Printed documents are the norm — it’s the way we’ve been doing it for as long as bills and financial statements have existed. The feeling of a piece of paper in your hands instills a sense of security and makes it real. You receive these documents on a regular basis – once a month or quarter or year. You expect a statement, an investment breakdown or a bill and use it to determine your next step – whether to pay or take some other action based on the type of transactional document.
Companies spend an abundance of resources marketing to prospective customers, often times ignoring or forgetting about their existing customers.
“It is easier and nearly eight times cheaper to serve and retain current clients/customers than to pursue new ones.” – Ken David
For many companies, customer education is a built-in problem that needs to be addressed before, during, and after the business transaction. Every customer interaction is an opportunity to educate. Customers want to feel empowered and able to make their own decisions based on knowledge and good information from the company.
Creating a better customer experience by providing effective transactional documents in this day and age is not only a good idea, it is imperative. And, it doesn’t make any difference whether you print or deliver to someone’s smartphone, the bottom line is, the communications must be effective.
When you plan on redesigning a transactional communication, first dismiss the notion that anyone can do it. There is no easy shortcut for designing transactional documents that are effective and successful. Transactional documents are complex, have content that changes on the fly, need to accommodate dollar amounts that fluctuate in size, can have a tremendous amount of content or very little, and can be very confusing, all of which can cost the company time and money.