Is it Time to Change Your Paperless Conversion Messaging?

Over the years, companies have used several strategies to persuade customers to switch from paper to electronic communication. Companies emphasize convenience, security, and environmental benefits, with some offering incentives to customers willing to make the switch. Some firms have also defaulted customers to paperless systems, essentially requiring them to opt-out if they want paper-based communication. But are these long-standing methods still effective, or is it time for a fresh approach? 

The same old paperless adoption tactics may not be as convincing as they once were. However, customers are not completely resistant to change, provided they have an attractive alternative. Once they perceive a paperless relationship to be superior, more customers will make the change.

Convenience

Convenience has been a typical selling point for electronic communication. Companies promote the ease of receiving and managing digital bills and statements. They highlight how digital documents allow customers to access their bills or important documents anytime and anywhere, with no physical storage or retrieval.

However, many consumers are unconvinced about the convenience of electronic documents. Some users find comfort in old school mail and appreciate the feel of having a document physically in hand, while others express concerns about the difficulty of digital storage management. If customers can't remember usernames or passwords for a digital platform, it can lead to complications that print bills do not pose.

An alternative approach might have brands emphasizing the seamless integration of their solutions into the customers' daily lives. User-friendly platforms, and hassle-free password retrieval or account recovery could help. Customers may also appreciate clear instructions on how to download and store digital documents.

Tailoring solutions to the realities of consumers' lives, rather than simply extolling the virtues of digital convenience, may make for more compelling offerings.

Note that Cubby Paperless already offers an interface that customers may prefer.

Security

Companies emphasize that electronic communication reduces the risk of sensitive information being lost or stolen in the mail. Digital platforms may offer multi-layered security features like two-factor authentication, data encryption, or intrusion detection systems to protect against unauthorized access or potential fraud.

However, some customers are hesitant due to fear of technology or a lack of understanding of how online security works. There's also a group of customers who are concerned about data breaches, being accustomed to hearing news about such incidents.

Companies could emphasize their responsibility for protecting customer information. Offering guarantees or compensation in case of security breaches might also prove to be trust-boosting initiatives.

Environmental

Publicizing the environmental factor of paperless communication is probably the most common strategy. Companies message heavily about paper consumption reduction, which they claim helps to save trees.

Interestingly, 'going green' is often not the strongest motivator for customers to switch. Many customers feel detached from the environmental impact of their choices, considering it too large an issue for their actions to have meaningful effect.

Consumers also believe the major reason companies are pushing paperless communication is not concern for the environment, but pursuit of cost reductions.

A clear and transparent message that includes the company's environmental goals but also acknowledges the need to contain costs may be more effective than hoping customers will turn off paper to save the forests.

Incentives

Incentives may include discounts, rewards, or exclusive offers for customers who opt for paperless communication. However, this strategy may not always work, as it requires customer effort to navigate unfamiliar interfaces.

Financial incentives large enough to change customer habits will be more effective than one-time small bill credits. Unfortunately, such incentives also eat away at the cost savings the companies seek.

Paperless Default

Some companies systematically default customers to paperless communication when they log into their accounts, requiring customers to opt out if they prefer to continue receiving paper bills.

The unwelcome switch to paperless can feel abrupt and intrusive. Customers may regard repetitively forcing them to state their document delivery preferences as a pushy sales strategy.

Companies might record when customers last opted for paper documents and how many times they expressed their preference. Use this data to curtail repeated attempts to send them automatically through the opt-out process.

Charging for Paper

Imposing fees for physical bills has been adopted by some organizations to persuade customers to go paperless. Yes, the prospect of extra charges for invoices, statements, and other essential documentation can be a considerable deterrent. However, many consumers are pushing back against these fees. Besides the extra cost, they see the fees as a punitive measure that feeds customer dissatisfaction.

Instead of charging all current customers for paper statements, companies could impose this fee on only new customers, encouraging them to choose paperless from the very beginning.

Looking Forward

Precise reasons for paperless resistance are multifaceted. Customers are all different, but they all appreciate having a choice - not just paperless or not, but a say in how the paperless experience fits with their needs and preferences. 

This brings us to the Cubby Paperless solution. Cubby is not a replacement for a company's biller-direct document presentment solution, but rather an extension, an augmentation, a choice. Cubby is an attractive alternative that addresses common complaints customers have about online document presentment and storage. 

It’s time companies reevaluate and redesign their paperless adoption arguments in a way that truly addresses and eliminates customer objections, rather than continuing to hammer home the same old points. Offering access to something new can be an excellent opportunity to test the other modifications we mentioned here.