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By Patrick Kehoe
THE IMPACT OF AI-POWERED CONTENT MANAGEMENT Recent advancements make it possible to accelerate the optimization of communications 22
fall.2023 DOCUMENTmedia.com
n the current business landscape, those who create and manage customer communications are faced with a unique set of challenges. On top of delivering important information in a way that reflects your brand, you are also tasked with meeting the growing customer demand for highly personalized digital communications that connect with customers on an individual level. Also, complex information needs to be concise and written in plain language so that it is easily understood by the majority of your customers. These characteristics in communications can increase engagement, loyalty and the amount that customers spend. Simply put, improving the quality of your customer communications impacts business results and improves customer lifetime value. Balancing clarity and emotion can be tricky to achieve. For organizations looking to avoid leaving customers with a negative impression, it is natural to try to put a positive spin on certain communications such as a declination or default. Research shows that reading fear-provoking words, such as “no,” “illness” or “death” releases stress hormones that impair reasoning, significantly reduce reading comprehension and diminish trust in your organization overall. On the other hand, an overly upbeat sentiment may fail to reflect the true severity of a situation, leaving your customers feeling confused about the level of urgency and the response expected of them. Another factor with implications for customer engagement is reading comprehension, particularly with communications that involve complex topics, legalese or industry jargon. With approximately 54% of U.S. adults reading below a sixth-grade level, communications that aren’t written in plain, accessible language can present a barrier to customers when it comes to understanding the content of the