For all the talk of digital transformation, many firms still stumble at a simple but critical point of contact: how they communicate with their customers.
Every bill, statement, alert, or update is a brand moment. When it’s clear and timely, it builds trust. When it’s confusing or delayed, confidence erodes. According to Broadridge’s latest consumer survey, Customer communications: Innovations, trends, and opportunities for modernization, seven in ten consumers say companies still need to improve their customer experience.
The issue isn’t a lack of intent. Every year, organizations reaffirm their commitment to being client-centric, yet progress stalls in one area — communication.
The CX blind spot: It’s not just technical
Customer experience isn’t broken because companies don’t care. It’s broken because everyday communications haven’t kept pace with shifts in how people live and interact.
While 59% of consumers say they’ve lost trust in a company after a poor communication experience, many firms still rely on multiple outdated, fragmented systems that make it difficult to modernize.
Christoph Stehmann, President of Customer Communications at Broadridge, calls this the industry’s blind spot: “For years, firms have talked about personalization, but most investors are still getting generic statements in the mail. The barriers to change aren’t just technical anymore — they’re creative.”
Legacy technology remains the primary constraint. Disconnected platforms for print, digital, and email lead to inconsistent data, manual processes, and slower execution — ultimately resulting in a fragmented customer experience, as clients often receive communications from multiple systems and departments within the same organization.
Matt Swain, Head of Communications Insights and Experience, Broadridge explains, “When we talk to clients, we find an earnest commitment to drive progress, but an infrastructure that’s holding them back. The good news is that modern tech now enables system consolidation and data harmonization that improve satisfaction and efficiency. Cloud platforms and APIs make it possible to modernize communications gradually, not all at once.”
From Paper to Progress: Redefining Engagement
Paper isn’t dead — it’s evolving.
Even with digital advances, 55% of consumers still receive paper. That said, nearly half would switch if digital options were more intuitive and secure. The takeaway: “go paperless” works best as an invitation, not a mandate. When customers have choice and control, adoption follows.
“We’ve seen paperless adoption rates ranging from zero to more than 80% based on company policies, adoption strategies, and infrastructure,” stated Matt Swain. “The average paperless uptake is 45% according to this year’s consumer survey, with adoption by industry ranging from 32% to 61%.”
As an example of how firms are accelerating digital adoption, Broadridge’s Wealth InFocus shows how clearer, more interactive communications drive results with 20% higher open rates and five times more click-throughs than industry benchmarks. When information is easy to understand, engagement naturally increases.
Personalization that feels personal
Consumers aren’t asking for novelty. They want relevance and simplicity. The study found that 37% want more personalized content, 33% want communications delivered at the right moment for their needs, and 31% want smoother cross-channel experiences.
As Christoph Stehmann notes: “Better customer experience doesn’t always mean more communication, it means smarter communication. It’s about reaching people when it matters most, in a way that makes sense to them.”
Fixing the forms problem
Few things frustrate customers more than complex or repetitive forms, yet they remain central to essential processes — from account openings and claims submissions to onboarding, loan applications, and service requests. These moments shape perception: when forms are confusing or time-consuming, they add friction to an experience that should feel effortless.
To address this, many firms are turning to digital forms with built-in intelligence with features like autofill, e-signatures, and real-time validation that reduce errors and speed up turnaround times. By verifying information as it’s entered and connecting data directly into downstream workflows, firms can improve accuracy and efficiency while removing unnecessary steps to make every interaction smoother for customers and staff alike.
The AI reality check
AI is reshaping how firms handle scale and personalization, but trust remains a hurdle. While 52% of consumers say they’re open to data sharing for better experiences, 55% don’t yet trust AI-driven communication, and 65% worry about how data is used.
The opportunity isn’t in more automation, it’s in responsible automation. When AI simplifies language, predicts preferences, or ensures consistency, it strengthens confidence instead of replacing human connection.
Empowering teams to deliver clarity
Modern CX transformation is as much about people as it is about technology. Operations and technology teams are no longer back-office enablers; they’re the drivers of customer trust and retention.
When communications are easier to design, manage, and measure, frontline teams can focus on relationship-building rather than remediation.
A moment of opportunity
The firms making the most progress aren’t those overhauling everything at once, but those starting where it matters most — improving clarity, one interaction at a time.
For years, firms have treated communications as back-office functions. But as this new study shows, they’re the single biggest lever for improving customer satisfaction, retention, and trust.
The challenge isn’t capability, it’s commitment. The technology is here and the tools exist. The question is whether firms will act.
Download Customer communications: Innovations, trends, and opportunities for modernization.