Calculating ROI for IMb® tracking
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Transcript of Calculating ROI for IMb® tracking
Calculating ROIfor IMb Tracking
2013 National Postal ForumSan Francisco, California
Christine J. ErnaRoger Burgett
Imagine you are an Air Traffic Controller and have the responsibility for ensuring all planes safely arrive at their
intended destination.
But all you have is window to wave good bye?No data to monitor or communications to understand what is really going on.
IMb Tracing Provides the Window and Access to the Data!
You have a New GPS that can tell you more than you ever thought possible!
Agenda• The History of IMb Tracing and Why it Matters?
o Why it was developedo What it is and what it is not
• What are some actionable uses?o Inbound & Outboundo What to track / frequencyo Regulatory compliance i.e. proof of mailing
• Building for the present and the future
• ROI – Capturing Costs & Understanding the Benefits
• Why it was developed?
• From Entry to Delivery – Where is the mail! It’s in here somewhere!
• Operational Effectiveness Improvements• Validation of the processes• Visibility into the Mail Stream
The History of IMb Tracing and Why it Matters
• What it is• Confirm• Planet Code• 4‐State barcode• Raw Data
• What it is not• The “answer” to all your mailing concerns? – Probably Not, but Hold On!
• A tool to provide insight and clues• Opportunity to make real fact based decisions• Not easily fully leverage without a plan• It may be more than your tech folks want to support• The market place has solutions• There is experience in this very room that can assist!
The History of IMb Tracing and Why it Matters
Components
The Intelligent Mail barcode for mailpieces is a 5 field, maximum 31‐digit string that converts into 65 bars of 4 different heights.
Unlike the POSTNET™ barcode the IMb™ is always 65 bars, regardless of ZIP Code® length, and does not require a check‐digit (correction character) or frame bars.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Routing Code ( 0, 5, 9, or 11N )
Routing Code ( 0, 5, 9, or 11N )
Barcode ID (2N)
Service Type ID (3N)
Intelligent Mail Barcode for Letters and Flats: 6‐Digit and 9‐Digit Mailer IDs
Serial Number (9N)Mailer ID (6N)
Serial Number (6N)Mailer ID (9N)Service Type ID (3N)
Barcode ID (2N)
A 3‐digit field used to identify the class of mail and any additional or special services requested for the piece such as OneCode ACS, IMb Tracing, or no service
Defines the mailpiece as Full‐Service, Basic or Non‐Automation
Used to determine the disposition of Undeliverable‐As‐Address (UAA) mail and the form of address correction desired by the mailer
Use link below to access the STID Chart on RIBBS
Barcode IDEx: 50
for Mixed AADC
Service Type Identifier (STID)
Ex: 300for First-Class Mail®
Mailer IDEx: 123456
USPS assigned
Routing CodeEx: 6449 Amberview
Ct., Memphis, TN 38141834649
Serial NumberEx: 200800001 Mailer assigned
https://ribbs.usps.gov/intelligentmail_guides/documents/tech_guides/AncillaryServices_STID_Detailed_Explanation.pdf
Data Fields in the IMb – Select the STID
• Represents:• Intelligent Mail™ option (Basic or Full Service)• Class of Mail• Services requested (e.g., OneCode ACS®, IMb Tracing®, etc.)
• Uniqueness is determined by the Mailer ID and Serial Number within the class of mail indicated by the STID
Service Type ID (STID)
Service Type ID (STID)
Mail is a Complicated ProcessIt is a quantum leap from Ben’s day
Intelligent Mail® Barcode or
Intelligent Mail® Package Barcode
Intelligent Mail ®Tray Barcode
Intelligent Mail® Container Barcode
AssignedTransportation
Intelligent Mail® Container Barcode
Intelligent Mail® Tray Barcode
Intelligent Mail®Device
Intelligent Mail barcode
Tray
Tray
Pallet
Pieces
Pieces
Intelligent Mail tray barcode
Intelligent Mail container barcode
Nesting the Data
Example Data for eDoc
IMb Planning Tool
https://ribbs.usps.gov/imb_planning_tool/
Basic Service IMb
Basic Service IMb with Tracing
Full Service IMb with Tracing
Full Service IMb with Tracing
& OneCode ACS
Building on a Foundation
• IMb Tracing is being used by companies in service industries, including financial services, telecommunications, direct marketing firms, transportation, government, entertainment, and restaurants
• IMb Tracing helps build the bottom line – not just “cool” information
• The uses are as varied as the user’s imagination!
