Must-Haves for Compelling Customer Engagement5

XPERTDOC EBOOK SERIES

Contents

3 Empower Personal, Convenient Customer Engagement Enhance, Accelerate, Design: The Keys to Optimizing Corporate Content

5 Offer Self-Service Inbound Communications

6 Lead with Dynamic, Data-Driven Outbound Content

7 Personalize Through Omnichannel Communications

8 Simplify with Digital Signatures

9 Improve Speed of Response and Engagement

10 The Keys to Stronger Customer Engagement

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Empower Personal, Convenient Customer Engagement

It’s never been harder to engage customers. At the same time, companies have never had more tools available to reach those customers.

How can both of these statements be true?

Well, technology has become so sophisticated that it’s possible for organizations of all sizes, and all industries, to reach out to new and existing customers with broad-brush methods.

But, brands compete across a scattered landscape, trying to reach customers via web marketing, traditional advertising, the media and social networks. With countless conversations all happening at the same time, cutting through all the noise to engage those customers is now a tall order. Broad-brush methods just don’t really cut it.

Successful customer engagement today means more personalized communications, tailoring your inbound and outbound effort to match the personalities, backgrounds and interests of your consumers. How do you achieve this? Your corporate content can help.

Better Engagement = Stronger Business

Studies suggest that a personalized customer engagement strategy can provide a real impact to your bottom line.

23%

30%

Increase in profitability for companies with fully, rather than

partially, engaged customers1

A fully engaged customer also spends more with a brand —

up to 30 percent more1

2 = 10A 2 percent increase in customer retention has the same effect as decreasing costs by 10 percent2

1 The State of the American Consumer, Gallup 2 Emmet Murphy’s “Leading on the Edge of Chaos”

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Enhance, Accelerate, Design: The Keys to Optimizing Corporate Content

Corporate content is central to any customer engagement strategy. One drives the other. Creating and managing that content, though, requires adhering to three central ideas:

With all this in mind, here are five essential strategies for driving customer engagement with digital document creation and management.

Enhance the customer experience

Acceleratethe communication process

Designengaging, highly personalized

communications

Generate communications that are relevant and contextual for each customer. This boosts customer loyalty, insulates against competing brands, and bolsters response time for even faster communications.

Integrate document creation into core organization systems to make inbound and outbound communications more efficient. Use intuitive templates to streamline the creation, management and delivery of complex customer documents.

Add multimedia and dynamic content for more compelling documents. Adopt omnichannel delivery to engage customers whenever and however they want, and use Smart Form functionalities to enable dynamic data capture and customizable document output.

Dig into the five critical tools you need to drive 21st century customer engagement.

Watch our webinar with Xplor

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1. Offer Self-Service Inbound CommunicationsMany businesses use manual processes for gathering customer data: print out a form, fill in personal information and return it. This is the way it’s always been done, but it’s slow, inefficient and prone to human errors.

Benefit enrollment provides one example. Employees manually fill out enrollment forms and give them to their HR rep, who scans these documents and sends them to the insurance provider. Then, somebody on the provider’s end has to manually key in this information into their system.

It’s a cumbersome, time-consuming process, vulnerable to the provider or your HR department mistakenly inputting incorrect information and forcing the employee to re-submit their information all over again.

Instead, you should make it easy for customers to do business with you. Digitizing this process with a self-service portal makes data capture faster, easier and more accurate. It removes the middleman, cuts down on slow and costly back-and-forth confirmation processes and ensures information is entered directly as the customer intended.

70% of consumers prefer to start their engagement with self-service tools3

87% of consumers want more seamless interactions with businesses4

Making Enrollment Easier

GroupHEALTH struggled with a lengthy and inefficient manual enrollment process that required sending new clients customized forms, which were often returned by fax or mail. They then needed to identify errors, such as incomplete forms and illegible handwriting, and resolve them with an employer directly. To improve experience and enrollment efficiencies, GroupHEALTH chose Xpertdoc’s Smart Form, an all-in-one, online self-service tool for customers to provide benefits information. That eliminated the need for paper forms and the bureaucracy and errors that surround them.

Check out our webinar with GroupHEALTH to learn more

3 Steven Van Belleghem “The Real Self-Service Economy” 4 ZenDesk

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2. Lead with Dynamic, Data-Driven Outbound ContentCoupled with the dynamic data found in your core systems, Xpertdoc CCM enables the creation and delivery of personalized out-bound customer communications. It supports document requirements in all industries:

Insurance claims, bills, policies

Manufacturingsales quotes, contracts, proposals

Mortgage Companies loan applications

Higher Educationscholarships, bursaries, grants

Small/Medium Businesses contracts, quotes, HR documents

Fortune 500 Companiescontracts, internal communications

Legacy customer communications systems are often limited in functionality, unable to incorporate customer data for personalized outreach. In fact, many systems can’t generate much more than broad, generic documents.

