Hannah Bearden, Aluminum
In this mini series I will highlight some very practical things that you can do right now to improve your marketing and communications. Over the course of the series I will touch on a range of topics including digital, development, communications, governance, and more.
Invoices – Use What You’re Already Got
Customer journey maps are one of the most useful tools I use. They are great at clarifying how a strategy will manifest in the course of actually doing of your work. They are also really good at illuminating wasted customer touchpoints, for example the humble invoice.
Everyone invoices. Hopefully everyone gets paid (eventually) when they send an invoice. This means at some point a human representative from your customer has had their eyeballs on your invoice. Touchpoint.
Do you invoices embody your brand? Does it add any value to your customer’s experience of your organisation? Probably not.
It is vital that an invoice be clear in terms of what is stated, expected actions, and meet regulatory requirements. It is less vital, but shows a level of engagement and value of patronage when it actually leaves your customers with a positive impression, rather than forgotten, or worse, despised.
Change your perspective a little and think of your invoices in the context of repeat business. Rather than being the last thing your customer sees, it’s the first. The very top of your sales funnel. Its function is now two fold 1. get you paid (promptly), and 2. get your customer onto the next step of your conversion funnel.
Take another look at your invoices. How well do they balance form and function?