Do brand promises run throughout a customer's lifecycle? Does the communication a customer receives echo the quality of pre-sale communication?

1. The advertising dream
vs your customers'
experience.
The
communication
gulf.
Rubuss

2. Last year, the
advertising
industry was
worth over
$320 billion.
Buy
me

3. An industry full of bright,
creative, people dedicated
to communicating in
clever ways to engage
with customers.

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. 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. Here’s an example from John Lewis -
what a great ad!

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. Well here’s an
example...

9. And here...

10. And here
too...

11. Engaging?
Customer centric?
Easy to understand?
The right tone?

12. This is the
communication
gulf. Between
your promise to
your customer
and how you
deliver it.

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. 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. 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. 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. 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. 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. 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. 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