In order to address customers’ evolving preferences for digital interaction, more and more companies are seeking a digital-first strategy for document and communication management. With a digital-first approach, companies can offer customers increased speed, added convenience, and a better experience overall. 

However, making the transition to digital is not always easy. In fact, while 87% percent of senior business leaders say digitization is a company priority, only 40% of organizations have actually succeeded in bringing digital initiatives to scale, according to a report by Gartner. 

Here are the most common barriers faced by companies seeking to make a digital transition:

• Resistance to change
• Integration challenges
• Cost concerns
• Issues with security and compliance

Document management and personalization

Document management (DM) — the process of capturing, storing, and retrieving digital versions of documents that were previously paper-based — enables organizations to overcome these barriers. 

By utilizing DM tools and systems, companies can manage their digital documents while benefiting from additional security, access control, and centralized storage, plus streamlined search and retrieval options. They help reduce the risk of human error, physical damage to files, retrieval issues, and costs. 

Specifically, a digital-first DM system provides for:

• Increased engagement — interactive and personalized digital documents drive higher consumer interaction
• Accessibility — recipients can access documents anytime, anywhere, and on any device
• Compliance and security — advanced digital platforms offer robust security measures, ensuring data protection and regulatory compliance

DM’s ability to drive consumer interaction via personalization is of particular interest to many organizations, as its value to consumers continues to escalate. Emarketer reports that nearly 90% of consumers now believe the experience a company provides is as important as its products or services, and 73% said they “expect companies to understand their unique needs and expectations.” Brands are primarily going to compete on customer experience in the future, and DM systems will have a big role in this.

Cost-effectiveness, consistency, and AI 

Although marketers may have initial cost concerns when making a digital transition, doing so can provide a variety of efficiency advantages. 

Companies can, for example, partner with a print service provider to utilize print-on-demand services, ensuring that only necessary documents are printed. They can implement electronic delivery (eDelivery) systems to cut down on postage and printing costs. They can also consolidate services and partners (both print and digital) to eliminate redundancy and any duplication of composition, storage, and processes.

DM’s additional advantages include:

• Leveraging automation to reduce manual processes and associated costs
• Consolidating document production and distribution platforms to streamline operations
• Utilizing data analytics to optimize printing and mailing for necessary physical communications
• Ensuring a company can realize consistency across messages while minimizing friction for customers having to provide repeat information

The onset of artificial intelligence (AI) further increases the scope of DM, empowering these new tools to serve up valuable information and insights to an organization. AI can identify document inconsistencies to ensure the data provided to and received from customers is as accurate as possible. It can also streamline information provided to customers more efficiently – building trust and brand loyalty. 

Future-proof your organization 

There’s a growing significance of DM and the urgency for digital transformation for future readiness. According to a DocuSign report, “78% of businesses consider digital transformation of document processes crucial to survival post-COVID-19.” Additionally, RRD’s Print Impact Report shows that 91% of marketers are integrating print and digital channels today, demonstrating the critical need to adapt for future success. 

How should companies ensure that their organization is ready for a digital transformation? Take these steps:

• Anticipate and adapt to the rapidly changing evolving digital landscape
• Embrace AI technology to make DMS investments more impactful through better data extraction
• Invest in scalable and flexible technology platforms that support growth and change
• Focus on cloud integration and hosting where possible to integrate into other systems 
• Foster a culture of innovation to continuously enhance the customer experience

This content was originally posted on rrd.com

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Operating in today’s primarily digital landscape, trust has undoubtedly become a cornerstone of successful business-to-consumer relationships. With CRN reporting that a staggering 104 million people have been affected by the 10 biggest data breaches thus far in 2023, transparent and effective communication practices are critical to foster this trust — and can significantly impact your bottom line.

Products are recalled. Breaches happen. Have you developed a level of trust with your customers to help you weather any unforeseen storms? Below, we outline opportunities to foster strong customer relationships through strategic, accountable communication practices.  

Personalized messaging for increased trust

One-size-fits-all marketing should give way to personalized messaging designed to resonate with your individual customers. A tailored approach helps acknowledge each customer’s unique preferences and needs, which can lead to increased trust. A McKinsey study reported that 71% of consumers now expect personalized e-commerce interactions, and 76% become frustrated if they don’t receive them. Are your omnichannel touchpoints designed to make your customers feel valued and understood as individuals? 

