Cloth, paper or electronic
clear communications is the end game
Mary Hegarty
General Manager, Customer Communications
Agenda
A conversation about communications
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A Little History Lesson
Textiles vs. Communications
Evolution of Customer Communications
Current State
Why Clear Communications are Important
How LUNA Can Help
Case Studies / Measurable Results
Industrial Revolution
Samuel Slater (1768–1835) popularly
called "The Father of the American
Industrial Revolution"
Born June 9, 1768
Belper, Derbyshire, England
Roots go back to 1807 – expansion of the Slater Mills to Webster, MA
Died April 21, 1835 (aged 66)
Webster, Massachusetts
Textile
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Concept / Strategy
Target Audience
Design
Technology Set‐up
Print
Delivery
Communications
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Concept / Strategy
Analysis / Content
Design
Composition
Implementation
Delivery
Client communications are the gateway
to reinforce your company’s value
proposition & brand
While most companies don’t spend
enough time thinking about these
communications…
those that do have had excellent results
5
The Evolution
1990’s
Operations
owns process
2000
Finance
drives process
2010
Marketing
influences process
The Evolution
Today
Shared ownership
• Information is critical
• Omni channel is critical
• Data driven scenarios table
stakes
• CX drives the deliverable
Customer Expectations
Your customers expect communications and
interactions to occur on their
TERMS
CONVENIENCE
DEVICE
Communications are at a Crossroad
What buzzwords are you hearing?
Omni-channel
CCM
ECM
Preference Management
Accessibility
Customer Experience
Responsive design
Are you poised to respond to
customer / industry demands?
Legacy system challenges
Silos – customer journey not
looked at as a whole
Out-dated content
Cannot get buy-in for redesign
No consistency across channels /
limited channel support
People often do much more
than interpret words and pictures
when they read,
they form an impression
of the organization that
created the communications.
Of customers have switched
companies due to a poor customer
experience
of Executives believe customers
switch brands due to a poor
customer experience
—"Global Insights on Succeeding in the Customer Experience Era," Oracle, 2014
Well designed
documents get read.
they communicate
Omni Channel
Design of information for clear communications
Locate
In order for any communications to be clear, stakeholders
must be able to LOCATE information quickly and easily.
Understand
Next, they need to be able to UNDERSTAND the
information they have found easily.
Act
Finally, stakeholders need to be able to ACT on the
information they have found and understood.
LOCATE
Account Cash Statement
SUNGARD BANK & TRUST
1 MEMORIAL DRIVE
CAMBRIDGE, MA 02142
April 01, 2001 To May 04, 2001
Account Name:
Account Number:
M. WILLIAMSON
1234 GREAT OAKS WAY
SACRAMENTO, CA 92123-1644
APPLETON,JOHN
1010999993
E
AT
ST
Administrator:
Burt Mariacher
617-621-9993
Investment Officer:
Burt Mariacher
617-621-9993
Asset Allocation Summary
Market Value
BONDS
Percent
M
101, 330. 59
19. 0%
COMMON STOCK
98, 728. 67
18. 6%
MONEY MARKET FUNDS
21, 359. 00
4. 0%
OTHER
EN
Total
310, 660. 90
58. 4%
532, 079. 16
100. 0%
T
Account Summary
PL
Current Period
Market Value At Beginning Of Period
684 , 025 . 07
1 , 628 . 00
108 , 560 . 12 49 , 677 . 88 -
9 , 251 . 00
132 , 929 . 50 28 , 267 . 41 -
532 , 079 . 16
532 , 079 . 16
US
Cash Management
Miscellaneous
Unrealized Gains / Losses
Year To Date
688 , 689 . 16
Ending Market Value
Performance
2 2 . 7 4 -%
2 2 . 2 1 -%
8
For Your Information
This space is available to insert messages for use with Statemnt Plus.
