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2010 Buffalo Bills Edition realbusiness · 1

Color Your Office Green!

Marriott Transforms Finance Key Processes

The Xerox magazine for real business resultsrealbusinessFall 2010

Buffalo Bills Game Plan Includes Xerox

Social Media: A New Way of Connecting With Customers

2 · realbusiness 2010 Buffalo Bills Edition

Welcome Bills Fans!

Xerox is proud to join you here at Ralph Wilson Stadium for the 51st season of Buffalo Bills football.

This year, a relatively young team led by new coach Chan Gailey looks to surprise the AFC East and the entire league with resilience and a dynamic, productive offense. After some impressive pre-season outings…watch out.

Of course, Xerox is helping the Bills’ front office be more productive with smooth, efficient document solutions that make it easy to focus on what matters most—football. Check out the article on pages 8-9.

Thank you for being our guest today. With tens of thousands of passionate fans cheering in the stands on home Sundays, events like this keep us connected and inspired—so we can tackle the real business challenges we face every day. Go Bills!

Best,

Ursula M. Burns Chairman and Chief Executive Officer Xerox Corporation


Features

02 LetterfromUrsulaBurns

04 TraditionalOffsettoHigh-ValueColorVariablePrinting

06 SocialMediaA new way of connecting with customers

08 TheBuffaloBillsGamePlanIncludesXerox

10 ColorYourOfficeGreenSustainability has never been easier to achieve

12 HowMarriottInternational,Inc.Transformed key finance processes

14 Marriott,TargetandProctor&GambleareReadyforRealBusiness

Table of Contents

realbusiness

Printed on a Xerox Digital Production Press using genuine Xerox supplies.

Send comments or suggestions for RealBusiness Magazine to: [email protected]

©2010 Xerox Corporation. All rights reserved. XEROX® and XEROX and Design® are trademarks of Xerox Corporation in the United States and/or other countries.


Making the Transition From

Traditional Offset to High-Value Color Variable Printing

The highest value print work usually involves variable information, yet less than 10 percent of all digital printing is variable, according to Rochester Institute of Technology Professor Emeritus Frank Romano.

Progressive Communications, based near Orlando, Fla., is bucking that trend. In a little more than two years after initiating digital color printing, more than 85 percent of the firm’s 1-million-plus monthly digital color pages were variable. Here’s how they made the leap so quickly.

Seeking “More Bang for the Buck”Like many traditional printers, by mid decade Progressive felt the economic pinch. “Our customers were cutting their marketing budgets, print runs and mailings,” said Gabe Hernandez, general manager, Progressive Communications. “We wanted something that could give us more bang for our buck, so we started looking at digital printing.”

It wasn’t the first time Progressive explored new directions. Founded in 1975 as a newsletter production company, the firm evolved into a commercial printer and became a full-service print, fulfillment, direct marketing and multimedia design operation with two 2002 acquisitions. Today, Progressive has 220 employees and is a division of printing and marketing services company Taylor Corporation.

Their digital color exploration began with the 2007 acquisition of a Xerox® DocuColor® 242 Digital Color

Progressive Communications applies Xerox’s digital technology and business development tools and services to build a high-growth, one-to-one marketing business ... by Gina Testa

Gabe HernandezGeneral Manager, Progressive Communications


Printer/Copier. “We responded to the opportunity in partnership with Xerox, because we want to be more than ink on paper,” Hernandez said. “We want to provide solutions to our customers to help them increase their sales.”

Progressive already had many of the skills required for digital color variable information success. A 12-member design department regularly wins awards for direct marketing and promotional pieces, and Progressive’s data team routinely programmed basic black-and-white personalization. By adding a person experienced in Xerox’s XMPie software, the firm could execute a wide range of personalized direct marketing programs.

Tapping into Xerox Business Development SupportFor help in selling and marketing the new services, Progressive turned to Mickey Call, Xerox Business Development Consultant. He provided three months of consultative sales training and helped develop a marketing plan using the Xerox® Marketing Accelerator Kit.

To ease entry into the somewhat recession-proof healthcare and education markets they targeted, Progressive used the Xerox® ProfitAccelerator® vertical market kits and landed several new clients. And they referenced the Xerox® ProfitAccelerator Open House Kit to plan ongoing “Summer School” educational seminars, promoting its services to prospects and clients.

