4 Benefits of Effective Customer Communication Document Design
By: Guest Blogger Robert Linsky, Director of Information Design – NEPS
No communication can be successful without these qualities:
- The ability to find information easily and quickly
- The use of plain and relevant language to clearly understand the information and
- The ability to perform the action that is needed to take place with the information that is found and understood
At NEPS, we specialize in document design and helping businesses of all sizes learn how to most efficiently and effectively communicate with their intended audiences. The qualities for successful communications listed above are based on our LUNA™ methodology: Locate, Understand and Act. Our application of LUNA is most often applied to customer-facing variable data-driven documents and administrative forms in the financial services, insurance, healthcare and utility industries.
When LUNA principles are applied, we have found that businesses can experience many benefits. The following are just four benefits that your company could experience when applying LUNA principles to your customer-facing documents.
1.) Increased customer satisfaction, fewer customer service calls=money saved!
NEPS worked with a retirement services company to help re-design a retirement statement. The redesign resulted in a reduction of 170,000 calls to customer services within a nine-month period, saving the company almost three million dollars.
2.) Eliminate excess content and save money on paper and postage.
A brokerage company saved over $100,000 in print and postage costs by eliminating one page of the statement. This was achieved by utilizing appropriate white space, grouping like information, using plain language and reducing repetition.
3.) Better process – reduce document maintenance.
Reviewing and applying the LUNA principles to 27 withdrawal forms reduced the total inventory to just three forms. In this example, consistency in language and duplication in purpose were the key issues.
4.) Increase productivity by reducing NIGOs (Not In Good Order) forms.
Forms should be simple to fill out, but if they are not clear, the results can be disastrous. In this case what should have been a simple form for a beneficiary to fill out resulted in 80% NIGO. After rewriting the form using plain language and applying the LUNA methodology of good information design principles, the NIGOs were reduced to just 25%. An added bonus was that customers had such a positive experience, the company experienced 30% higher retention of assets!
Companies can sometimes be hesitant about undertaking a document re-design, but these four examples demonstrate it’s time and money well worth spent. Learn about even more success stories companies have seen when they’ve re-designed documents applying the LUNA™ methodology by viewing our info graphic.
About the Author: Robert Linsky, Director of Information Design at NEPS, LLC, is an expert in information design and has been creating solutions for a wide range of nationally and internationally recognized financial, insurance and healthcare companies.
Robert has created the methodology, LUNA™ (Locate/UNderstand/Act), the design of information for clear communications. LUNA covers the three pillars of clear communications utilizing the principles of information design, including plain language, typography, graphic design, analysis, psychology, stakeholder management and usability testing.
NEPS and Venture Solutions, are part of the Taylor Corporation, one of the largest privately-held companies in the U.S., as well as one of the top three graphic communications companies in North America.