UNDERSTAND
Account Cash Statement
Page 5
April 01, 2001 To May 04, 2001
Account Name:
Account Number:
APPLETON,JOHN
1010999993
Portfolio Detail ( Continued )
Equity Diversification Summary
Industry Sector
Market Value
BASIC INDUSTRY
Description
Percent
6, 6 37 . 5 0
6. 7 %
CONSUMER DURABLES
1 0, 5 06 . 7 5
1 0. 6 %
ENERGY
1 4, 6 04 . 0 0
1 4. 8 %
HEALTH CARE
1 3, 1 75 . 0 0
1 3. 4 %
INDUSTRIALS
1 8, 8 40 . 4 2
1 9. 1 %
TECHNOLOGY
1 3, 0 75 . 0 0
1 3. 2 %
TRANSPORTATION
2 1, 8 90 . 0 0
2 2. 2 %
Total
9 8, 7 28 . 6 7
1 0 0. 0 %
Ticker
Shares
BMY
Total
Market/
Total Cost
Market
Price/
Cost Price
Est Annual
Income/
Accrued Inc
Current
Yield
26 . 55
53 . 00
Common Stock
Basic Industry
Chemicals
250 . 000
6 , 637 . 50
13 , 250 . 00
280 . 00
4 . 22
*** Total Chemicals
BRISTOL MYERS SQUIBB CO COMMON
STOCK
SubTotal
6 , 637 . 50
13 , 250 . 00
280 . 00
0 . 00
4 . 22
** Total Basic Industry
SubTotal
6 , 637 . 50
13 , 250 . 00
280 . 00
0 . 00
4 . 22
225 . 000
4 , 938 . 75
8 , 677 . 00
47 . 25
0 . 96
SubTotal
4 , 938 . 75
8 , 677 . 00
47 . 25
0 . 00
0 . 96
Consumer Durables
Entertainment & Recreation
DISNEY WALT COMPANY HOLDING CO
COMMON STOCK
DIS
*** Total Entertainment & Recreation
21 . 95
38 . 56
Retail
100 . 000
5 , 568 . 00
4 , 500 . 00
92 . 00
1 . 65
*** Total Retail
SEARS ROEBUCK & CO COMMON STOCK
S
SubTotal
5 , 568 . 00
4 , 500 . 00
55 . 68
45 . 00
92 . 00
0 . 00
1 . 65
** Total Consumer Durables
SubTotal
10 , 506 . 75
13 , 177 . 00
139 . 25
0 . 00
1 . 33
ACT
Account Cash Statement
Page 2
April 01, 2001 To May 04, 2001
Account Name:
Account Number:
APPLETON,JOHN
1010999993
Portfolio Detail
Total
Market/
Total Cost
Market
Price/
Cost Price
Est Annual
Income/
Accrued Inc
Current
Yield
5 , 407 . 000
5 , 407 . 00
5 , 407 . 00
1 . 00
1 . 00
241 . 15
4 . 46
*** Total Cash
SubTotal
5 , 407 . 00
5 , 407 . 00
241 . 15
0 . 00
4 . 46
** Total Short Term Investments
SubTotal
5 , 407 . 00
5 , 407 . 00
241 . 15
0 . 00
4 . 46
Description
Ticker
Shares
Money Market Funds
Short Term Investments
Cash
FEDERATED TSY OBLIGATION FUND
Mutual Funds-tax Exempt
Mutual Fund-out Of State
FEDERATED SHORT-TERM MUNICIPAL
TRUST FUND #024
FSHIX
200 . 000
2 , 066 . 00
2 , 038 . 18
10 . 33
10 . 19
78 . 71
3 . 81
VANGUARD HIGH YIELD TAX-EXEMPT
FUND #44
VWAHX
10 . 66
26 . 80
200 . 000
2 , 132 . 00
5 , 360 . 00
113 . 57
5 . 33
*** Total Mutual Fund-out Of State
SubTotal
4 , 198 . 00
7 , 398 . 18
192 . 28
0 . 00
4 . 58
** Total Mutual Funds-tax Exempt
SubTotal
4 , 198 . 00
7 , 398 . 18
192 . 28
0 . 00
4 . 58
200 . 000
5 , 588 . 00
5 , 916 . 00
54 . 00
0 . 97
SubTotal
5 , 588 . 00
5 , 916 . 00
54 . 00
0 . 00
0 . 97
200 . 000
1 , 532 . 00
2 , 295 . 00
144 . 00
9 . 40
SubTotal
1 , 532 . 00
2 , 295 . 00
144 . 00
0 . 00
9 . 40
Mutual Fund - Taxable
Mutual Fund-balanced
JANUS GROWTH AND INCOME FUND
#040
JAGIX
*** Total Mutual Fund-balanced
27 . 94
29 . 58
Mutual Fund-income Fund
FIDELITY ADVISOR HIGH YIELD - T
FUND #165
FAHYX
*** Total Mutual Fund-income Fund
7 . 66
11 . 48
Mutual Fund-equity Fund
AIM WEINGARTEN - CLASS A FUND
#001
WEINX
100 . 000
1 , 129 . 00
2 , 708 . 00
11 . 29
27 . 08
AIM GLOBAL GROWTH - CLASS B FUND
#692
AGGBX
14 . 02
20 . 74
250 . 000
3 , 505 . 00
5 , 185 . 00
*** Total Mutual Fund-equity Fund
SubTotal
4 , 634 . 00
7 , 893 . 00
0 . 00