Progressive also regularly runs self-promotion campaigns. A recent multi-touch effort used a PURL to offer a calendar with images incorporating the prospect’s name in exchange for filling out a questionnaire on their marketing needs. Results included a 17 percent response rate, a 68 percent conversion rate, more than 20 one-off jobs and several ongoing communications programs. One other result: it won the Best Overall Solution Award in the 2010 Xerox Best-of-the-Best contest.

Focus on PersonalizationWith so much preparation, Progressive quickly grew its digital color business. In just six months, they needed a larger press and acquired a Xerox® iGen3® 110 Digital Production Press. A year later, they added a second, and subsequently upgraded both to Xerox® iGen4® Presses.

“Initially we thought we would just do short-run, quick-turn static work,” Hernandez said. “But since we had the ability to produce truly personalized pieces that get better results, we said, ‘Let’s go for it.’ We discovered that many of our customers were gathering data on their customers’ demographics but weren’t using it—until we helped them.”

Digital color has driven growth at Progressive in two ways. First, while offset has slipped from 95 percent of the shop’s print volume three years ago to 80 percent today, digital has grown to 20 percent, about half of it from new clients. In addition, digital drives more work in other Progressive divisions. Some 95 percent of digital jobs use Progressive mailing services compared to 50 percent with offset, and 80 percent are designed by Progressive’s creative team, compared to 25 percent with offset.

By 2015, Hernandez believes that half of Progressive’s business will be color variable printing, in which case, Progressive is not just bucking a trend; it is leading one.

Gina Testa is vice president, Graphic Communications Industry, Xerox Corporation, [email protected].

Progressive Communications conducted a cross-media campaign that generated a 17 percent response rate and earned them a Best of the Best Award.


Social Media: A New Way of Connecting with Customers... by Michael Wooden

The advent of Web 2.0 and the explosion of social media applications that followed have led to a fundamental shift in power between companies and customers. With wikis, blogs, online communities and social media sites like Facebook, YouTube and Twitter proliferating, consumers are finding their voice and sharing their opinions any way they can—rating and reviewing products, services and companies; talking about brands and companies in communities of interest; and more.

The Customer Takes the ReinsPrior to the 21st century, the dialog between business and customer was really more of a monolog, with the business doing most of the talking via advertising and marketing. Sure, customers could provide feedback about products or services—but it was rarely immediate. And while their viewpoints may have reached the ears of company representatives, they almost certainly weren’t reaching those of other customers (or prospective customers).


Suddenly, that monolog has become a dialog, and with 78 percent of consumers reporting that they trust the opinions of their peers more than all other information sources and advertising (according to a 2008 study by the Nielson Co.), companies that do not find ways to listen to, join in, steer and learn from these customer-controlled conversations through well-implemented social media strategies risk losing their customers and prospects to those that do.

Although the prospect of entering the social media waters can be daunting—after all, businesses can’t control what people say about their brands in cyber space—companies that turn their backs on the phenomenon are likely to be left in the dust by their more savvy competitors. For proof, consider the following:

Move over, email. The use of social media now surpasses email as the most popular Internet activity, according to a March 2009 Nielsen Co. study.

Social media is not just for the young. According to April 2009 statistics from Facebook, the fastest growing demographic on that site today is users 35 and older.

Customers expect to interact with brands on social media sites. According to a September 2008 study by Cone Research, 93 percent of American consumers surveyed believe companies should have a social media presence; 85 percent believe companies should interact with customers via social media; and 56 percent feel they have a stronger connection with and are better served by companies that they can interact with via social media.

Social Media Revolution. You’re in. Now what?With almost 74 percent of consumers choosing brands based on the customer experiences their peers share online,1 it’s clear that there are huge benefits to be gained from using social media to enhance customer experience and extend brand reach and value. It’s also clear, however, that there are considerable challenges involved in doing so.

ACS can help. As a leader in business process outsourcing and business technology innovation, ACS has the experience and expertise required to guide organizations’ social media efforts. By engaging ACS to help implement a social media strategy and integrate social networking technology into a CRM solution, companies can:

• Become more attuned to customer needs and desires

• Maximize the value of customer interactions

• Provide a seamless customer service experience

• Reduce churn and maintain profit margins while providing a high level of responsiveness to customers

• Reduce costs by deflecting agent calls

• Increase first “contact” resolution

To learn more about making social media work for your business, visit www.acs-inc.com

The Challenges of Implementing a Social Media Strategy While the value of integrating social media into customer service is becoming clear, there remain challenges and hurdles to success.

