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Seven steps to creating a better customer experience through clear communications

Overview

Bills, invoices, and statements are opened, read and acted upon by nearly everyone. So too are letters and notices. Some surveys say up to 98% or 99%. When done well, they reduce costs and customer service calls while creating a better customer experience.

When you plan on redesigning any communication, first dismiss the notion that anyone can do it. There is no easy shortcut for designing transactional communications that are effective and successful.

Transactional communications are complex, have content that changes on the fly, need to accommodate small as well as large dollar amounts, and can be very confusing, all of which can cost the company time, money and customers.
So, start with the premise that you are creating clear communications for an audience that is most likely not familiar with your industry. Then move forward, keeping in mind these seven key points to ensure a successful outcome.

  • 1: Project Plan

    Have one upfront and stick to it. The plan should include representatives from all departments that touch the communications.

  • 2: Don't Rush

    This is a project that takes time not only because it is complex, but also to ensure that you get it right the first time. Remember one of Murphy’s Laws, “There is never enough time to do it right the first time, but there is always enough time to do it over correctly.”

  • 3: Senior level sponsor

    A sponsor will emphasize the importance of the project and to be the final decision maker. After all, this is a project that spans the breadth of the company.

  • 4: Decision makers

    Gather in one room all decision makers who touch the communications – the sponsor, project manager, business owners, marketing, customer service, IT, legal, compliance, etc. This way they not only will buy into the project from the beginning, but also feed off each other and come to agreement on all issues. They will be invested as a team to stay on track and finish on time. Doing it this way sets the bar, makes everyone have the same level of commitment and solves all problems and issues along the way and not at the end.

    Some of the more obvious ones are marketing, business and production. But don’t forget legal, compliance and customer service too. Bringing together all departments at the beginning of the process ensures that all voices will be heard and all will be in agreement throughout avoiding last minute holdups.

  • 5: Usability Testing

    In Depth Interviews (IDIs) are most successful, not focus groups. Leave room for testing with your actual customers in controlled settings. Use professionals who are not employees of the organization

  • 6: Content first

    Because the content will drive the design.

  • 7: Hire an expert

    Many organizations think they can do it internally with or without a graphic designer, but to ensure a successful project, not only hire an expert in clear communications but one that also understands the development and production requirements of transactional communications.

These seven points will help make your project a success not only with your customers, but within your organization too. You will create a communication that is clear, easy to understand, accessible and, more importantly, you will save time and money. Giving customers a better experience leads to maintaining and increasing their relationship.
 
Creating a better customer experience currently is not only a good idea, but also imperative. And it doesn’t make any difference whether you print or deliver to someone’s smartphone.            
   
The bottom line: communications must be clear and accessible to be effective.

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