How to Future Proof Your Document Strategy
From Scott Gerschwer, Ph.D., Compart NA Marketing
The Future is Very Different Than the Present. Are You Ready?
That young people are quite different from older people these days is something of a cliché, but cliché’s become commonplace because they are so often true. Think of this: According to the “Voice of the Generations” report released last summer by our friends at Adobe, there is a 30 point differential between how Boomers and millenials view this simple statement: “There is a place for companies interacting with individual people on social networks, forums and/or messaging sites.”
Among boomers surveyed, just 33% agreed with the statement, “There is a place for companies interacting with individual people on social networks, forums and/or messaging sites.” By contrast, 49% among Gen-Xers, 63% among millennials and 69% among Gen-Zers agreed with the statement.
If you have not future-proofed your document strategy, you may already be falling behind your competition. But do not despair, it’s not too late. DocBridge® Impress represents a paradigm shift in document design: it is created independently of a given page size and based on open standards. DocBridge® Impress is built on established design concepts that employees know, trust, and use every day. The generated documents can be distributed as hardcopy or by email, can be displayed on a Web browser, smartphone and tablet, or integrated into existing portals - with no additional effort.
Documents can be created and sent through all relevant channels and displayed seamlessly on different media: as printed pages, as a PDF in the e-mail attachment, as a responsive HTML page in the web browser and on the smartphone / tablet, via messenger services etc. Every new application needs to be created only once and is available to all media almost effortlessly. With DocBridge® Impress, channels become meaningless.
Omnichannel will become channel-less
The document can be sent to all channels without making changes to the application. The future is channel-less. And attitudes are also divergent with regard to customer data. When asked about this statement: “I worry about how my data is used all the time.” The response was amazing. 43% of boomers agreed with the statement. Only 20% of millennials did. Only 14% of Gen-Zers agreed.
This divide complicates an already complex communication ecosystem.
The answer is customer communication management (CCM), a strategy to continually optimize document creation, delivery, archiving/storage, extraction and retrieval. It applies to batch-created transaction documents (invoices, account statements, meter readings, termination notices, rate offers, policies, delivery slips) as well as mass mailings (advertisements, campaigns), and individual correspondence created decentrally.
Customer communication management (CCM) includes all physical and electronic channels through which customers, partners, and suppliers come into contact with a company: e-mail, postal mail, telephone, social media platforms (Twitter, Facebook, Xing, LinkedIn, blog), various online forums, messenger services (SMS, WhatsApp, Viber, Instagram), web sites and online chat.
For more information about CCM and the next-gen version, CXM, which places the customer-facing document where it belongs – in the central of the customer experience, give us a call or drop us a note. We know how important documents are to your customer’s experience of your brand. We can help you future-proof this strategy to ensure that you are always communicating with the right customer at the right time via the right channel in the right medium – and that the communication is personalized and the data is protected.
That is what Compart can do for you when you are ready to future proof your customer-facing, mission-critical, experience-driving document strategy.