• Protecting the Brand

• The Technology to Capture and Distill Data from Social Media Sites

• The Effect on Company Culture

“ It’s not enough for businesses to just eavesdrop on or participate in the conversations taking place on social media sites. Organizations must also capture and distill those ‘conversations’ into knowledge that can be used to improve customer service.”

– Michael Wooden Sr. Vice President Market Development – Business Process Solutions Affiliated Computer Services, Inc., a Xerox Company Michael Wooden is the senior vice

president of Market Development – Business Process Solutions for Affiliated Computer Services, Inc., A Xerox Company.

1 Society for New Communications Research, www.marketingcharts.com/direct/consumers-using-media-to-vent-about-research-customer-service-4321

8 · realbusiness 2010 Buffalo Bills Edition8 · realbusiness 2010 Buffalo Bills Edition

Buffalo Bills Game Plan includes Document Management Solution from Xerox.

Whether they are huddled under blankets at The Ralph Wilson Stadium or cheering on Billy Buffalo during summer training camp, the Buffalo Bills have some of the most diehard and passionate fans in football. And as an NFL team that strives for precision and speed, the Buffalo Bills rely on Xerox for quick and seamless print production and document workflows to make sure important information is easy to share with the coaches, players and fans.

For several seasons, the Buffalo Bills have scored big points by teaming up with Xerox Corporation. Xerox oversees operations in the football team’s offices and print production center, and travels to be on-site to support training camp.

A New Document Game PlanStarting with an Office Document Assessment, Xerox helped the Buffalo Bills create a winning document management solution. The new game plan consists of print-on-demand technology, which allows them to get information to staff and fans at high speed. And to make sure there aren’t any fumbles, a Xerox document advisor is always on site to guarantee the Xerox® equipment is up and sprinting, and prints are delivered in record speed.

• WorkCentre® 7665 color multifunction printers (MFPs) let employees print, copy, scan and fax, printing output as fast as 65 pages per minute. The MFPs help productivity and allow the office to operate consistently at peak performance.

2010 Buffalo Bills Edition realbusiness · 92010 Buffalo Bills Edition realbusiness · 9

• In the Buffalo Bills’ print production center, Xerox® digital presses, such as the Xerox® DocuColor® 7000AP Digital Press, print marketing materials, playbooks and halftime reports, as well as statistical updates, a fantasy football report, and on-demand action photos for Buffalo Bills suite owners.

The consolidation of assets and supplies is saving thousands. The new digital capabilities are boosting the effectiveness of marketing and promotional programs. All in all, it’s a touchdown for Buffalo.

TrainingCampInstead of packing up devices from the Buffalo Bills stadium and offices, and “trucking them” down the road with the rest of the gear, the team uses the Xerox Short Term Rental program for their training camp in Rochester, N.Y.

“Using a combination of WorkCentre® Pro C3545 color multifunction printers and WorkCentre Pro 55 monochrome multifunction printers, the team has been able to improve customer satisfaction among coaches and staff, while cutting down on the wear and tear and service of their machines. They have also reduced the impact on the workforce in Buffalo by avoiding the need to pull machines from Buffalo to service

the training camp in Rochester,” says Art Marshall, Xerox client delivery manager.

The convenience, reasonable cost and availability made it a “no brainer” for the team to extend the short-term rentals for the “away” games in Toronto as well.

Throughout the season, training camp to game day, the Buffalo Bills can focus on the game plan and leave the document planning to Xerox.

TolearnmoreaboutXeroxandtheBuffaloBills,gotowww.xerox.com/buffalobills.

“ For more than 20 years, the Buffalo Bills have relied on Xerox to deliver quality service with accuracy and reliability—that’s exactly what we need in our back office and print shop operations.”

– BrucePopkoSenior Vice President of Business Development Buffalo Bills


Today more than ever, attention everywhere has turned toward being green. Protecting the environment and saving money are top-of-mind concerns, and it’s no different for your day-to-day business operations.

Environmental sustainability can be supported through conscious conservation practices, and with products that help promote a more environmentally—and economically—sound way of running a business. The Xerox® ColorQube® 9200 series multifunction printer offers customers a cartridge-free, smaller carbon footprint* to reduce environmental impact while meeting high-demand printing needs.

