1 Brand value
Forms, bills, letters, and statements are what your customers receive from you through the course of the product or service relationship. To many customers, these documents therefore define your brand in their eyes – and they define your customers’ experience of your brand. Well designed forms and bills – written using the language and style of your brand, and laid out using all the right logos, brand elements, and colours – have the potential to build customer perception of the value of your brand.
2 Payment speed and cash flow
If your customers quickly understand your new product application form, they’re more likely to fill it in straight away, apply for the product, and send you the cash. Similarly, bills that present the facts simply and concisely up front are often quickly understood and processed more efficiently. It’s a no-brainer.
3 Paper, print, and online efficiencies – and savings from fewer processing errors
Well designed paper forms and bills optimise the print processes used, and good on-screen documents optimise interactive features (good use of links, buttons, check-boxes, background colours, etc.) – resulting in economies in production, reduced quantities of documents printed (fewer follow-up letters for example), and fewer customers filling in the wrong information. It’s estimated that the cost of designing and printing forms, for example, is less than 1% of the cost of administering them when they are returned!
4 Everything is so complicated these days
Products and services provided by government departments, telcos, utilities, and financial and insurance companies, get more and more complex all the time. Mobile phone, broadband, and energy customers, for example, might have hundreds of tariffs to choose from. If your forms, bills, and other documents support and explain your products and services in a simple and straightforward way, your customers will understand them easily and be less likely to churn, and…