The Need for Optimized Multi- Channel Communications€¦ · Offset to Digital Print Single to...

The Need for Optimized Multi-Channel CommunicationsKaspar Roos

Director of InfoTrends’ Customer Engagement Technology Advisory Service

June, 2015

1

Agenda

1. The Need for Multi-Channel Communications

2. People, Process & Technology: Implementation Considerations

3. Conclusions & Recommendations

2

The Need for Multi-Channel Communications

Current Practice?!

Transition from Static, Offset to Digital PrintAbility to reduce cost while adding personalized messaging

FuturePast

Digital “white paper in” solutionsPreprinted offset

Transactional Print Volumes in DeclineW.E. Transaction Pages (Billion of A4 equivalents)

Source: On Demand Printing Application Forecast 2013-2018, InfoTrends, 2014

Print Volume Development-4.9% CAGR ‘13-’18

Colour Migration in Full SwingW.E. Transaction Pages (Billion of A4 equivalents)

Source: On Demand Printing Application Forecast 2013-2018, InfoTrends, 2014

Colour Growth8.6% CAGR ‘13-’18

B&W in Decline-13.7% CAGR ’13-’18

Print Being Displaced by Electronic CommunicationsWhat % of your bill and statement volume falls into each of the following channels?

39.4%31.9%

33.2%

31.1%

27.4%37.0%

0%

20%

40%

60%

80%

100%

Today Two Years

N = 400 Western European Enterprises

Source: Customer Engagement State of the Market Study, InfoTrends, 2015

Electronic only

Both

Print only

48%33%

47%33% 37%

31%

35%

30%

37% 34%

22%32%

23%30% 30%

0%

20%

40%

60%

80%

100%

Germany Great Britain France Italy Netherlands

40%28%

37%24%

30%

30%

34%29%

33%30%

30%38% 34%

43% 40%

Trend Consistent Across CountriesWhat % of your bill and statement volume falls into each of the following channels?

’15 ‘17 ’15 ‘17 ’15 ‘17 ’15 ‘17 ’15 ‘17

N = 80 Enterprises per country


Electronic only

Both

Print only

Germany France Great Britain Italy Netherlands

31% 36% 31%38% 32%

33%30% 35%

30%31%

36% 34% 34% 33% 37%

35% 39% 39%53%

37%

35%33% 35%

26%

33%

30% 27% 26% 21%30%

0%

20%

40%

60%

80%

100%

Financial Government Healthcare Insurance Util. & TelcoAxis Title

Trend Also Consistent Across Vertical IndustriesWhat % of your bill and statement volume falls into each of the following channels?

’15 ‘17 ’15 ‘17 ’15 ‘17 ’15 ‘17


’15 ‘17

Electronic only

Both

Print only

Financial Government Healthcare Insurance Utilities & Telco

N= 99 96 71 51 83

Rise in Online Channels Makes Communications Difficult to ControlResearchers have identified over 40 different channels and counting!

Customer Communications Maturity Model

Offset to Digital Print

Single to Multi Channel

Multi-Channel Synchronicity

Centralized Communications Hub

Implementation Complexity

Business Impact

Customer Engagement Strategy

Majority of businesses

Leaders

Requires CCMCenter of Excellence

Relevant, consistent and

appropriate content

delivered via the customers’

preferred channels

Authentic, purposeful and engaging

communications that optimize the

lifetime value of the customer

Source: Overcoming Implementation Challenges in of CCM Solutions in Enterprises, InfoTrends 2013

People, Process & Technology: Implementation Considerations

Implementing Multi-Channel CommunicationsCCM / CET Implementations all about People, Process & Technology

• CCM Centre of Excellence

• Bus. Enablement

PROCESS

• Data Siloes

• Content Mgmt

• Centralization of Communications

• Data Analytics

• Self-service

• Multi-Channel; Mobile, Social

PEOPLE

TECHNOLOGY

People: Control & GovernanceKey Best Practices

• Enable Business Users to update, change and modify templates themselves

– Reduces strain on IT

– Gives LOB / Marketers more agility and control

– Use web / thin interfaces to

• Create CCM Centre of Excellence

– Cross-functional team consisting of marketing, IT, legal, customer insight, business users

– Experts in CCM; hence, CCM Centre of Excellence

– Advisory role on new communication development / CCM implementation

– Ensure consistency in style, content, messaging

8.8% of European respondents is planning to start a CCM Centre of Excellence in ‘15-’16

Source: Overcoming Implementation Challenges in of CCM Solutions in Enterprises, InfoTrends 2013

CCM Ownership: Currently at LOB, evolving into C-suite

Central (Corporate)

Decentral (Business Unit)

Advisory Executive

• Product manager at LOB• Head of Department• VP / Sr. VP of LOB

(Budget Responsibility)