No Cartridge: A Solid ImprovementThe Xerox® ColorQube uses compact solid ink sticks with no cartridges, requiring fewer resources from manufacturing to assembly, packaging, transportation, storage and disposal.* Lower lifecycle energy consumption and fewer greenhouse gases vs. a comparable laser printer as demonstrated by a Lifecycle Analysis study peer-reviewed by Rochester Institute of Technology.

Compared to its laser ink counterparts, the Xerox® ColorQube generates 90 percent less waste with cartridge-free solid inks. The waste generated from laser printers in four years amounts to more than 815 pounds; Xerox® solid ink multifunction devices produce a mere 88 pounds of waste in the same amount of time. (Total waste produced from printing 22,000 pages per month for four years.)

Reduced packaging requires fewer boxes to break down or throw away and less storage is needed, reducing shipping costs and environmental impact.

Compared to laser ink, the Xerox® ColorQube generates 90 percent less waste with cartridge-free solid inks.

Sustainability has never been more important—or easier to support

Color Your Office Green


Great Color 62% Cost Savings 90% Less Waste Easy to Usexx x =

Solid Ink—88 lbs. Laser—815 lbs.

Solid ink waste vs. laser waste: Cartridge-free solid ink is a true consumable— no empty toner cartridges to dispose of or recycle. The Xerox® ColorQube produces 90 percent less waste than a comparable laser device.

Easy to Be GreenThe Xerox® ColorQube® produces 90 percent less waste than a comparable laser device.

How? Cartridge-free solid ink sticks avoid the excessive packaging of toner cartridges. There are no boxes to throw away or recycle locally.

And the list goes on…

• There is only one customer-replaceable component— a long-life cleaning unit—which means fewer spent consumables.

• Intelligent Ready technology learns your workgroup’s usage patterns and moves to low power mode when you’re less likely to need it.

• It produces a smaller carbon footprint than comparable laser devices.

• The Xerox® ColorQube earned the 2009 ENERGY STAR® for energy efficiency.

A Printer That Keeps Up with the Pace of Everyday Business

The solid ink sticks are shaped to fit easily and cleanly into the correct slot, requiring less time from office staff—so they can get back to work.

A true multifunction printer, it’s one machine that can handle all black and white and color, along with scan to e-mail, scan to mailbox, copy and fax. Multiple print modes give you the flexibility to choose how fast you need your prints. And when it needs help, it demonstrates with videos and an internal illuminated paper path, kind of like an onboard navigation system.

Heralded as game-changing by technology analysts, this is true innovation. The intuitive, intelligent advanced features of the Xerox® ColorQube are a result of developing technology that meets customer needs:

• Affordable—with breakthrough color page pricing • Easy to use • Environmentally responsible

All with the heritage of Xerox quality behind it.

For more information online (including an interactive virtual demo) visit: www.xerox.com/FinallyColorIsLessRBL

Xerox® ColorQube


A global leader in the lodging business—with more than 34,000 properties in 70 countries and territories—the company is also a leader in using technology and innovation to achieve its business goals.

That’s why it launched a major corporate initiative a few years ago to transform key finance processes.

At the time, Marriott relied on time-consuming, paper-based work processes to manage two million invoices and 700,000 claims-related documents each year.

There was no standardized, enterprise-wide process for accounts payable, since different Marriott organizations used their own approach. As a result, multiple in-house imaging operations had sprung up, making the company responsible for managing a non-core business activity.

One of the keys to the success of Marriott International, Inc. is a relentless focus on what it does best: provide a world-class experience to millions of guests every year.

There were other challenges. It took associates too much time to find, mail and file documents for Workmen’s Compensation and casualty claims. Claims documents in filing cabinets and storage bins took up valuable company real estate. Leaders in Marriott’s innovative Information Resource (IR) group realized that the document-driven processes supporting accounts payable and claims management were ripe for optimization. After careful review, they decided Xerox had the expertise, technology and resources to provide a scalable solution that could grow globally.

A Scalable, Re-engineered AP Solution.The first project focused on Accounts Payable (AP). Together, Marriott and Xerox developed an outsourced solution for mailroom, imaging and content

How Marriott International, Inc. Transformed key finance processes…and quadrupled invoice processing capacity.

“ We were looking for an innovative company that could help us compete globally and grow and expand. We found the right partner in Xerox. It’s been a beneficial relationship from day one.”

