If your company’s goal is to move customers from paper bills to electronic, we understand why. Electronic bill payment and presentment (EBPP) is cost-effective, environmentally-friendly, and customer-centric. But now you have to convince them of that.
Because of the perpetual digital revolution we live in, it seems like customer migration to a digital platform would be simple. What many customers really want, though, is the option to move freely between channels without any disruption of their experience. And some don’t want to give up print mail at all.
Our OSG eAdoption program guides you through the electronic adoption process. When you’re pushing electronic billing, it’s important to focus on working smartly and in stages. Not everyone is going to bite right away. Conduct surveys, communicate frequently, and spread your paperless messages through multiple channels—eblasts, postcards, inserts, and invoice and envelope messaging. Here are some of our other recommendations.
- Run marketing campaigns—multiple campaigns.
Marketing is a crucial element here. If Marjorie Duncan has been receiving a paper bill from you for 30 years, she’ll likely need more than a one-time suggestion to go paperless. Introduce, explain, and then start again from a different angle.
Simply put, the best way to get someone to do something is to give them a great reason to do it. Consider offering electronic billing as part of a discounted service plan. Tell customers you’ll donate to an environmental cause. Be creative.
- Manage the customer experience.
Once the customer migration begins, make it worth it to them! Your EBPP system should be easy to navigate. Customers should feel a sense of control, whether through notifications of invoice availability or through SMS text-to-pay options.
In the end, it’s crucial to be consistent with education, awareness, and incentives. We can help create an adoption plan that works.