Have you ever seen a consumer document that wasn’t clear? Maybe you were asked to sign one without fully understanding it. Many documents used by businesses lack clarity and create confusion. The measurement for great service may be customer satisfaction with past performance. Conscious choices in document drafting can drive better results—customers that talk about continuing trusted business relationships built on clear and consistent communication.
"Our tendency as humans is to add complexity, which decreases trust. Instead, focusing on clarity increases trust and builds better relationships."
Customers want to develop trusted relationships with businesses based on clear and consistent expectations. Overcoming common obstacles in critical conversations creates opportunities to increase trust and minimize conflict in these relationships. This holds true with both spoken and written communication.
Customer documents are often overlooked as common areas for improvement. Word choices, as well as format, can either increase or decrease the customer experience. Document design can be a missed opportunity to communicate company values to customers: if you say you have “great customer service,” customers should see this in every business aspect including forms and policies. Conflicts in messaging can be created, leaving customers confused. The impact: a decrease in trust. Complexity and ambiguity are present in our daily interactions. It’s time to declutter confusion by providing the clarity and consistency customers need and want.
How can you make immediate changes for a positive customer impact?
Two things need to happen:
- Recognize that templated forms, contracts, or other documents need periodic review.
- Acknowledge communication obstacles and make changes for the better.
Checklist for better written communication:
Organization
Sort concepts and content, placing like items in groups.
Margins
Leave space in margins and between groups.
Headings
Label the sorted groups to easily locate them.
Fonts
Choose style carefully using serif fonts (e.g. Times Roman) or sans-serif (e.g. Arial) for easier recognition of letters. Font size is also important.
Bold or Italics
Add emphasis with these tools.
Underlining
Use with caution! Eyes are drawn to underlined words, indicating extra importance. Are they that important?
ALL CAPS
Never use; consider this to be “screaming” at customers.
Short sentences
Eliminate run-on sentences to prevent unintended interpretations and unexpected results.
The Ws
Cover the “who, what, when, where, and why,” as applicable.
Clear and consistent communication builds trust for long lasting customer relationships. Well-drafted documents increase trust. Customers continue relationships for future business needs with trusted businesses. Mere satisfaction of previous service leaves opportunities behind. When trusted relationships develop, customers will communicate their experience to others.
What documents can you revise today to increase trust and build better customer relationships?
