When businesses fail to consider the cost-center importance of document creation, this makes for a cascade of many small (but altogether extremely impactful) shortcomings.
Businesses focused on cost-efficiency have commonly avoided hiring new personnel when the “new” workload seems small enough, or incidental enough, to be absorbed by existing staff. There are two common reasons for this mindset:
1) The document production tools at their disposal were inaccessible to anyone outside of the technical realm
2) By downplaying certain aspects of document production projects, vital roles were reduced to bullet points – then easily added on to IT programmer’s duties.
Many only find out, too late, that this mentality is quite un-optimal, and cost in-efficient, both long and short term; so the tools have been developed to include everyone, technical and non-technical, in the effort.
Also, the practice of hiring talented graphic designers and copywriters to contribute to customer-facing documents is no longer considered a luxury reserved for only the large-budget companies who can afford to value them. Tools for their inclusion have actually emerged as the most value-maximizing option.
One of the main benefits of a Customer Communications Management (CCM) platform is that it allows people from different areas of expertise to collaborate on projects, generating a top-notch customer-facing document in every respect.
Document Design and Your Money
When delegating creative design an content tasks to IT professionals seemed like a good idea, the bar for customer engagement might not have been as high. The actual cost-efficiency of producing documents was an afterthought in the grand scheme of things, because it was all “overhead”.
So, efforts to streamline document production lagged, and people were given bland, black & white invoices, forms, and fliers.
Now that this is changing, and CCM is becoming central to the management of enterprise processes, companies are taking a closer look at those expenses and realizing that hiring new personnel – experts in graphic design – can be far more beneficial than restricting all document production functions to one place.
Would you rather add on another IT programmer to help with the workload and provide sufficient (or worse) graphic design quality, or achieve stellar graphics by hiring a designer at half the cost?
Now that designers and copywriters, with CCM, can navigate certain environments in the document production process, this can be easily done. Communications now have the potential to be more engaging, with the promise of substantial revenue increase.
Document Design and Your Customers
Customers want documents that are colorful and easy to read, with a layout that makes sense. There’s a concept in design – whether product design or graphic design – called User-centered Design ; something like “form follows function” in architecture.
are actually highly scrutinized for their readability on certain formats. For example, Times New Roman was optimized for thin panels of text (the newspaper), and today is not considered a first-choice for just any regular documents.
Designers have a keen eye for readability of fonts, and the digestibility of shapes and styles, which they can use to work toward maximally engaging, User-centered customer experiences with documents.
This is actually a huge deal.
Images are processed several times faster than text. People retain 80% of what they “see and do”, and only 20% of what they read <link>. This speaks clearly to the visual nature of all consumers, and the importance of having someone around to convey their information by a graphical medium.
CCM platforms like Ecrion Omni System (EOS), for example, think ahead and provide colorful, interactive graphics and charts that are ready for use, to organize customer data into consumable form. What’s left is the template layouts and the arrangement of personalized graphics, trans-promotional ads, and placement of text boxes.
From template complexities, to logo colors, all of these things require the eye of a clever designer to fully realize a brand’s potency. Businesses focusing on design not only limit expenses and improve quality, they also boost engagement, as customers are able to experience the company in more memorable, relatable ways.
Looking to visually engage customers?
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