Multi-Channel Customer Communications User Guide for...

Multi-Channel Customer Communications User Guide for RBS

www.paragon-cc.co.uk

Commercially Confidential2 |

Welcome

Contents An introduction to your dedicated Paragon Team 3

How to manage a multi-channel (email & direct mail) campaign 6

How to manage an email campaign 7

How to manage a direct mail campaign 11

Dealing with problems 14

A typical year between RBS & Paragon 15

We are delighted to be working with RBS Marketing...

Paragon Customer Communications would like to welcome you to your new multi-channel, marketing communications user guide. The purpose of the guide is to outline how to get started on briefing both email and direct mail campaigns, what a typical schedule looks like, the key milestones and what to expect during the process, as well as a few hints and tips. Your team are also introduced here so please use the document as a “guide” only and engage the onsite team in face-to-face meetings for help and support. We have a rich history and wealth of experience in supporting and managing your marketing customer communications and look forward to continuing to work collaboratively with you to deliver effective and engaging communications for your customers, helping support your goal to become the number one bank for customer service trust, and advocacy in the UK and ROI.

Derek Willis Strategic Relationship Director

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You may already be familiar (by phone, email or in person) with the members of the team. As highly experienced eCRM and marketing communication professionals, they are your first point of contact for any question or queries you may have.In general, you can contact the RBS Paragon team by email [email protected] via phone 0845 402 8770 To contact any team member directly, please see their details in the sections to follow.

Major Project and Escalation For a major project and new services, please contact Strategic Relationship Director, Derek Willis. For any other significant enquiries or escalations, please contact your Client Relationship Director, Ricky Lauchlan.

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Derek WillisStrategic Relationship Director

Phone: +44 (0) 7831 177 926 Email: [email protected]

Ricky LauchlanClient Relationship Director

Mobile: +44 (0) 7836 740 771 Email: [email protected]

An introduction to your dedicated Paragon Team

Any Questions?Call or email us

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Alex CreelAccount Manager

Mobile: +44 (0) 7393 231 574Email: [email protected]

Sally WilliamsonAccount Manager


Tim LeeAccount Manager


Here’s what you can expect from your Onsite Account Team: • Instant access in person for questions, planning,

attendance at key campaign meetings and problem solving for DM and email campaigns.

• Data logic expertise utilised across both DM and email helping to eliminate errors and gaps.

• Additional layer of proofing at test stages, to increase “right first time” on our output to you.

• Facilitate the delivery of timing plan tasks, through personable face-to-face check-in’s and reminders.

• Someone on site in your offices 5 days a week.• Support is available at the Bishopsgate offices

when required. Please contact your representative to request a meeting.


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Kelly AtkinsClient Services Director

Phone: +44 (0) 7896 175 581Email: [email protected]

Navid ChaudhrySenior Account Manager

Phone: + 44 (0) 20 7601 6292Mobile: +44 (0) 7788 583 661

Email: [email protected]

Seema ChauhanAccount Manager

Phone: +44 (0) 20 7601 6289Mobile: +44 (0) 7794 517 068


Charlie TaylorAccount Manager

Phone: +44 (0) 20 3640 0974 Mobile: +44 (0) 7816 071 681


Charlie HattonAccount Manager

Phone: + 44 (0) 20 7601 6277Mobile: +44 (0) 7788 583 523


Here’s what you can expect from your Digital Account Team: • Your data and digital experts, always available to you to

support your email and wider digital marketing strategy.• Provide a streamlined process and end-to-end

ownership of the development, build, testing, broadcast and reporting of your campaigns and technical digital projects.

• Lead on delivery of all tasks to agreed timings and keep stakeholders informed of progress and status.

• Train new campaign managers on how to develop and send their email campaigns to customers.

• Provide all post campaign reporting to help you measure success.




