information at work: customer communications management

Canon Information Management evenement

Düsseldorf

26 november 2014

Canon Customer Communications Management

Canon CCM oplossingen

Grote organisaties worden in toenemende mate geconfronteerd met nieuwe communicatiekanalen die hun klanten willen gebruiken: naast de traditionele post ook e-mail, Twitter, myURL, etc. Het is essentieel voor de klanttevredenheid om op deze trend in te spelen. Dit staat echter op gespannen voet met het streven naar standaardisatie en efficiency dat de interne organisatie heeft. Customer Communications Management (CCM) oplossingen kunnen helpen om organisaties klantgericht te houden en tegelijkertijd efficiënt te werken.

In deze presentatie worden enkele internationale onderzoeken op dit gebied behandeld die aantonen wat o.a. de voordelen van CCM zijn.

PostNL presenteert haar visie op de materie en verteld over het systeem dat zij aan het bouwen zijn om hun klanten te helpen met hun multichannel communicatie.

Wilt u meer weten? Neem contact op met Canon Nederland. Tel. 073-6815815.

Canon for Business 2014

Op 26 november 2014 vond in Düsseldorf het tweede internationale evenement over Information Management plaats, georganiseerd door Canon.

Op het evenement waren diversen parallelsessies over specifieke onderwerpen waarbij externe experts en klanten van Canon vertelden over trends en ervaringen.

CUSTOMER COMMUNICATIONS MANAGEMENT DELIVERING A CONSISTENT CUSTOMER EXPERIENCE ACROSS MULTIPLE CHANNELS WITH TRUE PERSONALISATION

MANUEL SANCHEZ EUROPEAN SOLUTIONS MARKETING PROFESSIONAL, CANON EUROPE

AGENDA

Market Trends

Trends and best practices in Customer Communications Management

The Success Stories

Increasing customer satisfaction at PostNL

Canon’s View on CCM

Canon’s vision on Customer Communications Management.

Summary

A chance to elaborate on solutions further in the consultancy area

Communications Overview www.infotrends.com

Transactional Communications

Promotional Communications

Existing customer relationship Retention

Maximising life time value

Campaign-driven Acquisition

Maximising conversion rates

• Bills• Statements• Policies• Renewals / Cancellations• Claim correspondence• Pension overviews• Mobile business apps• Etc.

• E-mail newsletters• Direct mail• Onserts/inserts• Welcome kits• Mobile messages• Etc.

• Direct mail• Catalogues• Brochures• E-mail• Posters, banners• Etc.

CCM space

~€5B ~€20B

1

2

3

4

Customer Communications Management Overview

www.infotrends.com

DATA CAPTURE & ANALYTICS

• Capturing / Data Mining

• Data integration

• Customer Segmentation& Analysis

1

2

3

4

Customer Communications Management Overview

www.infotrends.com

CUSTOMIZED COMMUNICATIONS

Structured, on-demand or interactive

On-statement messaging (blending personalised information with transactional data)

Not limited to print; rich media (e.g. personalised videos) can be embedded in electronic content

