In this article, we will explore the challenges of maintaining effective communications in a world where customers are inundated with information.  We will examine the most effective communication methods and how to select the proper channels to convey our message and bridge digital and physical experiences. 

The role of print in an omnichannel communication strategy 

In the digital transformation era, it is essential to consider how print fits within your overall communication approach.  With the ever-changing technological landscape, one might question the relevance of paper mail in a modern workplace.  This query is particularly pertinent as businesses and consumers adapt to evolving methods of information consumption. 

The impact of digital transformation and workplace culture shifts 

There is no denying that technology has significantly altered the way customers and clients consume information.  Digital transformation has played a crucial role in this shift, as have the significant changes in workplace culture.  The move towards a hybrid workforce and the widespread adoption of mobile technologies have driven businesses to find innovative ways to support remote work. 

The evolution of outbound communication channels 

As companies adapt to new working models, it becomes necessary to implement systems that ensure business continuity.  One area where we witness this transformation is in the channels used for outbound communication.  

Print presents a unique challenge to businesses, as it is often the most difficult medium to connect with other channels.  With an integrated strategy, aligning print communications ensures that customers can seamlessly traverse channels during their experience with your digital brand. 

As we discuss the role of paper mail in the current business climate, it's crucial to examine the ongoing trends in office printing, as observed by IDC.  Digital transformation strategies have led to a decline in office-related printing as organizations transition from paper to digital workflows.  The pandemic further accelerated this trend, causing a decrease in overall office print volume.  However, it's essential to delve deeper into the areas most affected by this decline. 

Much of the reduction in printing can be attributed to ad hoc printing, which includes printing documents for archival purposes, personal use, or later reading.  People have turned to digital technologies like Zoom and content-centric applications like Teams for remote collaboration.  Despite these changes, essential or mission-critical printing has largely continued at pre-pandemic levels, reflecting the market's persistent reliance on print for specific functions. 

While the shift from paper to digital is a crucial objective for many businesses, print remains integral to various workflows.  Print is often deemed necessary and the most effective medium for specific applications.  Although a slight majority of survey respondents expect print volumes to continue to decline, it's clear that print will still be around for a while. 

Digital fatigue has led to customers seeking offline experiences, with print and paper mail offering a trusted and comfortable mode of communication.  Businesses can guide customers toward the desired channels by strategically evolving print channels alongside digital ones. 

Print stands out in a digital world and can create a lasting impact on customers.  It invokes emotions and prompts action in ways digital media sometimes cannot.  As businesses continue to adapt and grow, it is essential to recognize the importance and relevance of paper in customer communication.  The trustworthiness of paper, coupled with its "stickiness," makes it a powerful tool for businesses to leverage. 

A recent survey exploring consumer preferences for paper or digital communications revealed that 28% of respondents prefer a mix of both. However, preferences vary when given the option to choose their preferred communication method.  Some consumers favor a 75/25 mix of digital to paper communications, while others opt for a 25/75 mix.  The majority (61%) express a clear preference for digital experience. 

Although these results differ slightly across industries, there is a stronger inclination towards digital than paper communications.  Generational preferences also show variations, but less than anticipated.  Interestingly, Baby Boomers sometimes prefer digital more than Gen Z and Millennials, particularly in the utilities and personal banking sectors.   

In the utility sector, 69% of Baby Boomers prefer 100% digital communications, significantly outnumbering Gen Z and Millennials.  As expected, the Silent Generation strongly prefers paper communications across all sectors. 

The critical takeaway for providers is to prioritize offering omnichannel experiences, allowing consumers to choose their preferred communication channel.  By doing so, providers are more likely to capture consumer attention and maintain relationships during their digital transformation journeys.   

Targeting behaviors that cross all demographics is crucial to deliver universal customer benefits, regardless of segmentation.  For this, targeting audiences based on accurate customer data and personalizing communications delivered across channels – whether through an online presence or social channels is essential. 

The shift towards outsourcing document-based processes has emerged as a solution to the challenges of the new hybrid workforce and the need to support a distributed IT workforce.  By moving to an outsourcing model, organizations can reduce costs and reap additional benefits, such as improved document security, faster response times, and maintaining the integrity of documents.  Moreover, this approach allows for greater flexibility in selecting the appropriate channels for communication. 

