Business
New Channels, New Powers: Are You Up to Speed with Customer Communications? (By Tushar Vashnavi)
Consumers have more power than ever, and businesses will need to accept and embrace this to attract and, more importantly, retain them
DURBAN, South Africa, June 22, 2023/APO Group/ —
By Tushar Vashnavi, Director of Strategic Planning, Canon EMEA
Not all the changes of the past two years are here to stay. But one area that has transformed is customer communications.
Every output from every customer communications management system is a customer experience, and each of those experiences is part of a customer journey – and that journey has changed. A digital-first, personalised approach is expected, and the ‘new’ ways of working are no longer new. Consumers have more power than ever, and businesses will need to accept and embrace this to attract and, more importantly, retain them.
Not only that, much of the digital transformation that took place at the beginning of the pandemic were short-term measures. In a world of unpredictability, businesses now need to look at removing these sticking plasters and replacing them with future-proofed solutions.
Digital first, not digital only
The circumstances surrounding the pandemic prompted a digitisation of business processes, including customer communications. Indeed, digital transformation was accelerated by several years[1]. Customers accepted a digital-first approach and now expect it, along with a high level of personalisation; both consumers and B2B buyers have an expectation that businesses know their specific needs[2].
Essential to personalisation is channel preference. There was a massive shift of communications spend to digital in the two years pre-pandemic[3], but that potentially overlooks the power of print. Studies have found that print is the most highly trusted medium available to marketers today, while website advertising, particularly through social channels, is the least trusted[4].
When planning their customer communications strategy, businesses should also bear in mind generational differences. Younger generations typically prefer digital-first methods such as text and live chat to phone and have embraced self-service and chatbots[5]. The pandemic has pushed older generations towards digital too, but organisations should be supportive and understanding of these new adopters as well as those who remain offline. In England, for example, this is nearly half of those aged over 75[6] – a significant proportion of a potential customer base who risk being lost via a digital-only strategy.
It’s not just missing the mark in terms of channel that could lose an organisation customer. Research by Quadient, a specialist in customer experience management software, found that 70 per cent of UK consumers would blacklist a company for failures in their customer communication, ranging from basic personal information errors, to using the pandemic as an excuse for delivering poor customer service, to sending spam[7]. One-third said they have stayed with businesses which offered poor customer service during the pandemic but will be moving to competitors when things return to normal.
Futureproofing for success
So, the customer communications landscape has changed, consumers have newfound power and organisations need to get up to speed quickly. But how do they adapt and achieve cut-through?
The key is a strategic, holistic approach that spans every line of business, ensuring each element is customer centric. Budgetary silos can mean organisations are not aligned across departments, resulting in a failure to meet expectations. For instance, if a customer calls the billing department to report a change of address, they will assume that change would be made across marketing and sales too. If it isn’t, they could be switching to a competitor. Customer communications solutions that do not replicate changes throughout the data flow, or do not automate such tasks, have the potential to create more problems than they solve.
Many organisations who made knee-jerk purchases prompted by the pandemic are now finding they are not fit for purpose long-term. Businesses may need to reconfigure or entirely replace them – otherwise they are simply a stopgap solution that could ultimately fail.
To be fully future-proofed, look also to the cloud. Traditionally customer communications solutions have been on-premises, but businesses should invest in a solution that is both on-site and accessible via the cloud with the ability to switch from one to the other – an approach that meets the needs of a hybrid workforce.
Hybrid working is now the norm across many parts of the globe[8]. It’s clear that for staff to complete customer communications work efficiently and effectively they need seamless access wherever they are located. As well as affecting customer relations, mistakes here could risk losing employees. ‘The Great Resignation’ reflects a greater ability for people to leave jobs which don’t meet their personal needs[9], or where they encounter obstacles to their productivity in their chosen location.
The uncertain future
Customer communications solutions typically have a lifespan of ten, and in some cases, up to 20 years. That’s a weighty consideration for anyone charged with the responsibility of making such investments. And, if the pandemic has shown us anything, it’s that nothing is certain.
However, we can make some forecasts. Quadient predicts customer services will continue to fragment and multiply in volume and reiterates that meeting fast-evolving customer expectations isn’t possible unless organisations are joined up internally from a process and technology perspective[10]. Lines of business need to work together and consolidate data from different stages of the customer journey, making every aspect customer centric.
