Output details

Documents as 'critical incidents' in organisation to consumer communication

Despite increasing use of on-line communication printed documents are still important in transactions between organisations and consumers. Organisations often track consumer response to their documents through ratings data, gathered remotely from actual receipt or use of documents.This research gathered detailed insight into consumers’ responses to the documents they receive, captured through a diary study with follow-up interviews. Nine study participants recorded receipt of 174 documents (participants’ records excluded documents with personal information). A rating task for document attractiveness and ease of understanding showed generally positive ratings and a correlation between the two ratings. Thematic analysis of participants’ comments on the documents yielded 646 references which were categorised according to reference to document content, language, design or the context in which the document was received. In contrast to initial ratings, only comments on document language tended to be positive, whereas comments on content, design and context of receipt tended to be negative.The research revealed recipients’ frustration with documents that were poorly targeted (particularly repeat marketing), not self-sufficient (referring the reader out to web sites), did not orient the reader to the purpose of the document, were unnecessarily complex (complexity was accepted when it was deemed necessary for the content; for example communications about tax), or appeared to aim to deceive the reader (for example, marketing material ‘masquerading’ as advice). Furthermore, recipients of documents they deemed to be deficient criticised the originating organisation and the imposition made on them in dealing with poorly presented information.The research demonstrates how tracking consumer response to documents through ratings may belie the actual responses those documents evoke. It shows that user-focused document design is likely to be ‘repaid’ both practically (recipients are likely to respond to the document as required) and emotionally (recipients will respond positively to the originating organisation).