All the personas and mapped out customer journeys in the world won’t help you if your communication is not effective. So what is effective communication and how can it impact the experience my customers have. The goal of any piece of communications should always be coming from the same principle.
Create easy to read and understandable communications to ensure customers respond or react in a manner that supports my brands objectives.
Clear communications means effectively providing the right information, to the right person, at the right time, in an easily understandable way.
Robert Linsky, Life Fellow, Communications Research Institute
A note here on the rabbit hole ineffective communications can take customers on and it is what leads to most customer dissatisfaction. Every customer can tell of a time a brand failed them by either not being clear about what their expectations are or worse yet sending the wrong communications
So how to achieve great customer satisfaction? This is achieved by taking the customer on the communication journey.
- Locate the information; use great typography and visual cues to create a clear hierarchy of information
- Is it relevant to me; make it personal and directly relatable
- Do I understand the information; avoid complicated jargon aim for plain English
- Act on the information; being clear what the customer has to do with this information is key (if nothing why have they received it in the first place)
- The result; Come away feeling satisfied and positive towards the brand as a result of my experience
- An important point is that content across all potential channels of delivery (e.g. Paper, digital platforms, email, SMS) should be designed from the onset to be consistent, and complementary.