How to manage a multi-channel campaign

Over the following pages you will find details of how to get started on briefing and running your campaign activity, be it a combined multi-channel campaign targeting your clients with both email and direct mail or a single channel standalone email or direct mail campaign.Paragon has been selected by RBS to provide the following services:• Direct mail campaign production and management.• Mandatory campaign production and management.• Email marketing campaign management.• Email marketing self-service software and support.• Website building and hosting.• Landing page creation and hosting.• Data management including cleansing and suppressions.• Automated trigger email programmes.This User Guide is designed to provide you with everything you need to access our services. We have included all of the contact details for your dedicated team, a downloadable briefing form to help capture your needs, and some details on the Service Levels that we have agreed with you.Whether it’s a simple email campaign, direct mail campaign, website hosting or a highly targeted dynamic multi-channel campaign, we will help deliver it for you on time, on budget, and with the best return on investment.

How to get started for a multi-channel campaignStep Description

Step 1Contact your Onsite Account Team to let them know about your upcoming campaign, they will help you complete a campaign brief, advise who the dedicated Onsite Account Manager will be and engage the Digital Account Team to join up the channels on your behalf.

Step 2

Email the brief to [email protected] and you will be given a dedicated Account Manager in the Digital Account Team to work alongside your Onsite Account Manager. When emailing your brief to the inbox please use the following prefix for the subject line: EM DM - <activity/campaign name>

Step 3Both Account Managers will review your brief collaboratively and independently to provide you with individual quotations and schedules for each channel (for your review and selection for DM) and arrange an ‘all stakeholders’ kick off call.

Step 4Upon approval, a supplier will be appointed for DM and you will raise separate Purchase Orders for DM and Email.

Step 5Send us the PSDs, full links, data and the joined up team will get working on the detail within their channel of expertise.

Step 6We’ll notify the selected print supplier and ensure paper is ordered and production space is booked, we’ll build it, we’ll proof it, you’ll check it, you’ll approve it and we’ll broadcast and mail it.

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The following sections provide the key steps and channel specific details on managing an email or a direct mail only campaign. The details apply to a multi-channel combined email and direct mail campaign too, we just join up the Account teams at Paragon from the start for your multi-channel campaigns to help give you one consistent on site point of contact to get you started right through to the point your customer receives their communication from you.

How to get started for an email campaignStep Description

Step 1Give us a heads-up or an outline brief 4-6 weeks in advance of broadcast. Call or email and we’ll help you complete a detailed brief.

Step 2Email the brief to [email protected] and you will be given a dedicated Account Manager. When emailing your brief to the inbox please use the following prefix for the subject line: EM - <activity/campaign name>

Step 3 We’ll review your brief and send you a quote and a schedule within 24hrs and arrange a kick off call.

Step 4 Send us the PSDs, full links, data and the Purchase Orders and we’ll crack on.

Step 5 We’ll build it, we’ll proof it, you’ll check it, you’ll approve it and we’ll broadcast it.

Step 6 We will confirm deployment (as per the existing table...).

You can download the latest briefing form here http://paragon-ccdemo.com/rbsdocs123/Please get in touch with any of your Account Team if your would like further training on the email processes or assistance in completing the briefing document.

Email campaign schedulesTo ensure expectations and resources are managed, email communications are classified on the basis of their complexity using the following criteria:• Number of variable content blocks within the email• Number of actionable variables within the campaign data• Complexity of logic required i.e. suppression rules• Landing page, data capture, reporting and deployment phasing requirementsAs an example, an estimated schedule based on a typical campaign is shown on the table on page 8.Please note - campaigns will always be scheduled on an individual basis, as this allows an accurate view of deadlines and resources required.

How to manage an email campaign



Timing planPlease see example of timing plan which will provide schedule milestones.

SchedulesSchedules will include dates for the following milestones• Deadlines of receipt of material (assets) from RBS• Test dates• Data counts• Proof dates• Broadcast dates• Any other key milestones agreedYou will receive a daily summary from your Digital Account Manager to let you know the status of your job.Please note: Late delivery of data, assets and approvals can cause scheduling challenges with campaigns already booked in and on time. Whilst we will endeavour to still meet your initial requirements please bear in mind this may affect your desired delivery date.Daily summaries will be sent to you regarding the status of all jobs.