• What are you going to do with it?
What are the Actionable Uses?
What are the Actionable Uses?Outbound Mail
• Individual Piece Tracking• In‐home Date Projections• Proof of Mailing• Customer Issue Resolution• Improved Customer Interface/Experience• Measuring Effectiveness• Validation of your CASS and NCOA processes Effectiveness• ACS Nixie Codes and ACS COA Details• Risk Avoidance• Modeling postage saves based on past Effectiveness
Inbound Mail• Remit Racking• Staffing Models• Geographic Based Responses Rates• Outbound Call List – Purge where inbound mail is indicated• Validating Customer Contact
Informed Decision Making
• Gaining intelligence with additional Full Service ACS
oWas it forwarded?oWas it returned?oWhy was it returned?oWhen was it returned?
The Challenge is to Establish the Value
You must Determine if such Knowledge has Value for Your Enterprise!
What is the Value?
Things to consider
• Call Center Reduction• Reduce outbound “Bad” mailpieces• Risk Reduction
What does undeliverable mail mean?
• Wasted costs• Industry estimate $3 per piece in operational costs
(Postage, Print, Handling, Research, Re‐Mailing)• Lost / Delayed Revenue• Impact to Clients
• Reduced Customer Satisfaction • Lost Marketing Opportunities• Lost Customers
What is the Value?
How Can Tracking Data be Beneficial to Business? Revenue Anticipation
Improve Cash Management Intelligence of estimating incoming $$
Reduce Collection Costs
Return Statement = Missing future payment??? Track Return mail to $ and ??? Improve customer experience
Improve Response Rates
Identify target in‐home date When is the best in‐home day for marketing mail when compared to purchases?
Predict Marketing Activity
Managing call center staff Retail operations Fulfillment operations
Beware ofAnalysisParalysis
Remain Focused!
Name Address City St DestZipAccount Number
ProjectedIn-HomeDate
Bob Smith 2424 Smith Way Minneapolis MN 55427634646 123456 02-01-2011
Walter Chandler 5643 Oxford Dr Crystal MN 55428512310 456754 02-01-2011
Mark Jones 6742 Barker St. Minneapolis MN 55435563053 423643 02-01-2011
Scott Brown 3245 West Ave Rochester MN 55901010504 675642 02-01-2011
Mary Bell 7542 Orange St Rochester MN 55901582822 645242 02-01-2011
Joseph Tuttle 8643 Blake Rd Rochester MN 55901760515 386432 02-01-2011
Use Tracking Data to Manage Multi‐Channel MarketingCoordinate other multi‐channel activities such as mobile messaging and emails based upon projected in‐home dates
Triggers other multi channel activity such as: Phone Email Text messages
Sample shown is Trackmymail “Mail Piece History” report, exportable or delivered daily via email
Use Tracking Data to Project In‐Home Delivery Dates
Compare targeted in‐home dates to actual in‐home dates provided by confirm scans.
Sample shown is Trackmymail “Job Details By Date”
Use Tracking Data to Enable Postage Savings
Mailing First‐Class because it’s more dependable? Yes, Standard Mail takes longer to get delivered, but smart mailers are saving by
using tracking data to better plan mail dates, monitor delivery and link to market response.
