Johannesburg, 11 Dec 2015
Over the past 20 years, many businesses have transitioned a portion of their customers from paper-based to digital communications. Not only does this migration save company costs, but it's increasingly being driven by customer demand. A good example of this is research by MarketSherpa which shows that respondents between the ages of 18 to 65 prefer companies to communicate with them by e-mail.
However, Michael Wright, CEO of digital communication specialist, Striata, says the past 12 months have seen 'digital' increasingly becoming the default channel for marketing, operational and confidential communication with customers.
"Startups like the UK bank, Atom1 and established giants like Citi2, are suppressing traditional channels such as print/post in favour of communicating digitally. Printed documents, statements or policies are simply 'not available' or only 'available on request," says Wright, "The new mantra of the modern, cost-savvy business is digital first."
As a global business, Wright says Striata is well positioned to drive the adoption of digital channels for its clients. "Striata saw over 50% growth in digital customer communications in its key markets in 2015."
The increase in the distribution of confidential documents through electronic channels brings with it different challenges. Says Wright: "The foremost issue is the security of the information contained in a digitally delivered document. Customers need to have the utmost trust that their privacy will be protected, especially when the document contains personal, medical or financial information."
Wright believes that as digital usurps analog's default position, the often quoted saying applies: 'with great power comes great responsibility'. He argues that specialist skills are required to ensure that Web sites, e-mail and mobile apps do not become honeypots of easily hackable customer information. "Security in the digital space is of the utmost importance due to the vulnerability of data in transit and the exponential risk of consolidated client data storage," says Wright.
The digital world encourages customer engagement through interactivity; making the document much more than a broadcast of static information. "Interactive documents delivered by e-mail or available on a Web portal can engage, surprise and delight customers in ways that have not been seen since the move from black and white to full colour printing. The richness of the information, the creativity of how it can be displayed, and the ability to interact with the data makes for a vastly improved customer experience," explains Wright.
"In 2016, we will continue to see growth in businesses making digital their default channel for the delivery of secure documents, operational notifications and marketing messages. Organisations have proven the enhanced customer experience and engagement that interactive documents can bring and have already initiated the projects that will delight and surprise customers next year. "
References:
1. http://www.telegraph.co.uk/finance/11696350/Digital-only-challenger-bank-Atom-wins-licence.html
Michael Wright: Chief Executive Officer, Striata
Wright founded Striata in March 1999 with a view to build a global software business.
Wright is a pioneer of the Internet industry. He speaks regularly on the use of e-mail as a business tool and customer communication method. Michael has received numerous awards over the last 12 years in e-mail marketing, including "Direct Marketer of the Year" by the DMA and was a finalist in the "IT Personality of the Year" awards.
Before the formation of Striata, Wright was the managing director of VWV Interactive. Wright began his working career with PricewaterhouseCoopers, where he became a principal manager in the Consulting and Assurance Services (CAS) and was responsible for both Internet Strategy and Services and Business Information Services.
Wright is a Chartered Accountant. He served on the South African Institute of Chartered Accountants' (SAICA) information technology steering committee. He is a founding member and past Chairman of the Audit Bureau of Internet Standards (ABIS).
Wright is also the founder and executive chairman of the South African Chapter of First Tuesday, the "Global Thought Leadership Network".
Wright is now one of the world's foremost experts on e-billing adoption tools and techniques. He routinely consults and speaks on driving paperless processes in large organisations.
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