Date 13/10/2017Campaign Name NatWest Invest Q4 RBS Action

Account Manager

RBS Campaign manager Caroline Van Marle

Task 23-‐Oct 24-‐Oct 25-‐Oct 26-‐Oct 27-‐Oct 30-‐Oct 31-‐Oct 01-‐Nov 02-‐Nov 03-‐Nov 06-‐Nov 07-‐Nov 08-‐Nov 09-‐Nov 10-‐NovPSDs availableHTML BuildHTML QAHTML QA Sign OffEmail Set Up Internal Tests Internal Amends Send Tests to Client Client test feedback 1 Send Tests to Client Client test feedback 2 Send Tests to Client RBS approve testsData ProcessingData Load / Counts

Produce Live Proofs Client Sign OffQABroadcast

At this stage any further amends are likely to impact the broadcast date

NatWest Invest Q4 timing plan

WeekendWeekend

Paragon Action

Nav Chaudhry & Charlie Hatton

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Feedback trackerThe feedback tracker captures amends and comments to help all teams have a clear view of the campaign – please see example feedback tracker below. This is to ensure we keep an audit trail of feedback, this should reduce inbox traffic, it will improve time management and is a single source of the truth.

Date Version Feedback Paragon Comments

RBS reply to comment (if applicable) Complete

09-Oct 1Please change the CTA at the bottom to 'Apply Now'

Please can you advise if it's option A or B (please see Tab 2) Option A Y

10-Oct 2 Please revert back to the old CTAPlease can you advise if it's option A or B (please see Tab 2)

3Please amend the copy in the first paragraph to …..

Please advise where this copy should start and finish

4Please bold the 3rd word in the 2nd paragraph

Should this be linked as a CTA if so please provide the url

5Please remove the unsubscribe link as this is a Mandatory campaign

Please can this be removed before sending over PSDs to avoid any confusion

6Please amend the salutation field to Dear first name

Shall we ignore the salutation field in the data as this has Title Surname

7Please add this copy in after the first paragraph

Please advise if the original copy should be removed or kept in

Campaign reportsAs a general rule, we will supply 24hr and 7 day campaign reports that will include the following:• Specific links clicked• Top performing links• Unsubscribes and bouncesIf you have a specific set of reports that you would like to receive as part of your evaluation process then please detail them in your brief. We will always try to accommodate requests for bespoke reports and we will estimate any additional work accordingly.If you get in touch with the Digital Account Team to discuss your reporting requirements ahead of submitting your brief we can guide you through what is available as standard and what may require a more custom approach.

Campaign ratesParagon have worked with the RBS Purchasing Team to arrive at a set of competitive rates that cover the majority of your email marketing needs. We will be happy to prepare a quote or proposal for you using these pre-agreed rates, just get in touch.

Invoices and purchase ordersOnce you have agreed the charges please raise a Purchase Order, as we cannot start work until we have this.We will invoice you once a month, quoting your Purchase Order number and showing the detail behind each part of the invoice.

3 fast questionsRapid response survey designed to give us relevant, real-time feedback on how we’re performing• Sent to you upon completion of every email campaign we deploy• Easy one click link to the questions• Open text space to give us any detail you wish to share• We do ask your name and campaign name too, so it’s officially 5 questions.


EXAMPLE




RBS RACI matrixThe RACI is used to help us clarify who owns each task.

Definitions of the RACI Categories

• Responsible: person who performs an activity or does the work.• Accountable: person who is ultimately accountable and has Yes/No/Veto.• Consulted: person that needs to feedback and contribute to the activity.• Informed: person that needs to know of the decision or action.R = Responsible, A = Accountable, C = Consulted, I = Informed

TaskDigital Account

Team Onsite Team

Relationship Management

Team RBS Client

Provide brief R/A

Distribute brief - in specific inbox - using agreed subject line A A I R

Delivery to Onsite managers teams R/A R/A

Raise internal Park House number R/A

Create schedule and provide timing plans + kick off call (including email buddy) R/A C/I I C

Send quote R/A

Set calendar reminders for timings R/A I I I

Provide final brief A I R

Produce data brief for processing R/A

Timely reminders to client A R I I

Face to face support for contact or queries C R/A

Receive PSDs on agreed SFTP A C/I R

Code email, HTML and internal tests R/A

Preview links to client (if time allows) R/A I I

Amends to be managed R/A R/I I

Email Production to set up email + internal tests R/A I

Client tests R/A I I

Client amends received A C/I R

Tests received, with feedback tracker R/A R/C/I I

Client tests round 2 A I R

Data counts R/A I R

Live proofs R/A I R

Approval A I R

QA/Broadcast R/A I I I

24 hour and 7 day report R/A I I

Send final invoice R/A I I

3 fast questions A R I R The table on the separate insert, details the approximate timings for end to end delivery of the various campaign types (based on complexity) including key stages in our process for each managed email campaign.

