5 ways electronic signatures play a role in customer satisfaction
In some ways, email is the perfect mass communication tool – it puts users in touch with each other with the click of a button.
However, the ability to quickly send valuable documents and data to many people at once comes at the cost of a little personal touch.
Written medium inherently lacks tone and humor, which means that the intent behind an email can easily be misinterpreted. A biased interpretation can leave customers or recipients discouraged by an email experience which, if left unaddressed, can damage an organization’s reputation over time.
That’s why I’m sharing my top tips on the evolving role of electronic signatures in creating a great customer experience and opening new doors for online business communications.
Provide a fresh look at the user experience
Customers and employees benefit directly from enhanced user experience. Since the employees responsible for contacting customers are the front line for your business, why not start by providing them with a professional electronic signature?
A sophisticated electronic signature should be personalized enough to make the content as accessible as possible to the recipient.
For example, employees in contact with customers should use an electronic signature with clearly identifiable elements, including links to relevant customer service information or FAQ pages. This helps recipients find what they need quickly and easily.
With the world increasingly moving towards flexible remote working options, businesses need to consider the use of portable devices when it comes to email. It might sound professional on a desktop, but with 46% of all email now read on cellphones, additional formatting requirements should be considered.
In an increasingly remote and flexible world, electronic signatures must also be optimized for mobile devices. What you don’t want is clients or clients to receive a crushed signature template with distorted images and overlapping text.
Work from home policies have fundamentally changed traditional business operations. As we move away from desktops and embrace laptops, tablets and mobile devices, electronic signatures need to be optimized to be delivered consistently across all platforms.
Provide an opportunity for feedback
Feedback plays a vital role in business development. However, it can be difficult to gauge what customers actually think and feel. Simple edits to your email signature can help your business capture the tangible feedback you need to grow.
The pandemic has made face-to-face contact nearly impossible, but with that comes a renewed demand for as much personalization as possible through digital channels.
One of the easiest and most effective ways to do this is to incorporate simple comment options into your email signature.
These tools allow businesses to track the entire user experience over time, making it easy to know where to focus their efforts and fine-tune offerings in the future.
Building a lasting connection
With businesses that have had to switch to digital channels for much of their communication over the past 18 months – whether through email, instant messaging, or Zoom – many of us lack the personality of a face-to-face conversation.
Email signatures open the door to long-standing business relationships and improve well-being by helping recipients leave an interaction with a sense of satisfaction.
Including a head photo in your email signature helps put a face to a name, helping to humanize the interaction for the customer.
Adding links to pages like “Meet the Team” on your website or even personal LinkedIn profiles helps establish and develop meaningful connections between the company and the customer.
Get them where they need to go
Today’s consumers don’t have the time or energy to scour websites for the information they need. Companies must therefore take this into account and make the process as transparent as possible.
While email signatures are the perfect way to show off company accolades, they’re also a handy place to add shortcuts to all of the relevant website information.
Social media is known as a hub for business highlights, but it can also be used to guide potential customers to the latest deals. It’s a great place to voice suggestions and concerns, as well as form an informal community, so links to these are crucial.
Consistency rooted in response
The role of email signatures has taken on many other responsibilities over the years. From marketing to security and legal purposes, it has never been more important to ensure that your corporate signature is consistent across all emails.
For example, a sales department might use an electronic signature that promotes products and special offers, while a legal department’s signatures might require a more minimalist design and prioritize the disclaimer.
Employees manually editing their signatures per departmental need not only consume time, but any mistakes can mean inconsistent brand experience for the customer.
About the Author
Maria is Head of Global Marketing at Exclaimer, a provider of world-class electronic signature management solutions. With over 25 years of experience in B2B software marketing, she has put her expertise to work in numerous business development roles and projects around the world.
Mia has led a series of successful communications and integrated international marketing campaigns with a remarkable track record of managing marketing campaigns for SMEs and enterprises and overseeing the day-to-day operations of direct and virtual teams.
Maria led global marketing teams at Sophos, Ixias and SAS, before moving to her most recent role at Exclaimer, where she continues to lead global marketing efforts as the company’s vice president of marketing.
Featured Image: © TippaPatt