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THE POWER OF TRANSACTIONAL COMMUNICATIONS - CRAFT A MEMORABLE BRAND JOURNEY

Olga Zakharenkava    October 24th, 2024



In today’s competitive landscape, creating a cohesive brand experience is not
just important—it’s essential. Every touchpoint along the customer journey
should work in harmony to reinforce your brand and build trust. This goes beyond
having a sleek website or a vibrant social media presence; it requires a
seamless, end-to-end experience that includes every interaction with your
customers.  

Yet, many companies often overlook a crucial touchpoint: transactional
communications – think invoices, contracts, billing statements, and
notifications. Transactional communications are not just routine exchanges; they
are a golden opportunity to elevate the customer experience. 

When executed well, by following some key best practices, transactional
communications can enhance customer satisfaction and loyalty. However, when they
fall short, they can create a disjointed journey that leads to frustration,
increased churn, and significant revenue loss.  

In this blog, we explore why CXOs and other leaders must rethink how to ensure
tone, voice, and brand alignment are consistently integrated across all
communication channels and touchpoints. 


WHY TRANSACTIONAL COMMUNICATIONS DESERVE MORE LOVE

It’s tempting to treat transactional documents as purely functional. However,
these communications play a major role in shaping customer perceptions. Here’s
why giving them the same care as your marketing materials is essential:


1. CUSTOMER EXPERIENCE AND RETENTION

A jarring shift in tone between marketing materials and transactional
communications can leave customers feeling disconnected. A statement or invoice
that’s confusing or cold sends the wrong message—leading to dissatisfaction and
churn. 


2. BRAND PERCEPTION MATTERS EVERYWHERE

From invoices to service updates, every interaction reinforces—or erodes—your
brand identity. Even something as functional as a utility bill reflects your
company values when it’s clear, helpful, and on-brand. 


3. REVENUE IMPACT

Poorly executed transactional communications can lead to misunderstandings,
complaints, and ultimately, loss of business. Negative online reviews, customer
churn, and miscommunication penalties are all real outcomes of neglecting this
regular and important touchpoint. 


INDUSTRY FAILURES THAT PROVE THE POINT

Overlooking the branding of transactional communications has cost companies
dearly across industries. Below are a few examples of how poor execution impacts
business performance and customer relationships: 

 * Healthcare: Confusing billing statements can leave patients feeling
   overwhelmed and erode trust. A survey reports that 90% of consumers struggle
   with understanding medical bills, which affects both payment rates and
   satisfaction levels. 

 * Utilities: Confusing and late bills can lead to increases in complaints and
   trigger a variety of support and legal issues that damage the brand, as
   occurred with Npower, a major UK energy provider.

 * Banking: Hidden fees and jargon-filled loan agreements can also damage
   relationships. Wells Fargo’s mismanagement of loan documentation led to
   lawsuits and over $185 million in fines, along with significant reputational
   damage.


HOW LEADING COMPANIES GET IT RIGHT

On the other hand, some well-known companies have mastered the art of
integrating their brand identity into every document, including transactional
communications: 

 * Apple: From product receipts to warranty documents, Apple applies the same
   clean design and friendly tone across all communications. 

 * Shopify: Shopify ensures every customer touchpoint, including invoices, feels
   consistent, clear, and in line with their brand values. 

 * Square: Square integrates a conversational tone into even the smallest
   communications, ensuring every message feels personal and supportive. 


ACTION STEPS FOR CXOS

CXOs need to take deliberate steps to align transactional communications with
the overall brand experience. Here are some best practices and actionable
strategies to consider: 


1. AUDIT YOUR DOCUMENTS 

Collect samples of all your transactional communications, including statements,
invoices, contracts, letters, and any related notifications. Check for
consistency in tone, clarity, and brand alignment. Ensure the documents reflect
your brand’s voice and values, are easy to understand, and include appropriate
visual elements. 


2. IMPLEMENT A CONSISTENT TONE AND VOICE FRAMEWORK 

Ensure your marketing, CX, and operational teams are aligned. Develop
comprehensive tone and voice guidelines and conduct training sessions to ensure
all team members understand and apply these guidelines consistently across all
communication types. 


3. LEVERAGE AUTOMATION AND AI TOOLS 

For greater consistency, tools like MHC’s EngageCX enable your business users to
automate the creation of transactional communications while maintaining brand
alignment. With AI-powered content generation, EngageCX ensures documents are
not only accurate but also reflect the appropriate tone and voice, producing
on-brand messages at scale. 


EVALUATE YOUR COMMUNICATIONS TODAY 

The stakes are high when transactional communications don’t align with your
brand. Start by evaluating your organization’s current documents—are they as
polished and customer-centric as your marketing? If not, it’s time to rethink
how you engage with customers through every touchpoint. 


CONTACT US 

Ready to align your brand voice across the entire customer journey?  

Contact us to learn how EngageCX can transform your transactional communications
with AI-powered automation. We look forward to hearing from you!  


OLGA ZAKHARENKAVA

Olga is a marketing and growth leader with 17+ years of experience in B2B SaaS
software. Passionate about making an impact, she builds high-performing teams
that drive recurring revenue by being experts in their market and experts in
their marketing craft. Olga always puts data first when it comes to building and
optimizing marketing strategies, encourages the team to challenge assumptions,
and promotes lifelong learning and creative thinking.

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