Although the cost of print can impact an organization's decision-making process, it is also essential to consider the associated costs of digital channels. Utilizing mailing machines and metered mail can help reduce mailing costs while maintaining quality.  This strategy highlights the importance of weighing the benefits of both print and digital channels to optimize communication and achieve the desired outcomes. 

Creating a robust digital brand requires a consistent and streamlined approach to both communication and design.  One way to achieve this is by investing in advanced software and hardware solutions, such as customer communications management and document automation software.  These solutions can be integrated with inserting and metering hardware to power consistent brand communications across physical and digital channels.  These investments can help automate and standardize the branding process, ensuring uniformity across all correspondence while simplifying production and reducing costs. 

Customer communications management (CCM) has the added benefit of using printed communications as a template to extend existing communications to digital spaces via digital experience platforms. 

It is essential to provide adequate employee training to ensure staff are comfortable using these new tools and templates.  The brand can maintain consistency and cohesion without causing significant disruption by familiarizing staff with the updated processes.  Ultimately, a strong digital brand is built on a foundation of uniform design, efficient processes, and well-trained employees who can effectively execute and maintain the brand's vision. 

In an ever-evolving digital landscape, agility is essential for businesses to develop and execute effective customer communications strategies and build a strong brand identity.  This entails testing and validating ideas through lightweight prototypes through focus groups before committing significant resources to development and execution.  Such an approach ensures that businesses remain adaptable and adapt products or services quickly based on feedback and changing needs. 

Another crucial aspect of creating powerful digital experiences is journey management, which goes beyond mapping customer journeys, looking at physical and digital touchpoints, evaluating potential changes and iterating on the changes made.  This approach involves designing, gathering feedback, prototyping, and refining the process.  It is important not to wait for perfection but prioritize continuous improvement while keeping the human at the center of the experience. 

Intentional design and innovation are pivotal in delivering seamless customer experiences and driving customer loyalty.  Many organizations adopt design thinking, placing human experiences at the core and designing each touchpoint with intention.  

A prime example is Starbucks, which overcame challenges at the point of sale by iteratively developing the card flip feature in its mobile app.  This ensured that customers could easily present an active screen to be read by barcode scanners, showcasing the power of intentional design in enhancing the customer experience and delivering measurable returns on digital marketing. 

Many organizations engage in digital or experience design due to its perceived necessity without clearly defining the business benefits, brand impact, and value created for customers.  To ensure success, it is crucial to communicate the impact of these efforts across the entire ecosystem, including employees and executives.  By focusing on productivity and quantifying results, organizations can gain better insight into their return on investment and areas for improvement. 

To refine and understand the impact of these efforts, it is essential to consider not only the cost of acquisition but also the cost of retention.  Building a robust digital branding strategy and customer journey can increase customer retention and minimize churn.  For example, during a merger and acquisition, one organization intentionally designed the merger around the experience they wanted to create, making purposeful decisions that would positively impact all parties involved. 

As organizations continue to innovate and explore new digital experiences, it is vital to consider the needs and preferences of future generations, such as Generation Z. To accommodate a diverse range of users, buyers, and individuals, it is essential to recognize that a one-size-fits-all approach is insufficient.  Instead, organizations should tailor their strategies to different demographics, utilizing various means and channels of communication to create inclusive and adaptable experiences. 

For marketers, creating a digital brand starts with the basics.  To create a strong digital brand, focus on search engine optimization (SEO) by incorporating relevant keywords throughout your website and content.  Use blog posts as a content marketing strategy to establish credibility and authority in your niche, ensuring they are well-written, engaging, and optimized for search engines.  

Leverage social media platforms to share your content, connect with your target audience, and promote your brand's personality. By combining SEO, content marketing, and social media strategies, you can build a robust digital brand that resonates with your target audience and drives engagement. 

But businesses serious about protecting and promoting their digital brand go beyond the basics to build a complete digital customer experience extending to existing print communications to bridge physical and digital communications at every touchpoint.  Several technologies exist to help power these cross-channel communications.  Account Payable Automation and Accounts Receivable Automation are invaluable for invoice and payment-related communications.  For general communications, learn more about customer communications and how this technology can help you build a strong digital brand focused on your customer.