• Chief Customer Officer • CCM Governance Group• Chief Marketing Officer

• Print Operations (In-plants)• CCM Project Bureau• CCM Centre of Excellence

• CCM Communications Lead• Subject Matter Expert• Project Manager

COORDINATION

DECISION POWER

Process: Review Your Content Strategy Typical Approach

• Template Redesign

– Port legacy applications over to modern looking multi-channel templates

– Update existing templates, e.g. because of legislative changes

– Enable business users to manage templates / communications themselves

• Channel preference management

– Identify and store customer preferences

– Honouring preferences

• Composition or Post-Composition

– Execute on multi-channel distribution

– Composition typically preferred; Post-Comp often seen as “quick-fix”

Time to Change TemplatesDesire for business users to own communications

3.0

6.3

14.1

0

3

6

9

12

15

Small Template Change Major Template Change CCM system implementation

Months


N = 400 Enterprises in Western Europe

Less than 8% of businesses allow business users to make template changes without IT involvement

11 months/average for companies that have own IT (vs. outsourced)

Customer Preference ManagementMost do – but challenges remain

Yes, 49%

No, 32%

Don't know, 20%

Single "master" system, 36%

Built on top of multiple systems, 41%

Implemented at LOB, 10%

Don't know, 12%

19%of communication preferences

cannot be honoured because of IT challenges


Corporate System in Place?Manage Preferences?

Centralization of communicationsTypically two options available:

• Upstream

– At the Line of Business level

– Typically CRM, ERP or Financial Systems

– Business / Marketing-driven

• Benefits:

– Close to customers

– Leverage customer profile data

– Easy to embed digital, interactive, marketing communications

• Disadvantages:

– Risk of redundancies

– Systems are usually cobbled together

– Hard to include structured communications

• Downstream

– At the production level

– Typically Composition System, Output Management system, or Archive

– Compliance or cost-driven

• Benefits:

– Logical place to consolidate high-volume print streams

– Reduce cost through postal optimization and e-delivery

– Relatively easy to track communications

– Relatively easy to implement and change

• Disadvantages:

– Difficult to include business or interactive communications

– Difficult to include mobile or marketing messages

– Channel Preference Management might be an issue

17%

21%

26%

28%

31%

35%

0% 10% 20% 30% 40%

Concatenation

Batching

Commingling

Tracking and tracing individual documentsthroughout production

Tracking/reporting for legal compliance

Postal and print optimization

Importance of Print OptimizationQ: Have you or your service provider implemented the following capabilities in your print production process?

N = 739 Respondents who are influencers, decision makers, or budget holders in transactional or interactive/customer correspondence communications

Multiple Responses Permitted


Yes, 30%

No, but planning, 27%

No, not planning, 21%

Don't know, 22%

Adding Mobile Provides Flexibility at Lower Cost

Q: Do you use composition platforms for the creation, management, and deployment of mobile apps?

N = 800 Respondents


• Developing Mobile Apps in Composition Platform offers many benefits

– Flexibility (60%)

– Lower cost (50%)

– Quicker to develop / deploy (41%)

• Embedding mobile as a channel in the structured communications process makes a lot of sense

– Expect mobile to become as important as e-Mail attachment delivery

Importance of Delivery Channels1 = not at all, 2 = minimally, 3 = moderately, 4 = extremely

2.4 2.5 2.6 2.7 2.8 2.9 3.0 3.1

Mail

Desktop web portal

Mobile-optimised web portal

Mobile native app

e-Mail attachment

N = 800 Respondents


2015

2017

Conclusions & Recommendations

ConclusionsMulti-Channel communications bring benefit but can be difficult to control

• Optimizing Multi-Channel Brings Many Benefits

– Better customer experience, channels of choice

– Put customers in control, e.g. through self-service

– Create customer loyalty

– Obtain cost savings, e.g. shift to electronic and mobile, but also postal

• Multi-Channel Communications are Difficult to Manage & Control

– Complexities in technology, channels and messaging

– Technology is important but people and processes are equally as important!

RecommendationsThree steps for better multi-channel communications: control, govern, and optimize

1. CONTROL 2. GOVERN 3. OPTIMIZE

Modern Platforms & Customer Insights

Use modern composition platforms & data analytics to make communications more actionable

CCM Centre of Excellence

Create cross-functional teams for consistent style, branding and messaging

Centralized Communications Hub

Track and manage communications and channel preferences holistically

• Project managers with long tenure

• Change mgmt. policy• Flexible processes

Develop Corporate Communications Center of Excellence

Design

Consultation

Project Management

Liaison

• Marketing & Customer Engagement Strategy

• Design expertise• CCM tech standards & common

elements• Branding, style and messaging

• Project planning resource• Business requirements

definition assistance

• Central point of contact between document owner, IT, legal, compliance, marketing, and other stakeholders

29

Thank You!

Any Questions?

@kasparroos

[email protected]

The Need for Optimized Multi- Channel Communications€¦ · Offset to Digital Print Single to...

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