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The customer communication gulf

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The customer communication gulf

  1. 1. The advertising dream vs your customers' experience. The communication gulf. Rubuss
  2. 2. Last year, the advertising industry was worth over $320 billion. Buy me
  3. 3. An industry full of bright, creative, people dedicated to communicating in clever ways to engage with customers.
  4. 4. But what do customers get after they've bought? Do we see the same level of communication “excellence” running throughout a customer’s lifetime?
  5. 5. Stuff like: Statements, bills, contracts, terms and conditions, legal material and forms, compliance and regulatory comms, service support emails, issue resolution comms, demands and late payment reminders, contract and service renewals...
  6. 6. Here’s an example from John Lewis - what a great ad!
  7. 7. John Lewis produce some exceptional adverts. Inspiring, emotional, full of engagement. In fact, John Lewis generally do an exceptional job in customer experience. So you’d expect the same level of thought, care and customer-centricity in post-sales communication, yes?
  8. 8. Well here’s an example...
  9. 9. And here...
  10. 10. And here too...
  11. 11. Engaging? Customer centric? Easy to understand? The right tone?
  12. 12. This is the communication gulf. Between your promise to your customer and how you deliver it.
  13. 13. You might as well put up a sign saying “Who cares about customers? We don’t.” But as well as affecting loyalty, there’s a bigger problem...
  14. 14. This is material customers need to use and interact with, so they need to understand it. So giving them pages of internal and legal language, laid out in heavy blocks of text is going to confuse them - and make them angry too.
  15. 15. What do customers think? ✓ They think you don’t care, so they stray to competitors ✓ They get frustrated ✓ They don’t understand what you want them to do, so they get it wrong... ✓ ...so you have to fix it ✓ Worst of all, they stop trusting you.
  16. 16. What’s the impact for you? ✓ It undermines everything you do to acquire new business ✓ Customers call you with loads of questions and complain more ✓ It makes customers harder to deal with ✓ They get annoyed with you (and take it out on your customer services teams) ✓ Customers are more vulnerable to being poached
  17. 17. So what can you do about it? The good news is that it doesn’t take much to fix - yet it has a HUGE impact on loyalty. You already care about your customers, how they feel and how they interact with you - now you need to make sure your communication matches.
  18. 18. Start here... 1. Start with your customer: what do they need - and want - to know? 2. Is your material customer-facing or internal-facing? Look at your language - will customers understand? 3. User testing: can your customers use your material easily? Have you asked them? 4. Your tone of voice: do you sound like a human being or the illegitimate lovechild of a robot and the taxman? 5. Does your material look and sound like your brand - or your accounts department?
  19. 19. This is what we do If your customer communications need sorting out, we’d like to help: 1. We can objectively benchmark your existing customer comms so you know where to target improvements. 2. We can train your teams in written communication so you become self-sufficient. 3. We can transform your existing customer comms material for you. Rubuss
  20. 20. We support and enable you to deliver world class operational customer communication, transforming it from an overhead into a powerful asset. Rubuss Sound interesting? Get in touch. 01993 822524 contact@rubuss.com

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