Smarter Pricing: How to capture more value in your market

Iffy invoicing – throwing advantages away

Having persuaded your customer to pay more, there is a danger zone of doubt. It comes with the arrival of the invoice. The invoice itself is a piece of communication. As such it should reinforce the impression of good value that has been painstakingly built up. Often it does not. Poor practice affects consumer markets and industrial transactions. For many subscribers to telecommunications services, the monthly bill is the only regular contact. It can easily be the largest source of complaints. Geoff Nairn (2004), writing in the Financial Times quotes Verizon, the US local carrier who recently designed its phone bills to make them easier to read for its 30 million US customers. Verizon admitted that its ...