Elevate Your Customer Experience through Document Composition
Here at Venture, we work with businesses to help manage their customer communications effectively to positively impact their bottom line. We do this through an evolutionary three-step process known as The Venture Advantage. One of my previous blog posts discussed the Optimization step of this process, and in this post, I’ll be discussing the Composition step.
In InfoTrends’ 2015 Transactional Communications Survey, end users stated that providers could improve their communications by personalizing the content, making them easier to understand and using color to emphasize the important information. These survey results show just how important the composition of a communication is. To effectively transform your communications to meet these end-user requirements, you’ll want to consider these three key composition components: programming, omni channel deployment and document design.
- Programming – Programming properly utilizes the static and variable areas in a document. Static space is wherever information does not change, such as the main message, content or body of the letter. Variable areas can be changed to personalize a document and tailored to the individual receiving the communication. Variable areas can include the recipient’s name, address and account information. Over time, variable data areas has greatly grown. Leveraging these alterable areas is an asset which enhances the customer experience and builds long-term customer loyalty. Careful static and variable content selection is a win-win opportunity for both the sender and recipient.
- Omni Channel Deployment – This component integrates mail, email and online self-services to maximize the delivery of communications and overall customer engagement. In the past these were done in silos and required each channel to have its own set of business rules, resulting in extra resources to gather data, design and program the communication. But new advancements in technology have since synchronized these factors. Now it’s possible to have one integrator that disperses information across all three channels. The benefits are abundant, including consistent design between the three platforms, stronger branding, less strain on resources, a more reliable way to track the audit trail and an easier solution to update content, manage changes and honor customer preferences.
- Document Design – This last component of composition must be deliberate and effectively executed. Did you know customers spend an average of 2-5 minutes reviewing their statements(Source: InfoTrends’ 2015 Transactional Communications Survey)? It’s clear a well-developed document design for omni channel communications is imperative. Best practices include the following:
- Simplifying the layout
- Creating easy to read documents
- Prominently displaying payment information
- Removing any information that does not directly pertain to the recipient
- Using color to emphasize important information
Decreasing unnecessary noise can positively impact other areas such as reducing customer service call volumes, while increasing customer satisfaction. Reducing obstacles for the customer reviewing their documents opens opportunities to include surveys, encourage feedback and optimize on possible promotions and cross-selling opportunities.
Considering these three key components with your customer communications can help your business experience several benefits including:
- Increased engagement
- Decreased service calls
- New revenue opportunities through cross-selling
- Compliance with ever-changing regulatory guidelines
- Increase in production efficiencies to manage costs
Get started transforming your customer communications today by clicking here. Look for my next upcoming blog posts as I take you through the remaining key steps in the customer communication process that we call The Venture Advantage.