What Role Does
Play in Customer
Jamey Gentry, Director
The first thing most people think of when you say “user experience” is a website or web application. Entire teams are devoted to testing and improving online customer experiences. But user experience is much more than that; it exists everywhere a business touches the customer including field sales, marketing materials, customer service and even accounting.
In fact, how clearly your company communicates to customers through bills, invoices, statements and even letters and notices can have a surprisingly large impact on your brand’s overall customer experience. Clear communication is the gateway to reinforcing a company’s brand and value proposition. Whereas some companies don’t spend sufficient time thinking about this area, those that do tend to have had excellent results.
These touchpoints also represent an opportunity to improve relevancy and engagement while generating greater efficiency. That all leads to cost savings and a better customer experience. You stand to gain many benefits if you take the right approach to clear customer communications.
The LUNA™ philosophy
Our approach to clear communications is achieved by applying the LUNA™ philosophy. LUNA™ stands for Locate, UNderstand and Act, and it stresses the importance of relevant content, plain language, usability, psychology, accessibility, readability and complementary visual design.
No communication can be successful without all of these qualities:
- Information that can be found easily and quickly
- Plain and relevant language
- The ability to perform the presented action(s)
Clear communication factors greatly into a customer’s ability to easily and quickly find information. It’s important to ensure that all content flows logically from one section to the next with the appropriate use of white space and visual transitions to allow the eye to travel logically throughout the communications. Color and bold text should be used strategically to draw attention to key areas like a due date or account balance.
How to apply LUNA™
The best advice is to keep it simple, communicating essential information needed to accomplish a specific objective. That often includes motivating the customer to take action — so ensure that response elements such as a phone number and email, are prominently featured.
The benefits of achieving clear communication through the LUNA™ Philosophy are significant:
- Create better customer experience
- Reduce customer service calls
- Reduce errors on customer forms
- Reduce costs throughout the production chain
- Identify the optimal number of touchpoints
- Improve response and sales
- Improve payment timeframes
- Improve customer satisfaction ratings
- Improve retention, cross-sell and upsell efforts
- Transform transactional documents from cost centers to revenue sources
People often do much more than interpret words and pictures when they read. They form an impression of the organization that created the communication.
This content also appears on Curtis1000.com.