Quick Response Codes or Augmented Reality for additional interactivity

1

2

3

4

Customer Communications Management Overview

www.infotrends.com

MULTI CHANNEL PRODUCTION

Output across all channels

Content optimisation

Archiving & Retrieval

E-billing and mobile payment

1

2

3

4

Customer Communications Management Overview

www.infotrends.com

CHANNEL LISTENING & RESPONSE MANAGEMENT

Channel listening & monitoring

Feedback analysis

Trigger for additional actions or on-demand communications

CCM Benefits for Businesses

ANALYSE

DISTRIBUTE

customer

OPTIMISE

ENGAGE

INTERACT CREATE

Optimise Engagement • Increase the customer experience

through relevancy, timely andinteractive communications

• Optimise the lifetime value of thecustomer

Leverage All Channels • Higher customer

satisfaction through multi-channel content delivery andchannel synchronicity

Reduce Cost • Reduce IT cost through template-

based design and fulfilment• Workflow automation

More Control • Manage interactions

centrally• Align

communications

www.infotrends.com

Top CCM Implementation Challenges

Management of Communications

Funding

Long Implementation Cycles

Limited understanding of costs

Dealing with regulatory

requirements

Patched IT Infrastructures

& Legacy Systems

Getting Marketing Aligned

www.infotrends.com

Advancing your CCM strategy www.infotrends.com

Print to Digital

Single to Multi Channel

Multi-Channel Synchronicity

Centralised Communications Hub

Implementation Complexity

Customer Engagement

Customer Engagement Strategy

Majority of businesses

Leaders

Requires CCM Centre of Excellence

Relevant, consistent and appropriate content delivered via the customers’ preferred channels

Authentic, purposeful and engaging communications that optimise the lifetime value of the customer

Advancing your CCM strategy www.infotrends.com

Print to Digital

Single to Multi Channel

Multi-Channel Synchronicity

Centralised Communications Hub

Implementation Complexity

Customer Engagement

Customer Engagement Strategy

Majority of businesses

Leaders

Requires CCM Centre of Excellence

Relevant, consistent and appropriate content delivered via the customers’ preferred channels

Authentic, purposeful and engaging communications that optimise the lifetime value of the customer

1

2

3

4

5

Where do you see yourself?

Customer Satisfaction is the Net Results of all CXs

Unacceptable

Acceptable

More than acceptable

Dissatisfaction

Satisfaction

Delight

Performance Level

Customer Experience Level

= Zone of tolerance = Customer Experience

Source: based on Zone of Tolerance, Robert Johnston and Graham Clark, 2008.

www.infotrends.com

The “Zone of Tolerance” is Shifting

Unacceptable

Acceptable

More than acceptable

Dissatisfaction

Satisfaction

Delight

Performance Level

Customer Experience Level

= Zone of tolerance = Customer Experience

Source: based on Zone of Tolerance, Robert Johnston and Graham Clark, 2008.

www.infotrends.com

Shift

PAST TODAY

Acceptable

More than acceptable

Satisfaction

Delight

CCM Excellence Requires a Holistic View Encompassing an Internal and External Perspective

1. Operational Excellence 2. Maximised Customer Life-Time Value (CLV)

3. Optimising Customer Experiences (CX)

CCM Excellence Internal Perspective

External Perspective

INFORMATION AT WORK

THE SUCCESS STORIES PETER PAUL BOS Manager Productdevelopment, POSTNL

What do our clients want

Increased cashflow: they want faster payments and also lower costs in the document chain

Customer experience and satisfaction increase: documents and invoices as part of the customer journey

Fast time to market of new channels and document changes

Data

Database with document building blocks

Control

Customer contact centre

Print

Digital

Archive

Document and workflow creation by sender

email

dynamic email

print

Multi channel design

Interactive correspondence

Business trigger

Approval workflow

Output

…is this distinctive?

We conduct research about your customers….

Our research shows that customers prefer to receive communication from insurance companies via post and digital

47%

28%

24%

7%

2%

2%

1%

1%

Post

Both post and digital

E-mail

Company website portal

FiNBOX/Internetbanking

No idea

App

Other

Hi, my name is Lisette de Vries…

Invoices and payments via email

No newsletters, but updates via facebook

Payment reminders via a DM at Twitter

Payment reminders via a text message

Hand in declarations iPad app

Insurance policy via post

Henk Jansen Insurance policy via post

Handle declarations via FiNBOX

Corporate magazine at his iPad app

Payments reminders via a text message

Receive a newsletter via email

Organize payments via AcceptEmail

Hi, my name is Henk Jansen…

Easyness is the driver of digital receivement of communication

62%

42%

41%

37%

34%

19%

4%

Easyness and speed of digital

Anytime and everywhere real time data

Environmental savings

Easy archiving and search possibilities

Free to use

No paper administration

Other

63% of the customers consider or will switch to another company if they receive irrelevant content and messages via email or post

