Even as the economy reopens, many people are working from home with much more regularity than they did in the past. Largely thanks to COVID, people are focused on different things than they were in the past. Of course, it should be noted that the chart above only specifies the small share of consumers that wanted to receive their communications by paper only, but the stronger preference for paper among most types of communications is clear. Paper-Only Preferences for Bills & Statements This same research also shows that consumers’ preferences for paper-based bills and statements have increased year-over-year. According to Keypoint Intelligence’s most recent transactional communications research, over three-quarters of consumers stated that it was important for them to decide which channels their providers used to contact them. More than ever, today’s consumers want empowerment in deciding how their providers communicate with them. Digital communications are losing their effectiveness as a result, and this puts print in a unique position. Media reports of fraud and identity theft are on the rise, and security concerns surrounding personal data continue to mount. We are all overloaded and consumers are less trusting of digital communications. Rather than changing the world of customer communications, COVID-19 has served to accelerate it. Consumer beliefs or preferences about how they want to be communicated with that were taking shape before the pandemic have only been intensified now. ![]() Some people have called COVID-19 “the Great Accelerator,” and this is certainly true in the world of customer communications. This proved quite effective for a very simple reason-in today’s digital word, printed communications cut through the clutter and get noticed.Īlthough enterprises and brands have worked hard to deepen their connections with consumers, today’s consumers have become hyper-aware because they are used to being bombarded by communications. ![]() Savvy businesses recognized this, and began supplementing their marketing campaigns with direct mail, postcards, catalogs, and other printed communications. There was a time when e-mails stood out, but now the sheer amount of digital content that we are exposed to in a typical day is resulting in a diminished return. Most people are inundated with e-mails our work and personal accounts are so overloaded with digital communications that we often resort to mass-deleting multiple messages at a time after only glancing at the subject lines. For better or worse, we’re all a lot wiser now.Įven before COVID hit, consumers were already experiencing digital fatigue. Back when schools and businesses were originally shut down in mid-March, none of us knew what to expect and many of us were caught by surprise. ![]()
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