Communication: The Missing Piece in Transactional Communications

Woman reviewing statements

It’s time to start looking at transactional documents differently. If you’re wondering how something like an invoice could really change, it’s important to know that interactions with customers is an ongoing and evolving process. Technological advancements and the continual study of effective customer communications leads to new innovations over time. Using transactional documents as a means of promoting other products, retaining customers or simply adding other educational messaging is often underutilized. Here is how you can make the most of your printed critical communications.

Clearing Things Up

Your transactional documents should provide an intuitive user experience, in a way that’s similar to an easy to navigate website. Considerations such as where a person will look first on the page, line spacing, fonts, white space and a call to action are critical components for these forms of communication. A well laid out document improves the customer response, ensures a consistent brand experience, and provides valuable opportunities to improve ROI through statement marketing messages.

Delivering the Message

 Man opening document

Every customer touchpoint offers an opportunity to connect with your clients and bolster your relationship, so it’s time to take advantage of that fact. Transactional documents provide a form of communication that is both tangible and personal through which to communicate your brand’s messaging. The public is bombarded with thousands of messages every day, yet this is a form of communication they won’t ignore. If your customers view your mailed materials as just another bill, you are missing the chance to speak directly to them.

Making a Statement

Woman getting mail from mailbox

By now you’re probably wondering what sorts of things you should be writing in your transactional materials, and as it turns out, the possibilities are vast. A doctor might benefit from including content that paints a picture of their patient’s upcoming experience at the clinic. A wireless carrier might be inclined to print visualized statistics on the cost savings a customer is enjoying by using their services. Whatever type of content you need to print, it is important that the piece makes the message clear and concise.

More now than ever, customers expect some level of personalization for their marketing materials. The same rings true with transactional documents, and improvements in data processing have made it possible. For example, if a healthcare customer has recently visited their provider, you could include personalized health tips that they are sure to find useful. Or, a financial services customer will get a tailored product or service offering based on their specific circumstances. Companies like Venture Solutions are able to give customers a more customized experience that leads to more business.

Before you decide to go with the typical transactional document solution, take the opportunity to go a step further. At Venture Solutions, we can help you make the most out of these critical customer touch points. Want to learn more about taking your transactional communications to the next level? Check out our webinar on the topic for the latest insights!

About the author

Solutions Architect

Mark has 25 years of experience in the areas of business development, data solutions, database development, document composition and programming. Mark joined Venture Solutions in 2005 as business development director. In his current role as solution architect, Mark works closely with Venture’s relationship managers during the early stages of the sales process. His role is to listen to, learn about and define the needs and requirements of the clients within the larger context of their business planning and goals. He then develops a proposal that aligns those needs and requirements with Venture’s standard services. In addition to Mark’s experience, he is also involved with Xplor International, a non-profit association promoting the use and advancement of data-driven document composition, programming and deployment for critical customer communications.