* CMO Council, Why Relevance Drives Response And Relationships (2009)

Customers become promoters if they are served via their preferred channel, with the correct content and at the right moment

Promoters will purchase between 60% and 70% more

What if customer engagement is not the only channel strategy

objective

Stick or the carrot? with a discount, 34% of the customers switch to digital

34%

17%

16%

15%

10%

8%

More than €15

Not applicable

No case

€15 discount

€10 discount

€5 discount

49%

14%

14%

5%

6%

13%

Direct

Not applicable

No case

€1,25 per postletter

€2,50 per postletter

€5,00 per postletter

Stick or the carrot? 50% will switch to digital if a penalty will be charged

Channel introduction

Channel and content

optimization

Channel adoption

Channel rationalization

3 4 5

Channel integration

2 1

How can you support these

insights with technology

Collect preferences and apply them automatically

Connect to a plug and play document management platform

Configure the correct workflow via self service

Create appealing documents intuitively

Make document management part of the total “eco system”

Thank you for your time

INFORMATION AT WORK

CANON’S VIEW MANUEL SANCHEZ, CANON EUROPE

CANON’S VIEW – THE CHANGED LANDSCAPE

Communication channels are growing and adding complexity to existing business processes

Increase customer satisfaction through consistent messaging via multi-channel content delivery

Poor visibility over how other departments communicate can cause customer dissatisfaction

Take control of communications across your organisation

Customers expect relevant information and a personalised experience

Increase the customer experience and influence loyalty through timely and personalised communications

Customer retention is cheaper than customer acquisition and can enable cross-selling

Maximise the customer lifetime value by increasing retention and influencing loyalty

Optimise customer experiences

Leverage all channels

More Control Reduce Cost

IN SUMMARY – CCM PAIN POINTS

• Messaging notreaching the rightaudience in theirpreferred methodof communication

• Lack ofpersonalisedcustomerexperience

• Lack of visibility overthe quality ofbusiness criticalcommunications

• Branding guidelinesnot being followed

• Growing demandfor digitalcommunications

• Compliance withdatamanagementregulations

• Maintain yourcompetitive edge

Which of the following statements would you categorize as the top 3 reasons for your organization to implement a CCM strategy?

1. Messaging not reaching the right audience in their preferred method of communication2. Lack of personalised customer experience3. Lack of visibility over the quality of business critical communications4. Branding guidelines not being followed5. Growing demand for digital communications6. Meeting data management regulations7. Keep at least the same level of communications than

the Competition

Choose 3!

IN SUMMARY – HOW WE CAN HELP

Gain complete control over the way your organisation communicates with its customers

Increase the value of your business critical communications

IN SUMMARY – HOW WE CAN HELP

Gain full visibility of external communications to maximise up-selling and cross-selling opportunities

IN SUMMARY – HOW WE CAN HELP

Reduce operational costs by shifting towards automated digital communications

IN SUMMARY – HOW WE CAN HELP

Ensure privacy of communications and full compliance with complete audit trail of the entire communications process

IN SUMMARY – HOW WE CAN HELP

Stay ahead of the competition!

IN SUMMARY – HOW WE CAN HELP

• Gain completecontrol over theway yourorganisationcommunicateswith its customers

• Increase the valueof your businesscriticalcommunications

• Gain full visibility ofexternalcommunications tomaximise up-sellingand cross-sellingopportunities

• Reduceoperational costsby shiftingtowardsautomated digitalcommunications

• Ensure privacy ofcommunicationsand fullcompliance withcomplete audittrail of the entirecommunicationsprocess

• Stay ahead of thecompetition!

Let us show you how we can help you grow your business!

• Deliver ExceptionalCustomer Experience

• Gain CompetitiveAdvantage

• Meet RegulatoryCompliance

THANK YOU

THANK YOU