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How to manage a direct mail campaign

How to get started for a DM campaignStep Description

Step 1 Contact your onsite Paragon Account Team to discuss your brief.

Step 2Your account team will complete a brief with you and request quotations and schedules from pre-approved RBS rostered suppliers. When emailing your brief to the inbox please use the following prefix for the subject line: DM - <activity/campaign name>

Step 3 Your account team will provide quotations and schedules back to RBS for selection.

Step 4Upon approval a supplier will be appointed and confirmed to RBS. You will need to raise a purchase order to Paragon at this stage.

Step 5 The account team will award the campaign to the selected supplier.

Step 6 Chosen supplier orders paper and books production space ready for the campaign.

Tips – Things to rememberHere’s a checklist for the briefing – if in doubt, just ask your onsite account Lead Supply team.

Things to remember Complete

How many Letter versions / Brands? Y

What content requires personalisation?

Is there a lookup / matrix to be provided? i.e. phone numbers

Do you have a VST requirement?

Paper can take up to 6 weeks to get in stock and commence printing.

Timing is everything. Please make Lead Supply aware as early as possible in the process to advise, offer support and suggest money saving efficiencies, formats.

A typical Direct Mail campaign takes circa. 2 weeks depending on complexity and volumes.

Have you considered the weight of your pack ? Keep below 100 grams to save on postage costs

Confirm UK Mail account number and cost centre code?

Booked in with Front Line?



Organising your dataStep Description

Step 1 RBS Marketing brief CCM of their campaign data requirements.

Step 2RBS Marketing advise the on site team at briefing stage when data will be available to build into production schedules.

Step 3 Paragon Onsite team incorporate data dates to provide a full production schedule.

Step 4 RBS Marketing liaise with CCM to ensure data is with Paragon onsite team as scheduled.

Step 5CCM send data to Paragon Lead Supply & VST (if applicable) on schedule via secure, established SFTP connection.

Organising your artworkStep Description

Step 1RBS Marketing brief their agency of their campaign artwork requirements – Please include your onsite team at this stage.

Step 2RBS Marketing advise Paragon onsite team at briefing stage when artwork will be available to build into production schedules.

Step 3 Paragon onsite team will incorporate artwork dates to provide a full production schedule.

Step 4 RBS Marketing liaise with their agency to ensure artwork is with the onsite team as scheduled.

Step 5The agency send artwork to Paragon onsite team on schedule *Please remember to clearly identify each elements with a code.

Building your campaignStep Description

Step 1Your onsite team will take RBS artwork & data and build your campaign in accordance with key milestones provided in our schedule.

Step 2 All printed (non digital) material will be PDF proofed to RBS Marketing for approval before manufacturing.

Step 3With personalised content, Letters etc. what we call “Live Lasers” will be provided for both RBS Marketing and CCM to check the live data.

Step 4You onsite team will work with RBS Marketing / CCM to proof, makes amends and facilitate approval to manufacture.

Step 5On approval of proofs / live lasers, Paragon will commence production and work towards releasing the mail as agreed – Final schedule confirmed on approval on live lasers.

Step 6 Mail packs will be released to UK Mail on the dates RBS require


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RBS Direct Mail RACI matrixThe RACI is used to help us clarify who owns each task.