With that in mind, organisations should look at the changes that need to be made now. How can accurate personalisation be assured? How can departments work more efficiently together? What are the issues in the current workflow? Answer those questions today to invest in a successful tomorrow.
[1] https://apo-opa.info/3NIsOMI
[2] https://apo-opa.info/46jRhyU
[3] Canon Insights report 2020 ’Creating Customer Value’
[4] https://apo-opa.info/3PqhGFu
[5] https://apo-opa.info/46i1H1Z
[6] https://apo-opa.info/4454Ws4
[7] https://apo-opa.info/3JOFLST
[8] https://apo-opa.info/3NFx9jG
[9] https://apo-opa.info/3CJ3Lma
[10] https://apo-opa.info/3CJnPVu
Distributed by APO Group on behalf of Canon Central and North Africa (CCNA).
Business
Africa Launches the First Pan-African Pact for Insurance Inclusion
400 decision-makers gathered in Cotonou to accelerate access to insurance and contribute to doubling insurance penetration by 2040
From July 6 to 8, 2026, the Federation of African National Insurance Companies (FANAF) will organize the General Assembly on Insurance for All at the Sofitel Hotel in Cotonou, Benin, a major pan-African gathering dedicated to inclusive insurance.
The event will bring together nearly 400 African decision-makers from governments, regulatory and supervisory authorities, insurance and reinsurance companies, financial institutions, development banks, technical and financial partners, as well as professional organizations from across the continent.
The ambition is clear: to foster a shared vision and concrete commitments aimed at accelerating access to insurance for African populations while strengthening the sector’s contribution to the continent’s economic and social development priorities.
The discussions will culminate in the adoption of the Pan-African Pact for Insurance Inclusion and a 2026–2030 Strategic Action Plan, designed to structure collective action around an ambitious objective: contributing to the doubling of insurance penetration across the FANAF region by 2040.
An Economic, Social and Development Imperative
Within the CIMA zone, insurance penetration remains below 1% of GDP, compared to more than 6% globally.
As a result, millions of households, farmers, entrepreneurs, SMEs and informal sector actors remain deprived of essential protection mechanisms against health, climate, economic and social risks.
For FANAF, this reality now constitutes a major development challenge.
Africa cannot build sustainable growth without strengthening protection mechanisms for its populations, businesses and investments
“Africa cannot build sustainable growth without strengthening protection mechanisms for its populations, businesses and investments. The Cotonou General Assembly must mark the starting point of a new continental ambition for African insurance and its role in the continent’s economic transformation,” said Mamadou Koné, President of FANAF.
Beyond Insurance: A Driver of Continental Transformation
For FANAF, insurance is no longer merely a risk coverage mechanism. It is also a strategic lever for economic resilience, savings mobilization, investment security, SME financing, support for climate transitions and the strengthening of financial inclusion.
Through this General Assembly, FANAF seeks to reposition insurance as a key stakeholder in Africa’s economic, social and financial transformation.
A Pact to Accelerate Action
The conclusions of the General Assembly will lead to the adoption of the Pan-African Pact for Insurance Inclusion, a reference framework intended to mobilize governments, regulators, market players, financial institutions and development partners around shared objectives.
The Pact will be accompanied by a 2026–2030 Strategic Action Plan defining priority intervention areas, coordination mechanisms and monitoring arrangements for the commitments undertaken.
A broad mobilization of public, private and financial partners will support its implementation in order to translate commitments into tangible results for African populations and economies.
Cotonou 2026: Building a Shared Vision
Beyond the insurance sector, the General Assembly aims to create an unprecedented platform for dialogue between governments, regulators, investors, financial institutions, technical partners and market actors in order to identify the levers needed to accelerate insurance inclusion across the continent.
Holding this event in Benin reflects the country’s broader economic and financial transformation momentum and illustrates the collective determination of African stakeholders to develop solutions tailored to the continent’s realities.
Through this initiative, FANAF intends to make Cotonou 2026 a defining moment for the future of African insurance and the starting point of a lasting continental mobilization in favor of insurance inclusion.
Distributed by APO Group on behalf of Fédération des Sociétés d’Assurances de Droit National Africaines (FANAF).
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