How to prevent brand erosion by your accounts team

Building a corporate brand isn't just about flashy ads or clever slogans. It's the sum of all your customer interactions, from the big sales pitch to the way you handle a late payment. And those less glamorous moments can have a huge impact.

Debt Collection: An Opportunity for Brand Reinforcement

Debt collection... nobody likes it. It's often seen as just a necessary evil, a way to chase down those late payments. But think about it: how you handle those tricky conversations about money says a lot about who you are as a company. Every email, every phone call, every letter about an overdue invoice is a chance to either build a stronger relationship with your customer or completely wreck it.

Let's be honest, nobody wants to be chased aggressively for money they owe. A pushy or impersonal approach can easily turn a customer off you for good, and that bad feeling spreads. On the flip side, if you approach things with empathy and a focus on finding solutions, you show your customers that you actually get them. Often, late payments aren't about people trying to dodge their bills. Life happens – financial hiccups, mix-ups in their own business, simple miscommunication. If you deal with those situations with understanding and clear communication, you're much more likely to keep that customer's loyalty than if you come in all guns blazing.

So, when you're planning your debt collection strategy, make sure it reflects what your brand is all about. If you're a company that prides itself on being helpful and understanding, your debt collection process needs to show that, too. This is where bringing in a PR firm that specialises in brand communication can be a smart move. They can help you make sure your messaging is consistent across the board, even when you're talking about money. Because even those awkward financial conversations are part of your brand story.

Accounts Teams as Brand Ambassadors

Accounts and billing teams often operate behind the scenes, but their interactions with customers can significantly impact how your business is perceived. From explaining invoices to handling disputes, these engagements shape customer opinions. Customers don't differentiate between departments when evaluating a brand—they see one company. As a result, your accounts team should embody the same values and professionalism as your marketing or sales teams.

Training accounts staff in customer service is a worthwhile investment. Equipping them with skills like active listening, conflict resolution, and clear communication ensures they can effectively address concerns while maintaining positive relationships. A poorly handled billing dispute could undo months of goodwill built by other departments.

Consistency in messaging is vital. Businesses must ensure that their accounts communications—whether they're reminders, invoices, or overdue notices—reflect the same tone and professionalism as their other customer interactions. 

Tailored Communications: Strengthening Relationships

Investing in customer service training for your accounts team is a no-brainer. Giving them the skills to really listen to customers, handle tricky situations, and communicate clearly can make a huge difference. One bad experience with a billing issue can wipe out months of goodwill that other teams have worked hard to build. And it's not just about individual interactions, it's about consistency too. Whether it's a payment reminder, an invoice, or a notice about an overdue account, the tone and professionalism need to match everything else you send out. It all needs to feel like it's coming from the same company.

Personalised communication is key too. Nobody likes feeling like just another number. Customers are much more likely to respond positively if they feel like you're talking directly to them. Automated systems can be really helpful here, sending out personalised payment reminders that use the customer's name and refer to specific transactions. It makes a big difference. And timing matters. A late-night email about an overdue payment can feel really insensitive, while a quick call during business hours is much more likely to be appreciated. Understanding your customers' preferences and habits, and tailoring your communication channels (email, text, phone calls – whatever works best) can create a much smoother and more positive experience.

Debt Collection Agencies: Balancing Efficiency and Ethics

Let's face it, dealing with overdue payments is a headache. For many businesses, using a debt collection agency seems like the easiest way to handle it. But here's the thing: if that agency's methods clash with your company's values, you're in trouble. Aggressive tactics might get you some quick cash, but they can also seriously damage your reputation and alienate your customers.

So, if you do decide to outsource debt collection, you absolutely must set clear expectations. Give the agency-specific guidelines on how you want them to communicate – the tone, the language, the whole nine yards. Providing scripts for phone calls or reviewing their written communication can help keep things consistent and protect your brand.

Technology: A Game Changer for Accounts Management
Technology has completely changed the game for how businesses handle debt collection and accounts. Think about things like predictive analytics – now companies can actually spot which customers are likely to fall behind on payments before it happens, giving them a chance to reach out and help. 

And AI chatbots? They're great for handling the simple stuff, like checking balances or due dates, which frees up your team to deal with the more complicated issues. But here's the catch: even with all this fancy tech, you can't lose the human touch. If your chatbot sounds too robotic, it can feel impersonal and leave a bad taste in your customer's mouth. It's all about finding the right balance between efficiency and a genuine, human connection.

Turning Your Accounts Team into a Strategic Marketing Asset

Turning debt collection and accounts communication into strategic advantages is a smart move. It's about more than just chasing down payments; it's about how those interactions reflect your brand. Even when things get tricky with a customer's account, a positive experience can build loyalty and boost your reputation.

In a market like New Zealand, where word-of-mouth plays a significant role in business success, a consistent and empathetic approach to accounts management can set your company apart. Partnering with experts like Impact PR, one of the most respected PR agencies Auckland-wide, can help businesses refine their communication strategies to ensure every interaction aligns with their brand ethos.

Whether you're handling early-stage collections yourself, personalising your communication, or working with an agency, you have a chance to show your values in every single interaction. In competitive industries, that level of care can be the deciding factor between keeping a customer and losing them.

By weaving accounts management into your overall brand strategy, you can turn what's often seen as a back-office chore into a real competitive edge. It's about more than just hitting your financial targets; it's about strengthening your reputation along the way.

Mark Devlin is the Managing Director of Impact PR, a leading PR consultancy specialising in brand strategy and communications.