As face-to-face customer interactions decline, documents such as statements and bills are quickly becoming the primary line of communication between your business and your customers. If designed and delivered properly, they have the ability to influence customer behavior, drive sales efforts and increase brand loyalty. That said, here are three common problems that may be hindering your business-critical documents:
Problem: Poor Document Design
Delivering poorly designed documents can damage your bottom line. Some examples of this damage include unnecessary customer service calls, low electronic adoption rates, customer frustration, lost marketing opportunities and poor corporate image.
Solution: Optimize for Readability and Production
By designing documents that are optimized for readability and print production, you remedy many of these issues, create easier to understand documents, and increase customer satisfaction. Formatting with tables, summaries and bolded headers makes documents easier to read and understand; and utilizing duplex printing, eliminating white space and consolidating numerous documents into a single envelope will lower production costs.
Problem: Codes and Jargon
Including codes, jargon and information that is confusing for the general public is a common customer communications mistake. When documents are optimized for the average person, as opposed to a processing machine or insurance company, document readability and customer satisfaction will significantly increase.
Solution: Simplify and Eliminate
Try using simple sentences and common words, while eliminating codes and industry jargon. A good way to benchmark if your statement has been simplified is to ask if the information serves a purpose, helps a customer reach a conclusion, or requires a direct action. Everything else can be eliminated.
Problem: Black and White
According to CCICOLOR - Institute for Color Research, the average person makes a subconscious judgement about a product, another person, or the environment within 90 seconds. Between 62% and 90% of that judgement is based on color alone. Based on those statistics, it’s fair to say color is a key factor in marketing. However, there are many organizations that still do not leverage color in all branded materials- namely business-critical documents.
Solution: Full Color Print
A consistent set of colors expresses thoughts without words and influences audiences. If you want to up the ante on your brand’s document marketing and watch your ROI increase, start incorporating more color into your documents.
For more information on how you can improve your business-critical documents by incorporating optimized document design, click here to contact us.