Many people don’t understand the proper use of white space on a document or interface nor the value it could bring to successfully creating clear communications. Often the feeling is that if there is space, something is missing or it is an empty area that is just wasting space and needs to be filled up.
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.