The Decline of Legacy CCM and the future of Print Service Providers in the U.S.

A Pivotal Year for Customer Communications Management

2024 has marked a significant shift in the landscape of customer communications, and it has been a transformative inaugural year for Treeline Research, LLC. From Citi’s public push to digital-only, to the collapse of the UK Print Services Provider Communisis, and the establishment of Treeline Research’s new benchmarks in paper suppression and digital adoption, we are witnessing a reshaping of the transactional communications market.

With major industry events struggling or even being canceled, the question arises: where will Print Service Providers (PSPs) now find the market knowledge and insights necessary to navigate this evolving landscape?

Legacy Customer Communications Management (CCM), once dominated by print-centric and channel-specific workflows, is now evolving rapidly toward digital integration with upstream business processes. The focus has moved beyond mere channel outputs to creating integrated digital experiences that link every stage of the customer journey. With major industry events struggling or even being canceled, the question arises: where will Print Service Providers (PSPs) now find the market knowledge and insights necessary to navigate this evolving landscape?

What is Legacy CCM?

Batch based jobs

Page and document layout

Liner workflows

One-way output management

Manufacturing process

The Decline of Legacy CCM and a Shifting Marketplace

The U.S. customer communications market has historically lagged behind advancements in other countries, especially Europe, relying heavily on traditional printed mail. However, this dependency is waning. The conversation among end-users is moving beyond the binary choice of print versus digital. Today’s business leaders are looking to leverage Digital Experience Platforms (DXPs) like Adobe Experience Manager to create seamless, integrated digital experiences—where print still plays a meaningful, albeit transformed, role and digital adoption will be an increasingly critical KPI.

The End of Transactional Mail and the Emergence of Interactive Experience Management (IXM)

The decline of transactional printed mail is already baked into the market mindset where innovation, investments and volumes are all leaning into digital methods. Legacy CCM solutions are being bypassed in favor of IXM platforms that prioritize:

Data-Driven Journeys: Companies are moving beyond traditional CCM to platforms that integrate data, manage business processes, and enhance customer interactions across the entire journey.

Dynamic Workflows: Outdated, linear production workflows are being replaced by dynamic, data-centric processes integrated with core business systems and case management tools.

A New Role for Print: Print remains, but as a component of broader digital experiences rather than a standalone product.

The Evolving Role of Service Providers in a Digital-First Market

For U.S. service providers, the future hinges on adaptability. Print will continue to play a role, but its function is fundamentally changing—it is now often triggered by digital processes outside of traditional CCM workflows. As a result, service providers must embrace a new mindset:

Disruptive Innovation Required: PSPs must rethink their business models to become enablers of digital transformation rather than just print providers.

New Skill Sets Needed: Expertise in digital platforms, data integration, and business process management is becoming essential.

Growth Opportunities: Those who evolve into trusted digital communications partners can unlock new avenues for growth by helping businesses deliver seamless, integrated customer journeys.

A Vision for the Future of Service Providers: Highlights from DNOW!

With participants from fifteen countries, the event showcased the latest innovations in digital customer communications and experience management.

The 2024 DNOW! Club Event in Athens, Greece, marked a turning point for the global customer communications industry. With participants from fifteen countries, the event showcased the latest innovations in digital customer communications and experience management. The growing U.S. presence, with companies like TGI Direct attending for the first time, signals a recognition of the need for digital transformation in the U.S. market.

Key insights from the event include:

Shift Toward IXM: Kaspar Roos of Aspire CCS emphasized the rise of Interactive Experience Management (IXM) as the next stage of evolution beyond traditional CCM.

Emerging U.S. Participation: TGI Direct, Inc. involvement this year highlights the increasing interest of U.S. PSPs in embracing digital-first strategies.

Expanded Industry Support: New vendor partnerships, including AccessiWay and a member-only hack-a-thon hosted by Compart , indicate strong industry backing for digital transformation initiatives.

The DNOW! Club Event highlighted the opportunity for PSPs to move up the funnel—integrating communications into core business processes and leveraging interoperability with other data systems. The focus is no longer just on CCM, but on building customer relationships and developing the necessary technical expertise to guide businesses through their digital transformation journeys.

Cancellation of DSF`25: A Reflection of Market Evolution

The unexpected yet telling cancellation of DOCUMENT Strategy Forum (DSF ’25) highlights a pivotal shift in industry priorities. It marks the end of an era dominated by legacy Customer Communications Management (CCM) discussions centered on print outputs and channel preferences. Instead, the market focus has evolved toward deeper integration of data, streamlined business processes, and delivering digital-first experiences that align with modern customer expectations.

The decision to cancel DSF ’25 is disappointing, but reflects a broader industry trend of intentional travel and strategic investment in programs that address emerging business needs. This shift isn’t unique—other traditional industry events like Xplor Summit have struggled to draw sufficient attendance, while at PRINTING United Expo paper document printing felt downright outdated. The cancellation signals a clear message: the industry is moving on from traditional CCM and page based information management to embracing a future built on digital platforms and integrated customer experiences.

Service providers face a critical choice: continue as traditional print manufacturers or pivot towards becoming strategic partners that facilitate digital communication and customer conversations.

Looking Ahead to 2025 and Beyond

The legacy CCM industry in the U.S. is at a crossroads. The rise of Interactive Experience Management, the shift to digital-first strategies, and the decline of transactional printed mail volumes signal a profound market transformation. Service providers face a critical choice: continue as traditional print manufacturers or pivot towards becoming strategic partners that facilitate digital communication and customer conversations.

The DNOW! event provided a glimpse into this future, highlighting the opportunities available for those willing to invest in new skills, embrace disruptive innovation, and focus on delivering comprehensive digital experiences.

Want to Learn More?

For U.S. service providers navigating this evolving landscape, there is a path forward. If you have questions about Treeline Research, the DNOW! event, or state of the US customer communications market, feel free to reach out.