Personalized customer communication to capture digital enrollments in various sectors across different industries such as banking, finance, retail, or travel is a new area where businesses have potential challenges. Even with customer preference to start working on multiple devices, business is not able to provide seamless communication, impacting delays in go-to-market.

Customer User Journey Challenges

Customers always prefer self-service and seamless transitions between different devices. A consumer is always required to use a device other than a mobile device to fill out complex, regulated loan documents or to access monthly or quarterly bank statements. The anticipated challenges are not limited to the banking and financial businesses, but also affect the retail and tourism industries.

The consumer always finds working on multiple devices to be straightforward and convenient. According to several surveys, more than half of adults primarily use cell phones. It indicates that a better experience is still expected on all mobile devices. Even modern customers expect a seamless experience in which they can start activities on one device and finish them on another.

Some statistics are mentioned below:

  • 72% of customers prefer self-service interactions to phone or email support1
  • 88% of adults use 2.3 devices per day with 40% start activity on one device and finish on another2
  • 53% of adults use smartphones as their primary computing device3

The conclusion is that you must provide the consumer self-service, multi-device, and on-the-go access.

Business User Journey Challenges

The user journey is not always about the end-user, marketers face numerous obstacles as well. They must rely mostly on IT to create and update forms for all channels separately, delaying their market entry. Paper management of forms is a significant barrier for marketers due to a lack of digital alternatives. As a result, slow time to market and inefficient operations result in higher costs. Using IT resources to organize and update thousands of departmental forms is a big job that takes a lot of work.

Investing in creating positive customer experiences can pay off in the long term by boosting customer loyalty, decreasing form abandonment, increasing revenue, and improving the overall reputation of a business.

Positive customer experiences can have a significant impact on business growth for several reasons

  • Improved customer satisfaction: A well-designed and user-friendly digital experience can make it easier for customers to find what they’re looking for and complete transactions, leading to higher levels of customer satisfaction.
  • Increased customer engagement: A positive digital experience can encourage customers to spend more time on a company’s website or app, which can increase their engagement and likelihood of making a purchase.
  • Increased reach: A positive digital experience can help a business reach new customers and markets, as satisfied customers are more likely to share their experiences with others and recommend the company to their friends and family.
  • Improved customer loyalty: A positive digital experience can create a strong emotional connection with customers, making them more likely to return and do repeat business with a company.
  • Improved customer retention: Companies with a strong focus on customer experience often have higher customer retention rates, as customers are more likely to remain loyal when they feel valued and satisfied with the service they receive.
  • Increased revenue: Satisfied customers are more likely to make additional purchases, which can lead to increased revenue for a company.
  • Conversion Rate: An improved user experience, with a user-friendly form, make it easier for customer complete transaction, reducing friction and increasing the likelihood of conversion.

Therefore, investing in creating positive customer experiences can pay off in the long term by boosting customer loyalty, increasing revenue, and improving the overall reputation of a business.

There are many different form solutions available on the market today to boost a better form experience. The goal of these solutions is to improve the overall customer experience. Here is a short list of products that businesses can use to make their customers’ experiences better.

  • Quadient InspireQuadient Inspire lets businesses create and send personalized, compliant customer communications across all digital and traditional channels from a central hub.
  • Papyrus PlatformAny type of outbound business communication may be designed, and any type of document can be produced with the help of the Papyrus CCM Platform solution.
  • Messagepoint  Messagepoint gives business users who aren’t tech-savvy smart control over customer communications content so that they can be more personalized than ever.
  • OpenTextExstream : OpenText™ ExstreamTM is the industry leading Customer Communications  Management (CCM) solution that empowers business users with control over content and processes to design and deliver ultra-personalized and compliant communications that are delivered at any  time, from any device, for a consistently connected customer experience.
  • Newgen OmniOMS CCM Suite : The platform reinvents customer experiences by delivering personalized, content-rich communications while tapping into various cross and up-sell opportunities across e-mail, SMS, web, print, and more.
  • Adobe Experience Manager Form : AEM Forms is an Adobe Experience Manager’s capability allows easy-to-use solution to create, manage, publish, and update complex digital forms while integrating with back-end processes, business rules, and data.

It’s not easy to track down every variety of products on the market. We made an effort to mention a handful of them, but the list is by no means complete.

Additional alternatives can be discovered. While evaluating form solutions, each customer has their own set of predefined criteria. Here are some broad categories for rating the product:

  • Evaluation and contracting
  • Integration and Deployment
  • Services and support
  • Product capabilities
  • Budget

Based on the aforementioned criteria and product features, you can conduct a feasibility analysis and choose your solution.


Self-service options and smooth device changes are always preferred by customers. The need for time is a form of solution that allows both customers and businesses to develop and prevent go-to-market delays. There are numerous Form product options accessible, and the end user can choose the best one for their needs depending on the criteria. Prior to choosing any product solution, exploration phases with issue descriptions are usually advised.


  1. Trends 2015: The Future of Customer Service, Forrester Research Inc
  2. Adobe Digital Index 2015 & Econsultancy’s Multi-Device Study Multi-Device Usage Study., by GfK, Dec 2013
  3. Computer and Internet use data released by NTIA / US Census Bureau


The views and opinions expressed on this blog are solely those of the author and do not necessarily reflect the official policy or position of any other agency, organization, employer or company. Any content provided on this blog is for informational purposes only and should not be construed as legal, financial, tax, or other professional advice. The author will not be held liable for any errors or omissions in the information provided or any losses, injuries, or damages arising from its use. Visitors should always seek the advice of a qualified professional before making any decisions based on the information on this blog. If you believe any corrections are necessary, please contact me.

By Md Afzal Sharif

Afzal is an Adobe Multi Solution Architect with experience in designing and implementing the platform with innovative and Architect best practice. He has been in this role for several years. His areas of expertise include directing the planning and strategic development of digital technologies, designing and implementing those technologies, and providing various business solutions.

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