Collecting data from surveys, interviews, focus groups, and predictive models are great ways to start. Personalization, however, should be undertaken carefully to avoid overstepping boundaries that could lead to concerns about privacy. Ensure that any data analytics or customer insights are securely collected and stored, and that any third-party business partners adhere to data privacy regulations. 

Data privacy: a non-negotiable

A data breach can be devastating for your organization — and for your customers. IBM reports that the average cost of a data breach in 2023 is $4.45 million. Beyond financial loss, your customers are left vulnerable if sensitive information — including social security numbers, addresses, financial information, and sensitive medical records — falls into the wrong hands.

Are you doing all you can to ensure customer privacy through stringent data protection measures? Taking proactive steps like implementing encryption, regular security audits, and compliance with data protection regulations are all great baseline measures to reassure customers that their sensitive information is safe. It’s equally important, however, to communicate these practices to your customers in order to demonstrate a commitment to safeguarding their interests and building trust. Transparency surrounding data practices — and explicitly obtaining consent to collect data— assures customers that their sensitive information is in safe hands. 

Additionally, as cyber threats become more sophisticated, partnering with an organization that has regulatory compliance experience and extensive data protection technology can make all the difference. IBM uncovered that companies utilizing both AI and automation technology as security measures experienced a 214-day data breach lifecycle — compared to a 322-day data breach lifecycle for those not utilizing these technologies. A difference of 108 days to identify and contain a breach can save money and protect your customers from further vulnerabilities.

Ethical communication in a complex world

Today’s digital world is rife with misinformation and gray areas. To attract and maintain modern customers, it’s important to operate under a high standard of ethical communication. Authenticity, honesty, and accountability should be evident in all customer communications, and all messaging should align with your values — avoiding anything that could be seen as misleading or deceptive.

By establishing a foundation of trust and credibility through transparent communication, companies are better equipped to address unforeseen issues proactively, minimizing reputational damage.

As outlined by The International Information System Security Certification Consortium (ISC²), 2022 saw a substantial gap of 3.4 million cybersecurity jobs, underscoring the escalating complexity of data privacy threats. To address this, it’s critical to be forthright about your efforts to protect your customers’ data. Communicating the steps taken to fortify cybersecurity not only instills trust but also reinforces an image of responsibility and reliability.

Nurturing trust: a strategic approach

The Drum reports that over 80% of consumers regard trust as a critical factor in their purchase decisions, yet only 34% trust the brands they use. Combined with HackerOne reporting more than 65,000 customer vulnerabilities unearthed by the hacking community in the past year, there’s an ever-present need to aggressively protect against breaches. But there’s also an opportunity to build trust and nurture customer relationships through effective communication. 

Not sure where to start? 

1.  Assess your current customer communications strategy. Have you explored or deployed personalized messaging? Would you benefit from working with a third-party company to gather relevant customer insights?
2.  Evaluate your current risk management protocol and security measures. Have you created a campaign to educate your customer base about these processes and your unwavering commitment to data privacy?
3.  Analyze current technologies and safeguards. Would outsourcing to a SOC2+HITRUST-compliant partner increase security levels? 
4.  Create a detailed communications protocol for a potential breach, including plans for transparency in disclosing such an event to customers. Plan to acknowledge the issue and take full responsibility, demonstrating a willingness to be held accountable. 

Trust is both hard-won and easily lost, which makes effective communication practices the key to successful customer relationships. As you navigate the intricate landscape of the digital world — and all of the risks it brings — your customers’ ultimate trust in you can be the deciding factor of success.

This content was originally posted on rrd.com

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With the rise of digital technology and the shift towards remote work, businesses need to re-evaluate their customer communications management (CCM) processes to stay ahead of a rapidly evolving curve. 

In this article, I share some key considerations that businesses should keep in mind when enhancing their CCM processes for a digital world.

Invest in a robust digital infrastructure to support a seamless digital experience

A robust digital infrastructure means the right technology is in place to support a large variety of digital communication channels, such as email, SMS, chatbots, mobile wallets, voice assistants, and social media. With customers increasingly preferring to communicate via digital channels, it is essential to have a seamless digital experience that is user-friendly and efficient.

Businesses should also consider integrating their digital communication channels with their customer relationship management (CRM) systems to create a single view of the customer. This will enable businesses to personalize their communications based on the customer’s preferences, behavior, and past interactions. Personalization can lead to a better customer experience, higher engagement, and ultimately, increased revenue.

