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Words

How much is poor written communication costing your business?

Many managers know that poor written communication can damage an organisation’s image and reputation.  But that’s only part of the story.  Poor written communication has real cost implications.

Customers who can’t understand exactly what you are saying – exactly what you are saying – usually have two or three options.  And they all cost you money.

The customer’s first option is to take their business elsewhere, costing you a sale and probably a referral or two.

Their second option is to contact you to seek clarification.  This could be by telephone, email, or even snail mail.  Whichever method they choose, you will have to spend time and money dealing with the enquiry.

According to research conducted for a UK manufacturer, more than two-thirds of calls to their customer support centres were the result of customers not understanding the supplier’s support literature.

The third option available to a confused customer is to act on what they think you are saying.  But if this doesn’t produce the desired result, they are left having to revert to one on the first two options.  By then, they are likely to feel less than enthusiastic about your organisation.  And dealing with a grumpy customer is almost certainly going to cost you even more time and money.

I know of one chap who, whenever possible, writes a snail mail letter when seeking clarification.  This is not because he doesn’t have a telephone or an email account.  It’s because he enjoys punishing the organisation for wasting his time.  And that’s probably fair enough.

Yes, there’s a cost to getting your organisation’s written communication just right.  But it’s nowhere near the cost of not getting it just right.