4 August 2023

Using behavioural science to optimise clarity of comms

Cutting through with clear and engaging communications

Clear and engaging communications are vital. We communicate to be understood. Clear messages and communications build trust and integrity between the customer and an organisation. Well-written and designed communication define goals, identify problems and arrive at solutions.

It might seem obvious but there is a lot to consider, and it’s not always easy to get it right. In financial services, written communications are often the key or only tangible take-away for intangible products and services, and form a critical part of the relationship an organisation has with the customer  


The new Consumer Duty rules have brought this even more into focus requiring all communications to be tailored taking into account characteristics of customers including any potential vulnerability. It also places more onus on financial services firms to demonstrate understanding through testing and ongoing review and improvement.  


As part of our Delivering Clarity series, we explore the key behavioural science-based concepts that represent useful tools for optimising consumer understanding and cut through of communications.

Click here to download the full guide (1.8Mb PDF)