0 . 00
0 . 00
** Total Mutual Fund - Taxable
SubTotal
11 , 754 . 00
16 , 104 . 00
198 . 00
0 . 00
1 . 68
21 , 359 . 00
28 , 909 . 18
631 . 43
0 . 00
2 . 96
* Total Money Market Funds
Using Color Appropriately
•
to highlight key information
•
to assist navigation through the document
•
to improve the information in graphics
•
to enhance the appearance of a document
•
To reinforce the brand image
Color Usage
Post Sale Maintenance Forms
• Forms too crowded and lines too close together
making it difficult for processors to read and
input scanned forms
• Written information overlapped
• Brand identity was inconsistent from form to
form
• Layout was inconsistent from form to form
BEFORE
Glenbrook Life and Annuity Company
P.O. Box 94042
Palatine, IL 60094-4042
Telephone: 1-800-755-5275
FAX: 1-847-402-5313
SPECIALSERVICES AUTHORIZATION
C
ontract # _____________________________________ D
ateofRequest______________________________
O
w
ner(s) N
ame ____________________________________________________________________________
O
w
ner(s) Signature__________________________________________________________________________
Soc. Sec. N
o./TIN_________________________________ PhoneN
o. (______)__________–_______________
1
Transfer of
Ownership
This proposedchange inow
nershipmayresult ina taxable event for you. Please consult your taxadvisor todetermine the
potential taxconsequences. Thischangeofow
nershipdoesnot affect thepresent beneficiaryor annuitant.
❍R
eplacingexistingow
ner ❍A
ddingjoint ow
ner
❍M ❍F
N
ame_______________________________________________________________________
A
ddress _____________________________________________________________________
Street
City
State
Zip
Soc. Sec. N
o./TIN ________________________ PhoneN
o. ________________ Birthdate_____/ _____/ ____
_____________________________________
_____________________________________
Relationship to existing owner
2
Change Name,
Address and/ or
Beneficiary
C
hangefor:
New Owner Signature
❍O
w
ner ❍A
nnuitant ❍Beneficiary*
❍M ❍F
N
ame_______________________________________________________________________
A
ddress _____________________________________________________________________
Street
City
State
Zip
Soc. Sec. N
o./TIN_________________________ PhoneN
o.(___)_____–________Birthdate_____/ _____/ ____
ingdesignations:
*Iherebycancel all prior Beneficiary designationsandmakethefollow
N
ame
RelationshiptoO
w
ner Percentage
Soc. Sec. N
o./TIN
A
ddress
Primary_____________________________ ______________ _______% ______–
______–
________ ________________________
Primary_____________________________ ______________ _______% ______–
______–
________ ________________________
Primary_____________________________ ______________ _______% ______–
______–
________ ________________________
C
ontingent___________________________
______________
_______% ______–
______–
________ ________________________
C
ontingent___________________________ ______________ _______% ______–
______–
________ ________________________
A
reall O
w
ner(s), A
nnuitant, andBeneficiariesU
.S.citizens? ❍Y
es ❍N
o
Ifno, providenameandcountryofeach: ___________________________________________________________
U
nlessotherw
isedirected, equal sharesw
ill bepaidtotheprimarybeneficiariessurvivingall ow
ners.