Another crucial aspect of a robust digital infrastructure is data security. Businesses need to ensure that their digital communication channels are secure, and customer data is protected. To do this, effective security measures must be put in place, including encryption, multiple-factor authentication, and consistent security assessments.

Embrace omnichannel communication to increase loyalty

Omnichannel communication is the practice of providing a seamless and consistent experience across all communication channels, whether digital or traditional. This means customers can interact with businesses via multiple channels and still receive the same level of service and support.

To embrace omnichannel communication, businesses should have a clear understanding of their customers’ preferences and behavior. This can be achieved by collecting data on customer interactions across different channels and using analytics tools to gain insights. By understanding these preferences, businesses can provide a personalized and consistent experience across all channels.

Omnichannel communication can also help businesses reduce customer churn and increase customer loyalty. According to a study by Verint, 26% of businesses reported that making technological advancements to improve customers’ omnichannel experiences would have the biggest impact on their customer experience strategy. 

Automate communication processes, reduce manual errors

Automation is a critical aspect of enhancing CCM processes in a digital world. With automation, businesses can streamline their communication processes, reduce manual errors, and improve efficiency. This can lead to significant cost savings and improved customer experience.

Businesses can automate communication processes in several ways, such as using chatbots for customer support, setting up triggered email campaigns based on customer behavior, and using automated workflows for customer onboarding and account management.

Automation can also help businesses scale their communication processes without adding additional resources. For example, businesses can use email automation tools to send targeted and personalized emails to a large number of customers at once — without the need for manual input.

Provide self-service options to reduce customer support costs

Self-service options are becoming increasingly popular among customers. According to a study by NICE, 22% of consumers said that the ability to access self-service options online was a top factor impacting brand loyalty. The same study revealed that 53% of businesses believe that customers are very satisfied with their self-service tools — yet only 15% of consumers agree.

Self-service options can also help businesses reduce customer support costs and improve customer satisfaction. By providing customers with the tools they need to solve their own problems, businesses can reduce the number of support tickets and calls, improving the overall customer experience.

Focus on accessibility to ensure communications are designed for everyone 

Accessibility is a critical aspect of CCM processes in a digital world. Businesses need to ensure that their communication channels are accessible to all customers, regardless of their abilities.

This means providing alternative formats such as audio, video, and text transcripts, as well as using assistive technologies such as screen readers and captions. 

Businesses should also ensure that their websites and digital communication channels are designed with accessibility in mind by using alt tags for images, providing easy navigation, and using high-contrast colors.

By focusing on accessibility, businesses can improve the customer experience for all customers, including those with disabilities. This can also help businesses comply with legal requirements, such as the Americans with Disabilities Act (ADA) in the United States.

Monitor and analyze feedback to identify patterns in customer behavior

Finally, businesses should monitor and analyze customer feedback to continually improve their CCM processes. This means collecting feedback from multiple sources — such as surveys, social media, and online reviews — and using analytics tools to gain insights.

By monitoring customer feedback, businesses can identify areas for improvement and make changes to their CCM processes accordingly. For example, if customers are complaining about long wait times on the phone, businesses can implement chatbots to reduce wait times.

Analyzing customer feedback can also help businesses identify trends and patterns in customer behavior, such as common customer complaints or preferences. This can help businesses make data-driven decisions to improve their CCM processes and, ultimately, the customer experience.

Enhancing CCM processes for a digital world requires businesses to embrace a customer-centric approach. This involves making investments in a data-protection-focused infrastructure, modern and future-facing communication channels to deliver a seamless omnichannel experience, automated business processes to boost efficiency, customer self-service options, a focus on accessibility for all, and ongoing monitoring and analysis of customer feedback. 

By prioritizing these key considerations, businesses can create a strong foundation for their CCM processes and stay ahead of the curve in a rapidly evolving business landscape.

This content was originally posted on rrd.com

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This content originally appeared on Linkedin.

In celebration of Black History Month, a panel of RRD employees shared their personal experiences and thoughts around embracing diversity in the workforce and the importance of mentorship. We enjoyed hearing their unique viewpoints and celebrating their voices. #BlackHistoryMonth #diversity #leadership #inclusion Thank you Toni Thompson, Crystal Bauduin, Wylie Blanchard, Kevin Glover, Gloria Oden.

RR Donnelley

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