The business challenge
PayComplete is a global leader in cash management solutions, unifying cash management with other key payments and operational systems.
Considering the global trends towards the digitalisation of payment solutions, PayComplete decided to conduct their own research to inform their content and thought leadership strategy. They wanted to better understand the customer experience including needs and pain points, allowing them to educate their audience and build authority to set their brand apart from competitors.
Leveraging content research and audience insights to lead the narrative around cash management.
Our approach – Content and thought leadership research
To understand whether or not physical cash is ‘a thing of the past’, we surveyed three main sectors:
- Retail grocery (67%)
- Hospitality, hotels, and restaurants (27%)
- Leisure and tourism (6%)
Based on the split above, we surveyed 490 cash-processing and management decision-makers from organisations of at least 100 employees in 6 countries including the US, UK, Germany, Italy, Spain and France.
Respondents from different levels of seniority took part in the survey, ranging from senior or mid-manager positions, owners or founders, C-level executives, as well as directors or VPs.
All were interviewed through online surveys using email invites.
Outcomes
PayComplete successfully raised awareness about the issues their customers experience, and addressed the misconception question around whether physical cash is a thing of the past.
The research achieved the following:
- A deeper understanding of PayComplete’s target audience
- A break down the customer experience, identifying pain points, benefits and tangible outcomes
The insights report
PayComplete use the research findings to produce a 28-page report. This was divided into five parts:
- Today’s reality
- The consequences
- Cash strategies
- The automation hit list
- Waking up to cashtech
This approach of explaining the current processes, followed by the consequences of doing them incorrectly and then highlighting cash strategies and automation needs helped PayComplete align themselves to be the premier solution provider.
Read the detailed research findings in the full report here.
The research findings were picked up by major publications and also showcased at the Retail Tech Show in London
Overall, PayComplete’s ‘Cash Chasm’ report has amassed over 400 million+ readers through various publications:
Source: Direct Commerce
Source: eCommerce News
