[RECORDING] Intelligibility Design

Recording and notes from the recent webinar:

Designing communication to support and get results – embedding intelligibility in the debt management sector

The discussion focused on how organizations can improve their documents and messages to be more understandable and engaging for consumers. This involves a shift from just ensuring readability to enhancing intelligibility, which includes making the language more accessible, structuring information logically, and providing context for better comprehension.

The presentations covered practical applications, including a case study from StepChange, which highlighted the organization’s efforts in revamping their communication strategies to align with the principles of intelligibility. The discussion also touched on regulatory perspectives and the importance of aligning communications with regulatory expectations, particularly in the context of the FCA’s consumer duty.

The concept of “layering” was introduced as a method to provide information in a structured and tiered manner, allowing consumers to easily access the level of detail they need. This approach can help organizations balance the need for brevity with the requirement to provide complete and comprehensive information.

Presentation Summaries

Key Topics Discussed

  1. The importance of intelligibility in customer communications for regulatory compliance and enhancing customer understanding.
  2. The difference between intelligibility and readability.
  3. Amplify Global’s role in hosting the intelligibility design event.
  4. StepChange’s implementation of practical tips and technology for improving communication with clients.
  5. The significance of the FCA’s consumer duty in driving the need for clearer customer communications.
  6. The use of innovative tools like Amplify’s AI to improve document clarity and engagement.
  7. The impact of digital transformation on the ease of publishing and producing data.
  8. The challenge of balancing brevity with completeness in customer communications.
  9. The importance of evidence-based improvements and measuring outcomes.
  10. The concept of layering information for better customer engagement.
  11. The iterative process of improving communications based on feedback and data.
  12. The regulatory perspective on the need for intelligibility in communications to support consumers in managing their debts sustainably.
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Key Statistics

  • 86% of the population can read text, but understanding varies.
  • 14% of the population, including those with hidden disabilities like Meares-Irlen syndrome, see text differently.
  • Consumer Rights Act requires information to be in plain and intelligible language.
  • 89% of firms surveyed by the FCA feel the consumer duty is relevant to their organization.
  • StepChange saw improvements in client satisfaction by 7%, Net Promoter Score by 14%, and accessibility rating by 7% after implementing changes.

Key Take Aways

  • Intelligibility is crucial for customer understanding and regulatory compliance.
  • There is a significant difference between simply being able to read text and fully understanding it.
  • Implementing intelligible communication practices is vital for meeting FCA’s consumer duty requirements.
  • Innovative tools like AI can significantly enhance the clarity and engagement of customer documents.
  • An iterative process of feedback and data analysis is essential for continuous improvement in communications.
  • Layering information can make complex communications more accessible to customers.
  • Organizations must balance brevity with completeness to avoid overwhelming customers while still providing necessary details.
  • Evidence-based improvements can lead to measurable outcomes in customer satisfaction and engagement.
  • Regulatory bodies are emphasizing the importance of intelligibility in communications for better consumer debt management.
  • Firms are encouraged to adopt practices that cater to the diverse needs of their customer base, including those with hidden disabilities.
  • The digital transformation has made it easier to publish and produce data, increasing the need for intelligible communication practices.
  • The need for intelligible customer communications is becoming more pressing in the face of evolving regulations and economic pressures.
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