Why You May Need a Digital Communication Maturity Framework

by | Jan 17, 2021

Fixing A Fractured Customer Communication Experience 

One of the few positive outcomes from the 2020 COVID-19 pandemic has been the accelerated shift to digital channels.  Suddenly, organizations were dealing with new (inexperienced) users, adding channels, catering for heavier demand and a daunting digital transformation “to do” list. 

Alongside this flurry of activity, the digital communication team had to not only keep up with increased demand, but also ensure that their messages were appropriate to the shift in the communication baseline. 

It’s no wonder that communications can become out of sync – in tone, design and message – when there is just so much to do. When this happens, it creates a fractured customer experience (CX), which does nothing for the customer’s sense of brand consistency and familiarity, in fact, it can actually cause anxiety and mistrust instead.  

Customers expect each and every communication they receive from a brand to be consistent, regardless of the intention of the communication, the channel used or which department happens to send it.  

This is all fine and well, but when you’re operating in a crisis,  your goal is to get the right messages out there, then you can focus on the packaging later.  This is why you need a digital communication maturity framework 

Complete a communication health audit 

Communications that are not aligned with each other or display a different tone, design or brand voice create discord within the customer’s view of the organization. To resolve this, your organization must have a strategy to improve the consistency of communication.

A good way to approach this is to first identify the starting point and you can do this by completing a digital communication health audit. This involves the following steps:

  1. Map existing digital communication touchpoints 
  2. Identify both the gaps and the high priority touchpoints 
  3. Review key elements, such as value proposition, tone, branding and frequency 
  4. Create digital guidelines to ensure consistent, on-brand messages across the board 

The objective of the audit is to identify quick-win projects that will remove the negative effects of fractures.

Building a longer-term digital communication strategy

The next phase would be to create a longer-term strategy to enhance your digital communication. This can be done through a Digital Communication Maturity Framework.

digital maturity framework provides a picture of how your organization compares in an increasingly competitive, digitally savvy industry.  

A digital communications maturity framework provides a picture of how your communication stacks up. 

Fortunately, if you have completed a digital communication health audit, you’ve already taken a major step in the maturity framework process. This is the starting point from which to define a transformation plan, set goals, create roadmaps and then measure your success.

Let’s discuss how we can help remove any fractures from your customer’s communication experience and set you on the road to digital maturity. SPEAK TO AN EXPERT

3. Expansion of digital products

As banking customer behavior shifts, banks must move with the times, or risk getting left behind. Many banks today are exploring the power and potential of open banking, which can allow them to offer more innovative products and services to their customers, as well as to better compete with fintech companies and other non-traditional financial service providers.

As you shift your banking business model to reach new segments or provide an enhanced array of services, communication becomes even more pivotal to your success. After all, if your customers don’t know which new services they qualify for, or how those services will help them meet their goals, then they are unlikely to explore them further. CCM technology can be leveraged here to provide personalized on-statement messaging that directs customers to the right products and services, as well as 1:1 personalized “explainer” videos to help them get started.

Adjusting your bank’s priorities to thrive in 2023

In an era of constant change, the key to successfully transforming your bank’s business model will be to stay attuned to the changing needs and preferences of customers, and to be open to exploring new opportunities and technologies that can help your FI stay competitive and relevant. But these new opportunities are doomed to fail if you do not clearly communicate their benefits and make it simple for customers to access them.

That is why transforming your customer communication strategy is the best first step to broader digital transformation. By updating your approach to communications to meet omnichannel customer needs, you also position your bank to communicate the benefits of changes in your broader organization, like new or enhanced products and services. The pace of change in banking has never been brisker – but with the right strategic approach to these changes, the future is bright.

Investing in a modern customer communication management and engagement platform is an essential part modernizing your banking strategy, as it can provide the personalized digital experiences that will keep your bank or credit union ahead of the competition. It helps provide a great customer experience, and builds rich relationships, which in turn results in customers for life and a competitive advantage in the rapidly evolving financial marketplace.

How Doxim can address the banking customer communications trends identified and help future-proof your digital banking strategy

banking customer communications trends

Doxim’s experienced consultants and omnichannel platform can help transform your customer experience in many ways, including:

  • Gathering and utilizing customer data to continually improve the personalization of communications.
  • Building trust with customers via communication (via print, PDF, HTML, email, text, and online interactive experiences).
  • Leveraging interactive video to drive personalized digital customer experiences, such as interactive statements, bills, or reports, that offer visual engagement and real-time interactivity
  • Putting customer data, including customer statements, at the fingertips of your service representatives for immediate and personal service.
  • Making a meaningful connection with value-added content, like information about philanthropic activities, on customer statements.

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