Ifnoprimarybeneficiariessurvivetheow
ners, payment w
ill bemadetothecontingent beneficiaries.
3
Automatic Additions
Programs
(M inimum addition $100)
IauthorizeG
lenbrookL
ifeandA
nnuityC
ompany(G
lenbrookL
ife) tobeginautomaticdebitsfromtheaccountdesignatedbelow.
Thefundsw
ithdraw
nfromthisaccount shall beaddedtomyannuityasanA
utomaticA
ddition(PurchasePayment).
Thedebit amount shouldbeallocatedasfollow
s:
Thedebit amount is$ _____________________________ Thedebitsshouldbeginin ______________________
(M
onth)
❍C
❍SavingsA
D
ebit my(checkone)
heckingA
ccount
ccount
❍M
❍Q
onth
uarter
onthe(circleone) 5thor 25thdayofeach
Financial Institution__________________________________________________________________________
A
ddress__________________________________________________________________________________
A
BAN
o._______________________________________ A
cct. N
o. __________________________________
AVOIDEDBLANKCHECKFORTHEABOVEACCOUNTM
USTBEATTACHED.
4
Additional
Purchase
Payment
Please add$ _________________________ to myexistingG
lenbrookLife Annuity ($100minimum).
PleasemakecheckpayabletoG
lenbrookL
ife.
A
mount
G
uaranteePeriod
A
mount
G
uaranteePeriod
A
mount
G
uaranteePeriod
$______
_____Y
ear
$_______
_____Y
ears
$_______
_____Y
ears
O
w
ner N
ame(PleasePrint): ___________________________________________________ A
ge: ___________
❍Y
T
axQ
ualified
es ❍N
o Ifyespleaseindicate:
❍IR
ARollover ❍IRATransfer ❍IRAD
irect Rollover ❍IRA
/Y
ear ofC
ontribution_____ ❍O
ther ____________
FIDA59
04/03
Results
• Redesigned four typical insurance forms.
• Interviewed all parties that worked with the forms –
i.e., how the form was processed, pain points, good
points.
• Consistency across the form set was a key design
objective.
• The large identifier made it easy to distinguish
forms.
• Consistent placement of information allowed for
more efficient processing.
• Rewriting and new logical organization took up less
space, leaving increased room for entering
information and for the large clear forms identifier.
AFTER
Beneficiary Claim simplification project
• This form set was for the Death Claim Package
for the beneficiary of an annuity contract.
• Beneficiaries were very confused about what
actions to take due to the large number of
pages, choices and unclear instructions.
• The package included 6 pages of payment
options written in industry jargon.
• A large number of forms came back incomplete.
• Most beneficiaries opted to take the money in a
lump sum because that was the simplest call to
action.
Claims Kit BEFORE
Claims Kit AFTER
Conclusion
 History is always fun!
 Any kind of design – cloth or communications must be
approached with
• a clear strategy
• the end customer in mind
• adherence to technology requirements
• a strong design methodology
• the ability to deliver
 Customer Communications are at a crossroads
• Are you ready to meet the challenges?
 LUNA Can Help
Thank You!
For more information contact me:
[email protected]
12 Manor Parkway Salem, NH 03079
(603) 314-5600
W W W. N E P S . C O M
Confidential © NEPS 2017