Post on 08-Dec-2014
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Document Strategy Forum – Nov. 2, 2011.
Simplify, Optimize and Secure every Stakeholder
Communication
Lessons for Successful Customer Communications Management
Lorne Gladstone, Managing Partner, Centtriclgladstone@centtric.com
Document Strategy Forum- Nov. 2, 2011
Challenges
“CMOs in the most successful enterprises are focusing on
relationships, not just transactions. They are using data to stimulate interest in their
organizations’ offerings and form bonds with customers to a much greater extent than their
peers in less successful enterprises.”
*IBM – Insights from the Global CMO Study, 2011
Document Strategy Forum- Nov. 2, 2011
More Challenges
A consumer products CMO in Singapore
commented, “The perfect solution is to serve each consumer individually.
The problem? There are 7 billion of them.”
*IBM – Insights from the Global CMO Study, 2011
Document Strategy Forum- Nov. 2, 2011
Even More Challenges
% of CMOs reporting unpreparedness:
*IBM – Insights from the Global CMO Study, 2011
Document Strategy Forum- Nov. 2, 2011
• 6 Billion revenue• 17,000 employees• 2,000 locations• 5 Million+ customers (50% of the market)
Case Study
Document Strategy Forum- Nov. 2, 2011
• Customer correspondence– Customer complaints due to document errors
– Inconsistent branding
– Heterogeneous environment: different departments working separately
• Communication processes– No control on what goes out
– Old product lacked automation
These challenges led to high costs in: Inbound support calls Bad image (customer complaints in national press)
“Even modest investments in optimization of document-management services can deliver significant financial results.”
McKinsey on Business Technology
Challenges
Document Strategy Forum- Nov. 2, 2011
Belgacom’s customer centricity strategy Improved customer experience
– Correspondence automation
– Reduced help desk calls
– Multi-channel output
– Corporate brand consistency
In control of communication– 360° view of customer communication
– Full integration with existing systems
– Full accountability on processes
“I want the customer to be King at Belgacom. I want to follow the customer from the very first contact until the installation of the solution or the payment of the invoice.”
Didier Bellens, CEO (Belgacom annual report 2009)
Objectives
Document Strategy Forum- Nov. 2, 2011
Optimize new account opening processes and
create customized on-boarding materials
Optimize every customer contact!!
Marketing Collaterals
Data Driven Direct Marketing
Customer On-boarding
Loyalty and Retention Marketing
Provide sales channels with personalized,
cross-media marketing materials
Increase response rates while reducing cost per response
Enhance the effectiveness of
communication with targeted messages &
graphics
• Build meaningful customer relationships through timely and relevant communications and improve loyalty and enable repeat business
• Reduce time to market for time-sensitive promotions, product launches, and competitive campaigns• Increase revenue and significantly improve marketing ROI• To win and on-board new customers through precision-based insight and multi-channel communication
ObjectivesRemove Slide?
Document Strategy Forum- Nov. 2, 2011
• 100% based on Open Standards (sustainable & future proof)• Easy graphical business process automation• Full accountability on all processes• Built-in checks to avoid errors• Easier template management• Continuous innovation• Team of specialists nearby
Technical SolutionRemove Slide?
Document Strategy Forum- Nov. 2, 2011
• Centralized communication platform for ALL output processes• Integration with & embedding in existing applications• Specific integration with existing Documentum installation
New homogeneous platform: Departments work as one
OrderingOrdering
ComplaintsComplaints
BillingBilling
SalesSales
Customer Service
Customer Service
customer
Letters
Text-messages
Social media
Invoices
Contracts
Solution
Document Strategy Forum- Nov. 2, 2011
Total Cost of Ownership
•23% decrease help desk calls•Efficiency gain•Multi-format
– Multi-lingual
•Faster time-to-market
ROI of 6 months
Total Value of Ownership
•Consistent branding•Improved customer experience•Future proof•Increased quality
ROI
Document Strategy Forum- Nov. 2, 2011
• Via the preferred channel• Delivered at the best possible moment
CHOICE
• Personalized content• Focused propositions
RELEVANCE
• Simple and transparent communication• Error free: correct use of known data
CLARITY
Customer Benefits
Document Strategy Forum- Nov. 2, 2011
Business
Process visualization
Innovation
Cost reduction
ROI
Marketing
360° customer view
High personalization
Multi-channel
Easy to use
IT
Open standards
Hardware independent
Easy integration
Future proof
Results
Document Strategy Forum- Nov. 2, 2011
From opportunity to strategy
One ring to rule them all.
thingCustomerCommunicationsManagement
Document Strategy Forum- Nov. 2, 2011
Facilitating CCM
Document Strategy Forum- Nov. 2, 2011
Create a communication hub:
• Focus on your customer experience
• Identify common elements and link customer touch points
• Add customer choice of channels
• Create a cohesive strategy
Lesson 1: Simplify
Document Strategy Forum- Nov. 2, 2011
• One central system– ADF 2 (Gartner 2007)– Multi channel– Integration
• Management & monitoring– Tracking & tracing– Reporting– Accountability– Closed loop– End-to-end
Apply ADF
Document Strategy Forum- Nov. 2, 2011
Facilitating CCM
Document Strategy Forum- Nov. 2, 2011
• You’re no longer in the drivers’ seat, customers are– Give them Choice– Communicate and listen
• Share content or templates for multiple communications– Multiple languages, mediums, brands– Reduce human error– Become one voice
• Automatically deliver digital copies to your archive
Lesson 2: Optimize
Document Strategy Forum- Nov. 2, 2011
Dear Mister Dummy Dummy•Customer was shocked•Made National press•Other errors as well•High costs:
– Late payments– Inbound help desk calls (+23%)
Why control matters:Painful example
Document Strategy Forum- Nov. 2, 2011
Facilitating CCM
Document Strategy Forum- Nov. 2, 2011
Customer made minor fraudulent contract changes
•Overlooked by legal •Costly •Fraud = hidden cost suspect
Costly example
Fraud is expensive, costing American businesses an estimated $652 billion each year, additional costs like legal and administration not included.
Tracy L. Coenen, Essentials of Corporate Fraud
Document Strategy Forum- Nov. 2, 2011
• Example:– The policy document stipulates coverage of $50,000– At claim, the customer presents a policy document
with a coverage of $500,000
• Ensure that each document is unaltered:– Digital as well as Printed
Hybrid signature
Lesson 3: Secure
Document Strategy Forum- Nov. 2, 2011
Secure: Hybrid signature
!
+
Cannot be printed
Too slow for business
Best of both worlds
Document Strategy Forum- Nov. 2, 2011
Example:
Original Countersigned
Document Strategy Forum- Nov. 2, 2011
Automated comparison
Document Strategy Forum- Nov. 2, 2011
Finding the RIGHT platformYour communication hub should accommodate:
Document Strategy Forum- Nov. 2, 2011
Document Strategy Forum- Nov. 2, 2011
Choice. Relevance. Clarity.
The Solution
Lorne Gladstone, lgladstone@centtric.com