How Financial Paperwork can Build Your Brand
Irene Etzkorn
Every financial services firm is concentrating on improving customer touchpoints – redesigning bank branches, adding free coin counters and, in the US at least, working on Sundays. Ironically, they could still have Sundays off if they had not overlooked a crucial category of touchpoints.
These unheralded touchpoints are both repetitive and important to customers, yet are often dismissed as paperwork. When viewed as branding's unsung heroes rather than as necessary evils, contracts, proposals, instructions, applications, correspondence, statements and call-centre scripts take on new significance.
While not the driver of purchase intent,...