How a Communication Blueprint Helps

Aug 6, 20202 min read

"Why am I receiving this?" Time to put yourself in the customer's shoes and rethink the way you send emails.

What's the problem?

There can be dire consequences and missed opportunities in sending way too many emails.

"I just want to put everything in my spam folder."

"It's annoying to keep receiving way too many emails."

"I just delete it and don't even read most of the time."

"I simply unsubscribe."

In a day, we found out that a customer can receive more than five different emails:

Policy Servicing
Birthday Offer
Holiday Promotion
Claims Update
Newsletter
And more

How did I help?

In a meeting, I helped map out all the types of emails we send to customers. This also gives me the opportunity to assign a tone to each email which will help our Policy Servicing and Claims team write better responses.

Positive tone

Neutral tone

Sensitive tone

With this simple mapping, respective teams were able to agree and set schedules to ensure customers are likely to receive only a maximum of up to three emails in a day.

Setting the tone for future emails

To help enforce the brand guide, identifying the right tone in creating email correspondences is vital, especially for our customer service and claims teams.

Positive

Celebratory
Encouraging
Surprising

Neutral

Direct
Simple
Reliable

Sensitive

Serious
Understanding
Urgent

I provided these templates to help the Claims and Policy Servicing teams:

Neutral scenario - a request correspondence

Positive scenario - an approved claim

Sensitive scenario - an approved death claim

Even though it is an approved claim, once in a while it can be either claim for a death or disability benefit. It's crucial to make subtle changes in vocabulary and convey a deeper sense of empathy.

Sensitive scenario - a rejected claim

Sensitive scenario - oh no, yikes

These are only a few templates, as every now and then, a customised email is required in special scenarios. Automated emails and letters were also updated to have a suitable brand tone. Lastly, this has helped alleviate the Claims and Policy Servicing teams' pain points.

Navigating through a sea of emails

Having hundreds of email correspondences for over 12 insurance products is overwhelming. I wanted to help myself and other teams involved to sort, track and review these emails.

This communication blueprint I created has helped our team review and align the emails and SMS being sent to keep communication clear, consistent and in the right tone.