Successful business communication is able to effectively position a product or service in the mind of the customer as being the best option for solving a problem or satisfying a need. The quality of the content, the timing, and the delivery of a company’s communication is therefore vital. To achieve this customer connection, Hand Eye Communication ensures three critical aspects of communication are working together.
Language and Design
Often, management and staff are too close to a business to see where the true value in their customer offer lies. Hand Eye Communication gain a strong insight into the motivations and operations of a business, and are able to create new ways of describing the business that accurately reflect the true customer value. This insight and new language helps create a design brief that enables an improved way of visually communicating this uniqueness and value to customers.
What do your customers think of when asked about your business? By working on the principle that a company’s brand position is its ‘promised customer experience’, one of the keys to effective communication is to consistently emphasise the strengths and unique nature of the product or service and how it benefits the customer.
Whether they’re at work or at home, customers lead busy lives and have learned to selectively filter out the many commercial messages they receive. Awareness and engagement therefore are most likely when the customer is beginning to focus on solving a particular problem or satisfying a need. Effective communication builds brand awareness ahead of customer decision-making and ensures the brand is foremost in the customer’s mind when the buying decision is made.