinkedIn, and Xing have made it easier to network and have significantly changed the way we communicate with customers. We’ll show you how to use LinkedIn and Xing strategically for your business in Social Media Marketing: How to Use LinkedIn and Xing for Your Business.
Conclusion: Customer Communication as the Foundation for Genuine Customer Loyalty
Today, customer communication is more diverse and personalized than ever before. Customers expect digital channels, regular updates, and content that truly resonates with them.
The DACH Loyalty Report 2026 clearly shows that companies that meet these expectations build trust and stay top of mind with their customers. In the end, one thing matters most—the right channel, at the right time, with the right message.
FAQ: Frequently Asked Questions About Customer Communication
Which communication channels do customers prefer most today?
According to the DACH Loyalty Report 2026, 71.5 % of respondents rely on digital channels such as apps, email newsletters, or websites. Only 28.5 % still prefer traditional print mailings. This trend has intensified significantly in recent years, particularly in Germany and Switzerland.
How often should I contact my customers?
The DACH Loyalty Report 2026 shows that 82.1 % of customers want to be informed about offers and news at least once a week. However, the preferred frequency depends heavily on the industry—someone who shops at the bakery every day expects more frequent updates than someone in the fashion retail sector. It’s best to test different frequencies and see how your customers respond.
Why is personalization so important in customer communication?
According to the DACH Loyalty Report 2026, 61.0 % of respondents expect personalized offers. General messages without a personal touch are increasingly seen as annoying. Modern loyalty systems help automatically segment target groups without requiring you to customize every message manually.
What is the difference between customer communication and customer loyalty?
Customer communication refers to the exchange of information with your customers through various channels. Customer loyalty is the overarching goal, which is achieved through effective communication, rewards, and positive experiences. Communication is therefore one of the most important tools for building customer loyalty.
How does a loyalty app support customer communication?
A loyalty app brings together multiple communication channels—such as push notifications, email, and news—all in one place. You can reach your customers centrally through a dashboard, instead of using multiple tools at the same time. This saves time and makes your communication more consistent.
Is professional customer communication worth it even for small businesses?
Yes, small and medium-sized businesses in particular benefit greatly from this, because personal communication already plays a major role for them. With the right digital tools, you can replicate this sense of connection online and on a larger scale. That way, you stay top of mind with your customers without having to take manual action every day.
