You know your sales copy is really important. It draws customers in, sells them the benefits of your product, and communicates your brand identity.
Customer communications are a different matter. The communications you send to your customers once they’ve bought your product have long been the poor relation. They’re often written to be functional and given relatively little thought. You know you really should focus on them, but they never seem to be a top priority.
But they should be. After all, they are the communications which shape your customers’ ongoing experience of your product and brand.
Improving your communications is a sound investment
Making your customer communications as good as your sales copy protects your brand identity. And it can save you money.
Poor communications confuse people and lead to complaints. Dealing with queries, asking for more information, and resolving complaints costs you time and money – increasing your admin costs.
And, if your communications are paper based, you’re paying for the paper, printing and postage. All of which can quickly rack up costs.
You’re also providing a poorer service. Not getting your message across first time means that you take longer to do what’s needed. Which might mean that your customer decides to go elsewhere.
Despite this, customer communications are often overlooked.
Customer communications are taking the stage
Things are looking up for customer communications, though.
Businesses are focusing more and more on customer experience. And if you’re looking to give a great customer experience, the clarity of your writing is vital.
There’s also increasing pressure from regulators to make communications clearer. Doing so helps protect vulnerable customers and ensures that customers know what they’re signing up to. Which is good for firms too – it protects their reputation and makes their business more sustainable.
So now, finally, we’re starting to see a greater focus on customer communications. It’s the right thing to do and it makes good business sense too.
And it’s about time customer communications got their turn in the spotlight.
To find out how we can help you make your communications shine, please get in touch.
