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Document Reengineering

“A customer in the hand is worth two in the bush”

The majority of marketing budgets are spent on acquisition rather than retention. Customers are wooed with relevant, personalized campaigns via direct mail, email and more.  Yet once they become customers, personalized communication is often replaced by “one size fits all” compliance mailings.  “Generic” communication methods and the resulting less-than-optimal customer experience may be costing you more than you think:

  • Encouraging costly customer behavior, such as calls to customer service
  • Driving up processing costs through poor design choices
  • Increasing churn and driving up marketing costs as new customers defect

Reengineering documents using plain language, proven design techniques and consistent branding is the first step in customer relationship management and driving customers to use cost-effective communication methods and service channels. The second step is making sure that the designs can actually be produced cost-effectively with the resources and equipment available. The third is monitoring performance for continued improvement and success.

Approach:

  • Gap Analysis of current documents against industry best practices and plain language standards
  • Recommendations for standardization, simplification and reengineering for efficiency
  • Design of new communications framework to meet business requirements
  • Usability testing and refinement of designs and key content
  • Implementation support (project management, development referrals, outsourcing evaluation)
  • Establishing monitoring and measurement protocols

Results

  • Consistent communications that promote your brand
  • A better customer service experience that leads to higher customer retention and loyalty
  • Ability to migrate customers to less costly channels
  • Easier maintenance and ongoing enhancement
  • Flexibility to support dynamic, personalized messages
  • Customer centricity—Giving customers the information they need the way they want it
  • Reduced customer complaints
  • Improved client understanding and appreciation
  • Reduced risk due to lack of clear communication