There’s a common misconception I hear when companies talk about going digital first. Too often, it’s interpreted as digital only, as if digital channels must replace every other form of communication. But in practice, going digital first means something far more nuanced and more customer-centric. It’s not about shutting off print. It’s about designing experiences that reflect how people actually use digital tools in their daily lives, which means it’s sometimes alongside print, sometimes instead of it, and often in a hybrid way.
At OSG, we think about this as building connected communications that meet people where they are. And the reality is: where they are isn’t always 100% digital.
Following, Not Forcing, Digital Behavior
When we help clients modernize their communications, we’re not just dropping in new technology and hoping for the best. We’re looking at behavior, because what works best in terms of driving engagement, faster payments, or better customer experiences, usually follows a familiar pattern. We see that people engage with print and digital together.
Take the example of a printed bill that arrives in the mailbox. For some consumers, that physical mail piece serves as a trigger. It reminds them to go online, open their app, or scan a QR code to make a payment. We need to remember that in that moment print acts as a bridge and it usually initiates a digital action. That’s exactly how a digital-first but not digital-only approach should work thinking of the touchpoint connections and not a channel silo.
Print Still Has a Role… It Just Needs to Evolve
I’ve spent years watching the industry shift toward digital and I’ve seen what happens when print gets dismissed too quickly. Yes, digital is more convenient for many consumers. Yes, it’s easier to personalize and track. But that doesn’t mean print is irrelevant? I believe it just means we need to use it more strategically.
When print is integrated into a journey, especially for regulated communications like statements, policy notices, or bills, it plays a key role in reinforcing trust and prompting action. But to do that effectively, we need to treat it as part of the digital experience, not a separate one.
That might mean including a short URL or QR code that connects to a personalized video or payment portal. Or designing print layouts that mirror what customers see online, so there’s consistency across the journey. It’s not about print or digital. It’s print and digital that are designed to work together.
Real Strategy Is Rooted in Real Preferences
When I talk with clients about digital transformation, I always come back to this question: What do your customers actually want?
Sometimes, there’s a disconnect between what companies think customers prefer and how those customers really behave. We’ve seen high paperless adoption rates in some verticals or demographics but also real resistance in others, even among digitally savvy consumers. The reason is simple: preference isn’t just about age or access. It’s about perceived value, control, and trust.
Forcing a digital-only experience can backfire. You risk alienating customers who feel more comfortable with paper or who simply want the choice. A better approach is to guide customers toward digital by showing them how it benefits them through faster delivery, interactive features, and ease of use, while still leaving the door open to paper when they want it.
At OSG, we help companies strike that balance. Our predefined journey-based framework looks at the full communication lifecycle and considers all touchpoints, not just the flashy ones. We focus on how print and digital work together to drive outcomes, whether that’s speeding up a payment, increasing engagement, or supporting compliance.
Digital First Is a Mindset, Not a Mandate
Being digital first doesn’t mean going all-in on automation or bots or app alerts. It means thinking about how digital can enhance the customer journey across regulated communications, which means starting from the very first touchpoint, whether that’s a piece of mail, an email, or a push notification.
We need to start giving people the ability to pay how they want, view documents where they want, and interact on the terms they choose. And it means designing communications that are intuitive, clear, and responsive, regardless of channel.
Meeting Customers Where They Are
Ultimately, we have to provide communications based on how people live today. They toggle between devices, keep paper copies of certain things, get reminders by text, and scan QR codes from envelopes. They want communication that’s seamless and not siloed.
That’s why digital first can never mean digital only. In the end, the best communication strategies are the ones that meet customers where they are in their moment of need.