Graph is from is Trackmymail “Job Details by Date” report
Tracking Benefits
Knowledge = Efficiency
Visibility sending out or receiving
Benefits Plan for timely delivery Understand regional differences Meet timing objectives Anticipate response needs Map out cash flow Schedule staff Better customer service (anticipating payments)
Data was assembled by TrackMyMail
• Leveraging the IMb to Manage Received Return Mail • Scan the returns – Build a History of Failed Customer Contact• Link unique identifiers in the IMb to Outbound Mail• Link this to Customer Accounts• Target Address Remediation Efforts Where it is “Most Needed”• Improve the Customer’s Future Experience
Improve Future Customer Contact with IMb Return Mail Management
• Consider your approach – How will you deploy?o Home Grown Approach?o Steep Learning Curve to Consider – What is the cost of delay?o Is there an economy of scale that makes the cost reasonable?o “Off the Shelf” Product / Service – What are the options?o Will you Require Customization to meet unique needs?o How will you best leverage new ideas and approaches developed by the
industry?
• Is your approach scalable?o What are your current needs?o How might these grow in the future?o Who will support your long‐term operational needs?
Building for the Present and the Future
• Future‐Proof your approacho Don’t build unnecessary obstacles that limit your futureo Weigh the costs but leave options available
• Are you staffed to Leverage this new Data?o “Who” will take on this new activity? o Will new positions need to be funded?
• Consider the Spin‐off Projects this may Generate once the data become institutionalized
Building for the Present and the Future
Business Needs
MailMail
Marketing
Services
Legal
Finance
Business
• Discounts• Job Tracking• Job Delivery
• Campaign Management• Call Center Resource Planning
• Piece Queries
• Proof of Mailing
• Cash Flow• Collections
• Cancellations• UAA Reduction
What are Your Business Needs?
Data Required
Group Application IMb Data
IMb Tracing
Delivery Predict
ACS Job # Name Acct # DocData
Remit IMBC
Remit $
Mail Discounts Job Tracking Job Delivery
Marketing Campaign Management
Call Center Planning
Services Piece Queries
Legal Proof of Mailing
Finance Cash Flow Collections
Business Cancellations UAA Reduction
• What level IMb Tracing data will you require initially?
• What about the future?• How complex is your current environment?• Is it time to remove some of that complexity?
ROI – Capturing the Costs & Understanding the Benefits
• What benefits do you see and what do you plan to target first?
• Where is your focus?
• Assign an expected value to each future benefit you foresee.
• Understand the Cost of your Existing Environment
o What is the cost of lost customer contact?o What is the cost of wasted effort?o What is the cost of re‐processing?o What is the cost of poor customer service?o What is the cost of missed opportunity?o Are you doing the same thing over and over again
and expecting different Results? REALLY!!!!!
ROI – Capturing the Costs & Understanding the Benefits
• Deployment Costso Your Approach Determines the Cost to Deployo With Complexity comes greater cost
• What is the value of the new benefits you expect to realize? o Is there tangible and assignable value IMb Tracing will add to your bottom
line?
Your ROI is dependent upon how you capture all three elements!
ROI – Capturing the Costs & Understanding the Benefits
Summary• The History of IMb Tracing and Why it Matters?
• What are some actionable uses?
• Building for the present and the future
• ROI – Capturing Costs & Understanding the Benefits
IMB Tracing is a Game Changer
The value it brings your enterprise is dependent upon how you leverage the data!
ResourcesUSPS ‐ IMb Tracing User Guide
https://mailtracking.usps.com/mtr/landing/resources/confirm/landingConfirmLaunch.jsp
IMb Planning Toolhttps://ribbs.usps.gov/imb_planning_tool/
Track My Mailwww.pb.com/trackmymailTrackNTracewww.bellhowell.net/products/IQSoftware_TrackNTrace.aspxMailTrakwww.grayhairsoftware.comWebTrackhttp://www.intelisent.com/Products/WebTrack.aspxAccuTracehttp://www.accuzip.com/files/comparetracking.pdf
For more information:
Questions and Answers
Christine J. Erna MDP, AQSEngagement Manager Enterprise Postal ConsultingPitney Bowes Management [email protected]
Roger D. Burgett VPProcess Design Consultant II ‐ Postal StrategiesBank of America ‐ Enterprise Business Services
941‐408‐0405 [office][email protected]