– Jeff Golding Senior Director, Information Resources Marriott Corporate

“ We’re saving on labor and technology. We’re getting better reporting and more control. And it’s helping hotel managers spend more time taking care of our guests.”

– Michael Cullen Senior Vice President, Marriott Business Services

(Responsible for Marriott’s Shared Services Accounts Payable operation)

“ Xerox transforms the way we work, managing more than 11 million global invoices so we can focus on better serving our guests.”

– Susan Thronson Senior Vice President, Global Marketing Marriott International, Inc.

“ We wanted to control costs, operate more efficiently and help our associates spend more time enhancing the guest experience. Xerox helped us achieve these goals.”

– Clay Hall Senior Director, Information Resources Marriott Shared Services


management. Utilizing the Xerox global network of state-of-the-art shared service centers, the AP workflow was re-engineered to take full advantage of automation and digital documents.

With the solution implemented, Marriott property managers and finance directors simply logged initial invoice data into the ERP system and send the paper or digital documents to the Xerox service centers for imaging and hosting. End-users use the ERP system to view documents and authorize payments.

The AP solution was designed to support 18,000 end-users with capacity for future growth.

Claims Processing. Digitized. Automated. Fast.To optimize Claims Management, Xerox and Marriott leveraged the same outsourcing platform for mailroom, imaging and content management services. Xerox helped re-engineer the document management workflow to increase process speed and efficiency.

With the new approach, Marriott claims processors send all of their claims documents to a Xerox service center for imaging into a Digital Repository System. Documents are scanned and organized into digital files corresponding to each claim. Claims processors can quickly access the files online or through the company’s internal claims processing system saving time on manual searches, filing, storage and mail handling.

Now multiple parties can view documents simultaneously and process them faster reducing cycle time for claims review by several weeks—and improving company compliance with regulatory timelines and internal and external audits.

Paperless Processes. Optimized Efficiency. “The Xerox solution has made a huge difference in how we handle claims,” says Steve Perroots, the senior director for Marriott Claims Services. “It’s virtually paperless for us since documentation is sent directly to Xerox for mail handling, immediate digitization and processing. It’s fast, efficient and we’re saving a lot of trees. It’s really helped us improve our approach to risk management.”

Both solutions help Marriott avoid wasted time, space and costs associated with processing and storing millions of documents—and has quadrupled Marriott’s invoice processing capacity to 11 million a year, improving cash flow and optimizing costs.

Marriott provides an unparalleled experience for every one of their guests. By having Xerox handle its global invoices and claims, Marriott can focus on what’s most important to them: their customers.

Straight talk from Marriott


Customizing Target’s direct mail program. Translating and delivering Ducati’s global publications.

Digitizing documents worldwide for Procter & Gamble.

Ready for Real Business:

New ads tell how Xerox helps customers face the challenges of their businesses.Marriott International, Inc., along with Procter & Gamble, University of Notre Dame and other Xerox customers, are the focus of the new Xerox Real Business ad campaign. The campaign shows how, with Xerox at their side, they have more freedom to focus on what matters most: their real business.

The Real Business campaign repositions the company as a leader both in document management, and business process and information technology outsourcing.

Are you ready for Real Business? Check out www.realbusiness.com


We focus on automating Marriott’s global invoice process. So they don’t have to.Xerox digitized and standardized the invoice process for Marriott Hotels & Resorts®. Now their 11 million invoices take

less time to manage, and less space to archive. Which gives Marriott more time to focus on serving their customers.

RealBusiness.com

©2010 XEROX CORPORATION. All rights reserved. XEROX,® XEROX and Design,® and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.

All other logos, trademarks, registered trademarks or service marks used herein are the property of their respective holders.

©2010 Xerox Corporation. All rights reserved. XEROX® and XEROX and design®, ColorQube™ and Ready For Real Business are all trademarks of Xerox Corporation in the United States and/or other countries. Savings based on 2009 Gap Intelligence data.

Colors are better when they’re green.

Xerox Cartridge-Free Solid Ink

1-800-ASK-XEROX xerox.com

Blue. Yellow. Red. Only with Xerox unique cartridge-free Solid Ink technology is every color you print green. With no cartridge there is less packaging—which means 90% less waste. And it produces great color, even on recycled paper. It’s non-toxic, mess-free and simple to use. Best of all, with our high performance line of ColorQube™ multifunction printers, color prints cost 62% less than traditional color laser. So you can save green while being green.


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