Definitions of the RACI Categories

• Responsible: person who performs an activity or does the work.• Accountable: person who is ultimately accountable and has Yes/No/Veto.• Consulted: person that needs to feedback and contribute to the activity.• Informed: person that needs to know of the decision or action.R = Responsible, A = Accountable, C = Consulted, I = Informed

Task Onsite AM

Relationship Management

Team RBS Client

RBS Client to brief Creative agency / Internal Agency R

Creative agency / Internal agency to consult Onsite AM in regard to concepts and budgets A R

Onsite AM to advise on concepts, materials and budget drawing on product knowledge and product innovation R/A I

RBS client to brief in chosen concept, schedule, quantity, number of variants and personalisation (as aware at time of quoting) R/A

Onsite AM to produce Quote request via the MarketPower tool. Onsite AM to present triple bid pricing and schedules to RBS Client R/A I I

RBS Client to select printer from prices / schedules supplied I R

RBS Client to raise Purchase Order for Paragon Customer Communications R C

Onsite AM to process approval and inform winning printer R/A I I

Onsite AM to maintain schedule, sending reminders as required, ensuring materials are provided to agreed timescales R I R

When Data and Artwork are available Onsite AM to request any related information, matrices, lookup tables etc from RBS Client R R

When Data Dumps (samples) available Onsite AM to supply to RBS Client for review and approval R

RBS Client for to review and approve Data Dumps (samples) R

When Data and Artwork are available Onsite AM to produce Data processing Laser and Enclosing brief as well as any matrices required R

Onsite AM to assist client with completion of VST (visually impaired) and/or Overseas (mailed from Williams Lea) paperwork as required C R

When artwork / live laser proofs available Onsite AM to check for accuracy and forward to RBS Client for approval R/A

RBS Client to approve artwork proofs / live laser proofs R/A

Onsite AM to ensure agreed delivery schedule is maintained R I

Onsite AM to procvide printed samples as requested R I

Onsite AM to process invoice via MarketPower tool, issuing invoice in a timely manner R/A

Onsite AM to send 3 fast questions survey to RBS Client R C The table on the separate insert, details the approximate timings for end to end delivery of the various campaign types (based on complexity) including key stages in our process for each managed email campaign.




If something goes wrong please call your Account Manager and we’ll get onto it straight away. Alternatively you can contact the wider Paragon team at [email protected] or by phone on 0845 402 8770 or you can use their personal contact details from page 3 in this guide. However, if you do need to escalate an issue for any reason, here’s a guide for you.

Escalation level Role Resolution stages

Escalation level 1 Onsite Account Manager If no resolution then proceed to Level 2

Escalation level 2 Richard Lauchlan – Client Relationship Director If no resolution then proceed to Level 3

Escalation level 3Derek Willis – Strategic Relationship Director

Mitch Cornelia – Director Lead Supply SolutionsN/A

In the unlikely instance of a mistake being made, the following guidelines have been created to ensure all parties are aware of actions to take for a resolution.

Issue Response (in working hours)

Priority 1 – No work can continue/business critical problem.

Aim to be resolved within twenty-four (24) hours (or as agreed).

Priority 1 – Response within 1 hour.

Reports every hour until resolved.

Escalated to highest contact levels at RBS and Paragon.

Priority 2 – Problem does not stop work but will cause a delay/problem that is not business critical.

Target time for planning corrective route is 24 hours from incident occurrence.

To be resolved within two (2) Business Days (or as agreed).

Priority 2 – Response within 5 hours.

Reports every day until resolved.

Escalated to Level 2 Paragon, and RBS; if not resolved within target time escalated to highest level.

Priority 3 – Problem which needs to be resolved in order to enhance working environment. Target time for planning corrective route is five (5) working days from incident occurrence.

To be resolved within twenty (20) Business Days (or as agreed).

Priority 3 – Response within 5 hours.

Reports every week until resolved.

Escalated to Level 1 Paragon and RBS; if not resolved within target time escalate to Level 2.

And finally...If you have any questions about Paragon, who we are and what we can do for you then please get in touch. You can also find us at www.paragon-cc.co.uk

Dealing with problems

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100,792,866 emails deployed

In 2017

Posting over 55 million packs a year

432 email campaigns

sent in 2017

Dynamic integrated websites capturing customer data – utilising this to devise targeted

customer communications

Over 200 million printed items

each year

A typical year between RBS & Paragon

Multi-Channel Customer Communications User Guide for...

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