In 2017, Cone Communications revealed that 91% of global consumers expect companies to go beyond just offering products and services by behaving ethically, transparently, and responsibly to earn their trust. Since then, banks and insurance companies have multiplied their commitments: HSBC promises carbon neutrality for its logistics operations by 2030, Crédit Agricole has labeled its investment funds with SRI since 2021, and CITI bank has committed to investing $1 trillion in sustainable initiatives. These initiatives show two key objectives: contributing to building a better world while meeting the expectations of current and future customers.
But are these commitments really integrated into the core value proposition of brands? How can banks and insurance companies highlight these commitments in their communication, and what results can they expect?
The commitments of banks and insurance companies can be divided into several dimensions:
To highlight their commitments, banks and insurance companies must fully integrate them into their communication strategy.
For a commitment to be effective, it must be aligned with the overall vision and values of the company. This ensures coherence and continuity across all communication actions and strengthens perceived authenticity.
Consumers are increasingly attentive to brand transparency. Open communication about goals, progress, and potential obstacles helps build a lasting relationship of trust.
Transparency directly contributes to customer trust and loyalty. According to a study by Label Insight, 94% of consumers are more loyal to a brand that demonstrates transparency. For example, Patagonia, a company committed to ethical practices, saw its sales increase by 30% after a campaign highlighting its transparency.
Authentic communication can help differentiate the brand in a saturated market. According to a study by Cone Communications, 91% of global consumers expect companies to act ethically and responsibly. For example, Danone strengthened its brand image by communicating about its sustainability actions, which led to a notable increase in market share.
Consumers prefer to engage with authentic brands. According to Accenture, 62% of consumers want companies to take a stand on current issues. For example, Nike took a stance on social issues such as inclusion, leading to increased customer engagement and sales.
Transparency can prevent crises by addressing issues before they escalate. According to a study by PwC, 87% of consumers are more likely to forgive a brand after a bad experience if it has shown transparency. For example, when IKEA faced criticism for using illegal wood, the transparency of its communication regarding corrective actions helped regain consumer trust.
Transparent companies enhance their credibility and legitimacy. According to the "2022 Edelman Trust Barometer" study, 88% of investors believe that a transparent company is more trustworthy. For example, Unilever strengthened its credibility by openly communicating about its sustainability goals, which helped attract more investors.
Transparent communication positively influences purchasing decisions. According to a study by Sprout Social, 73% of consumers are willing to pay more for transparent products. For example, Everlane, a clothing brand that emphasizes cost transparency, saw an increase in sales due to this approach.
Employees are more motivated when they work for a company aligned with their values. According to a study by Glassdoor, 79% of employees believe that the company’s mission is important for their job satisfaction. For example, Salesforce focuses on values such as equality and social impact, contributing to high employee satisfaction and retention.
⁰¹ Label Insight, "The ROI of Transparency", 2016 ⁰² Cone Communications, "2017 Cone Communications CSR Study" ⁰³ Accenture Strategy, "From Me to We: The Rise of the Purpose-led Brand", 2018 ⁰⁴ PwC, "Experience is everything: Here’s how to get it right", 2018 ⁰⁵ Edelman, "2022 Edelman Trust Barometer" ⁰⁶ Sprout Social, "Championing Change in the Age of Social Media", 2020 ⁰⁷ Glassdoor, "Glassdoor Mission & Culture Survey 2019"
Yes, with the 'Campaigns' offer, it is possible to track the number of clicks on the email signatures of all your employees in the 'Statistics' area of the platform.
You can then access a detailed or global view of the number of clicks on the email signatures of each employee. You can use the search option to target a specific signature or a given period. Finally, you have the possibility to export all statistics to an Excel document.
If you launch campaigns with banners inserted in your email signatures, you can also access their performance via this same space.
With Letsignit, you can easily add social network icons in your collaborators' email signatures and link to your company pages. Also, our "attributes" feature allows you to manage personalized URLs for each of your collaborators such as their individual LinkedIn profile.
And that's not all: you can add links to an appointment-setting application, allow your customers to leave reviews easily, and integrate our 'Chat on Teams' widget to let anyone start a discussion via Microsoft Teams chat.
It’s up to you! As an administrator of the Letsignit platform, you choose whether or not to grant modification rights to your employees. These permissions are managed on an attribute-by-attribute basis, which means that you can decide to allow the employee to change their phone number, but not the address of your premises, for example.
This feature applies to all attributes in your directory, including custom attributes created on Letsignit. When your employees change one or more attributes, your directory is obviously not affected.
It often happens that employees make their email signature their own: custom format, bad fonts, colors inconsistent with the brand standards... all of this has an impact on your brand!
A consistent visual identity is considered authentic and outperforms a perceived weak one by 20%. And, your customers are 2.4 times more likely to buy your products.
With Letsignit, take back control over your brand identity by standardizing all your email signatures. Our tool has many features that allow you to customize your signatures by department, by audience or by subsidiary. Not to mention the possibility of carrying out campaigns within your email signatures thanks to our Campaign offer.
What is the user experience like for our employees?
In both cases:
In short, they have autonomy in their email signature, but you keep control on the field, signatures, and banners they can edit or use.
With our "multi-signature" feature, your employees can benefit from multiple email signatures. No technical manipulation is required. Thanks to our Add-in for Outlook or the desktop app, they can change their email signatures as they wish with just a few clicks.
Regarding the creation of email signatures, you can make several variations such as:
Everything has been thought of to go further in the personalization process based on the recipient of your emails.
If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.
As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:
As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.
If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.
As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:
As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.
