I have seen a lot of change in the Customer Communication Management (CCM) space over the years. From a very print focused outlook we have and are moving to digital. We all know that digital experiences have become the norm. Companies across industries are feeling the pressure to adapt, but this evolution doesn’t necessitate leaving print behind. In fact, when executed thoughtfully, digital options can significantly enhance print, creating a more robust CCM strategy.
It Doesn’t Have to be Print vs. Digital
Print and digital are not at odds – particularly for regulated documents. Companies should consider how these two mediums can complement each other. Print remains a powerful tool, especially when integrated with digital strategies. For instance, regulated communications such as a bill when integrated with personalized URLs or QR codes can drive customers to digital platforms, enabling quicker payment and creating a seamless experience that begins with a tangible interaction.
At the heart of integrating print and digital is the view of being channel agnostic and ensuring the process allows for a unified approach across channels.
This approach leverages the strengths of both print and digital. The key is to find the balance where print supports and enhances digital experiences, rather than competing with them. This approach transforms print from a static medium to a dynamic one, capable of initiating complex, interactive customer journeys.
Enable Native Digital Experiences Through Print
Enabling native digital experiences through print requires a shift in how companies view their communication strategies. It’s not just about digitizing print but about creating a cohesive ecosystem where print serves as an entry point into a broader digital experience.
Forward-thinking companies are recognizing that print can serve as a gateway to digital experiences. By embedding digital elements into print materials, companies can create interactive experiences that engage users.
Compose Once, Deliver Everywhere
A significant challenge in merging print and digital is the need for content that works across multiple channels. The concept of “compose once, deliver everywhere” is crucial here. By creating content documents that are adaptable, companies can ensure consistency across print and digital platforms.
This strategy involves designing documents that can be easily repurposed for different mediums. This means that regardless of the medium, the ability to quickly understand the information – without the need to pinch and zoom or scroll endlessly – should be a priority. This not only saves time and resources but also ensures that the messaging remains consistent, regardless of how the customer accesses it.
Move Beyond Tech Modernization and Process Overhaul
While technology modernization and process overhauls are essential, they are only part of the equation. True transformation requires a cultural shift within the organization. Companies need to foster a mindset that embraces innovation and encourages experimentation with new ways of integrating print and digital.
The goal is to create a more agile, responsive organization that can quickly adapt to changing customer expectations and technological advancements.
Begin with How You View Documents and Communications
At the heart of this transformation is a rethinking of how companies view documents and communications. Rather than seeing them as static items, they should be viewed as dynamic, evolving experiences that can be used to engage customers across multiple touchpoints.
This shift in perspective can lead to innovative ways of using print to drive digital engagement. For example, companies might develop personalized print materials that guide customers to specific digital actions, such as paying a bill, viewing an interactive version of the document to act or even going paperless.
Transform the Total Experience from the Ground Up
The goal is to transform the customer experience from the ground up. This involves not just updating existing processes but rethinking the entire approach to customer engagement. It’s about creating a seamless, integrated experience where print and digital work together to meet customer needs and exceed their expectations.
What is Possible?
The possibilities for integrating print and digital are vast. A simple printed statement could initiate a complex, interactive customer journey using QR codes, augmented reality, or personalized URLs. By thinking creatively and embracing innovation, companies can create truly unique and engaging customer experiences that blend the best of print and digital.
Conclusion
The transformation from print to digital doesn’t mean abandoning print – it’s about being inclusive of both channels. It means finding innovative ways to enhance digital experiences even when a customer has opted for a print version of their document. By adopting a holistic approach and rethinking how documents are created and delivered, companies can create seamless, integrated experiences that meet the needs of today’s digital native customers.
