Is print the safer option?

In an environment of mistrust, scams and data breaches, it should be no surprise that an increasing number of Australians worry about whether their email communications are secure. But do people believe that print is a safer option? 

It would be challenging to find an organisation that doesn’t encourage their customers to make the switch to paperless billing – and for good reason. It’s convenient, more environmentally friendly through the reduction of paper waste and can offer greater flexibility via online payment platforms.

It also has the potential to allow for a more bespoke customer experience that print can’t always deliver.    

However global research from non-profit Two Sides, revealed 73% of respondents choose to keep hard copies of important documents at home as they believe this is the safest and most secure way of storing their information. A further 71% said they were concerned their personal information held electronically is at risk of being hacked, stolen, lost or damaged.

Is this an opportunity for print to ease those customer concerns, and take back from digital?

Data security

From the days of Big Data through to AI algorithms, customer data is a critical component of doing business and improving the customer experience. The Office of the Australian Information Commissioner (OAIC) reported 527 data breach notifications during the period January to June this year, an increase of 9% on the previous six months and the highest since 2020.

Data breaches have increased exponentially since the global pandemic, and I think it’s fair to say that people are worried that they don’t know who has their personal data. It’s also no coincidence that the shift to remote working created vulnerabilities such as the rapid adoption of digital tools and platforms within businesses without the right security measures.

In this post-pandemic world, electronic communications are now the default channel for customer engagement – unfortunately making it easier for scammers to find a way in.

Of course, data isn’t just used online – it’s used in the printed production of invoices and marketing for example – but we know that print can with help in the fight against scammers.

Print has credibility

Print is no longer living in a metaphorical silo – it’s now integrated within the digital world. Whether it’s QR codes to pay a bill or accept a great deal from a DM piece – it can form part of a multi-channel strategy. Consider this – when a person’s inbox is full of junk mail or worse – phishing emails – and the physical mailbox at their house is empty, printed mail can cut through and get their attention in a way that is safe and secure.

If you combine the fear of online scams with the trust of print and a secure digital pathway or bridge to a website or payment portal, it becomes a simple yet effective solution.

It’s an opportunity for businesses to create greater trust in their brands – print can’t be hacked; it doesn’t have viruses and is unlikely to be a scam.

Australian’s have lost over $3billion to scams, and $224million in payment redirection scams alone – it’s time for our industry to give people ways to stay safe when doing business.

There are so many opportunities for businesses to create a transparent and trusted environment for their customers and incorporate the credibility of the printed piece to build a strong bridge between the physical and digital world.