Why do Swiss companies still send 81 percent of their important business mail by letter, despite digitalization? Why is digital transformation stagnating in many communications departments, even though modern technologies have long been available? How do successful companies manage to reach their customers seamlessly through both traditional and digital channels?
The answer lies in the intelligent interplay between both worlds. In the Swiss business world, characterized by precision and quality awareness, striking the right balance between proven analog and innovative digital communication channels is crucial for corporate success.
The current communications landscape in Swiss companies
Digitalization has fundamentally changed the way companies communicate. However, the reality is more nuanced: while email is used frequently or very frequently by 100 percent of companies, traditional channels continue to play an important role in everyday business.
The reality is more complex than is often assumed. According to recent surveys, 61 percent of companies use messenger services for their internal and external communication—a significant increase compared to previous years. At the same time, 40 percent of companies still frequently send letters, even though this figure has fallen from 48 percent in 2022.
These figures make it clear that digital transformation is not a sprint, but a marathon. Swiss SMEs face the challenge of continuously adapting their communication strategies without prematurely abandoning proven channels.
In Zurich, Basel, and Bern, we see companies using a wide variety of communication channels in parallel on a daily basis. A construction company from the canton of Aargau, for example, still sends contracts by mail but coordinates construction projects via digital platforms. This hybrid approach is no coincidence—it meets the different needs of various stakeholders.
Analog communication: Those declared dead live longer
Correspondence may seem antiquated in the age of WhatsApp and Teams, but the figures tell a different story.
Swiss companies continue to rely on traditional postal services, especially for important and confidential business documents. There are good reasons for this: legal certainty, binding nature, and the tactile experience play an important role in Swiss business culture.
Face-to-face meetings remain indispensable. Especially in Switzerland's consensus-oriented business culture, no technology can fully replace face-to-face conversations. Whether in Geneva, Lausanne, or St. Gallen, important negotiations, employee appraisals, and client meetings are still preferably held in person.
Print materials also have a firm place in the communication strategy of many SMEs. High-quality brochures, annual reports, or image brochures convey value and professionalism—qualities that often get lost in the digital flood.
Digital channels: The new normal
The digital revolution has created a multitude of new communication possibilities. Swiss SMEs are increasingly recognizing the potential of digital technologies, even though implementation often still poses challenges.
Social media platforms such as LinkedIn, Instagram, and TikTok are no longer just playgrounds for B2C companies. These channels are also establishing themselves in the B2B sector as important touchpoints for employer branding, thought leadership, and customer acquisition.
Email remains the undisputed champion of digital business communication. Its universal distribution, documentability, and efficiency make it the backbone of modern corporate communication. But here, too, it is clear that not every message is suitable for this channel.
Video conferencing has become an integral part of the communications mix since 2020 at the latest. 72 percent of companies use it frequently or very frequently – an increase of over 20 percentage points within just a few years.
The omnichannel approach: The best of both worlds
Omnichannel communication means more than just being present on different channels. It is about creating a seamless, consistent experience across all touchpoints.
This approach offers particular opportunities for Swiss SMEs. The manageable size of the Swiss market makes it possible to address customers in a more personal and targeted manner. For example, a mechanical engineering company from eastern Switzerland can meet potential customers in person at a trade fair, maintain contact via LinkedIn, and send technical documentation by email.
However, integration requires a well-thought-out strategy. From our experience with Swiss companies, we know that the key lies in intelligently linking channels. A customer data platform (CDP) can help to capture and utilize customer interactions across channels.
A practical example: A Zurich-based financial services provider sends important contract documents by mail, but at the same time uses an app for daily communication with customers. Newsletters provide information about market developments, while personal consultations are reserved for complex investment topics.
Practical tips for choosing the right channel
The choice of the appropriate communication channel depends on various factors. Here are our recommendations based on over 15 years of consulting experience:
Consider your target audience. While younger business partners often prefer digital channels, established entrepreneurs may value more traditional communication methods. A survey of your customers can provide valuable insights.
The content determines the medium. Confidential information, legally binding documents, or emotional messages often require analog or personal communication. Routine updates, appointment coordination, or brief queries, on the other hand, are perfectly suited to digital channels.
Timing is crucial. Sending urgent requests via WhatsApp or Teams may be efficient, but don't expect all recipients to respond immediately. Important deadlines should be communicated via multiple channels.
The legal framework in Switzerland must be observed. The Data Protection Act (DSG) sets out clear requirements for digital communication. Swiss companies should carefully check where their data is stored, especially when using cloud-based communication tools.
The future of corporate communications
The CommTech Index Report shows that digitization in many communications departments is stagnating at around 45 points. This indicates that many companies still have potential to optimize their communications processes.
Artificial intelligence will play an increasingly important role in this regard. AI-powered chatbots can handle routine inquiries, allowing employees to focus on more complex communication tasks. But here, too, the human touch remains indispensable.
The challenge for Swiss SMEs is to integrate technological innovations in a meaningful way without losing the personal touch that characterizes the Swiss market. With our network of communication experts, we support companies in mastering this balancing act.
In the future, successful companies will be those that can switch flexibly between different communication channels. They understand that it is not a question of "either/or," but rather "both/and."
Keeping an eye on costs and resources
Implementing an omnichannel strategy requires investment—both financial and human. For Swiss SMEs with limited resources, it is therefore important to set priorities.
Start with the channels that your most important customers already use. A gradual expansion often makes more sense than trying to use all channels at once. Also keep in mind that not every channel needs to be managed with the same intensity.
Training is essential. Invest in further training for your employees so that they can switch confidently between different communication channels. The costs of such training are quickly recouped through more efficient processes.
FAQ: Frequently asked questions about channel selection in corporate communications
Should we switch completely to digital communication? No, a complete switch is neither sensible nor advisable. The combination of digital and analog channels makes it possible to reach different target groups optimally and to respond appropriately to different communication situations.
How many communication channels should an SME use at a minimum? There is no minimum number. The quality of customer service is more important than quantity. Start with 3-4 core channels (e.g., email, phone, website, and one social media channel) and expand gradually as needed and as resources allow.
What legal aspects must be considered when communicating digitally in Switzerland? The Swiss Data Protection Act (DSG) regulates the handling of personal data. Pay particular attention to consent for data processing, the secure storage of customer data, and the duty to inform data subjects. Additional regulations may apply to international communication.
How do we measure the success of our omnichannel strategy? Define clear KPIs for each channel: response rates for emails, engagement on social media, conversion rates on the website. It is also important to analyze the customer journey across channels to understand how customers switch between different touchpoints.
Is letter mail still relevant for SMEs? Absolutely. Letters remain the medium of choice for official documents, contracts, or particularly important communications (e.g., thank-you letters). No email can replace the feel and value of a physical letter.
How do we deal with the flood of information coming through multiple channels? Implement clear communication guidelines: Which channel for which purpose? Define response times and responsibilities. Tools for bundling communication can help you keep track of everything.
Time for the optimal communication mix?
Want to take communication in your company to the next level? Brand Affairs helps you find the perfect balance between digital and analog channels. With our experience in the Swiss communications landscape and our network of specialists, we develop a customized omnichannel strategy for your SME.
Contact us for a no-obligation consultation. Together, we will analyze your current communication situation and develop a roadmap that suits your company and delivers measurable results.