To reach customers on a deeper level, integration is key. The ability to integrate into a CRM or enterprise core system allows you to pull together all the data you need for a more personal communique.

This is crucial for industries like insurance, where the language around compliance and claims varies in small but significant ways across states. The ability to track past customer behavior, and tailor claims forms based on that data, facilitates accurate and efficient communications and keeps the customer’s interests top-of-mind.

But, the ability to personalize documents is not enough. In today’s world, adding compelling digital content, like videos, to describe complex benefits or products will help to captivate your clients and increase engagement and loyalty.

Using Xpertdoc to integrate CRM with their multi-million-dollar proposal generation system resulted in additional revenue per sale for Husky Injection Molding Systems.

Case Study: Integration pays off

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3. Personalize Through Omnichannel CommunicationsPersonalized communications means reaching customers through their preferred medium, not yours. Millennials like digital channels. Digitally- adverse seniors, on the other hand, might prefer paper. How do you balance the preferences of customers of different ages, backgrounds and preferences all at once?

You have to offer flexibility. Customers should be allowed to not only fill out, but also receive, inbound or outbound documents in whatever manner they like – email, web, SMS, print, PDF or anything else. These options also need to be cross-compatible; if a customer wants to receive a hard copy of an application via mail, but prefers to sign, scan and return it via email, you should offer that flexibility.

Omnichannel Engagement, by the Numbers

80% of shoppers touch a digital channel at least once on the customer journey, according to McKinsey

78% of customers would share info with their insurers to obtain personalized services, according to Accenture

98% of Americans switch back and forth between electronic devices in any given day, according to Google

Compared to their competition, companies with strong omnichannel engagement strategies...5

Retain 89 percent of customers compared to 33 percent

Increase revenue by 9.5 percent annually compared to 3.4 percent

Reduce cost-per-contact by 7.5 percent annually compared to 0.2 percent

Learn about omnichannel delivery from Xpertdoc

5Aberdeen Group

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4. Simplify with Digital SignaturesAt first glance, the ability to electronically sign your documents—proposals, contracts, insurance claims—doesn’t seem like a big deal. But, that might just mean it’s being taken for granted. There’s a reason why e-signature is everywhere: it works.

With e-signature, you skip the time-consuming and tedious steps of the past, where signing and processing documents meant printing out several copies of multi-page contracts, physically mailing them to different parties to sign, then scanning the final signed copies to create digital versions. And, if there were any mistakes along the way—documents that weren’t returned or signed—that process would have to be repeated all over again.

E-signature makes it faster, easier, cheaper, more secure and more efficient than ever to obtain signatures. Mobile take things a step further by allowing customers to sign on the go. It’s an ideal solution at a time when mobile devices are only becoming more critical to our everyday lives.

Signed, Sealed and Delivered

Prebuilt integrations to all of the major e-signature providers means Xpertdoc CCM can accelerate workflows, strengthen security and compliance and improve the customer experience.

Learn about e-signature support from Xpertdoc

Mobile in the U.S.• 58% of adults own a smartphone6

• 42% own a tablet7

• 83% don’t leave home without a mobile device8

6Pew Research Center “The Web at 25 in the U.S.” 7Pew Research Center “Tablet and E-Reader Ownership” 8 Gartner

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5. Improve Speed of Response and EngagementFaster response times allow you to more quickly cater to customers. The slower you move, the more frustrated you leave customers and employees.

ABC Financial, a software management provider for thousands of North American gyms and health clubs, thrived at signing up new members, but struggled for years with complex enrollment forms. Whether it was needing to input the same data multiple times or having to choose from 20 different templates, employees needlessly allocated dozens of hours into document revision and management.

The solution? To integrate document management with their CRM. New memberships are now filled out, signed, processed and stored faster than ever with minimal fuss, freeing up the staff to devote more time to sales calls that had been neglected.

The more you improve your own response time on even the most basic internal processes, the faster you can satisfy customers, optimize productivity and adjust communication strategies.

Read more about how Xpertdoc built a more responsive document generation and processing system for ABC Financial’s thousands of gyms and health clubs.

Case Study: ABC Financial

“Generating a single proposal used to take us over an hour. It is now a ten-second task. It sounds like a cliché but all we have to do is literally click a button.”

— Kyle Childers, ABC Financial

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The Keys to Stronger Customer Engagement

Compelling customer engagement is all about treating your customers as real people, with their own individual thoughts, feelings and preferences. A one-size-fits-all approach is doomed to fail.

Personalized communications may sound easier said than done when you’re work-ing with hundreds or even thousands of customers at a time. But, there are simple steps that any organization can take

to simplify engagement and successfully drive more customers to their business.

The tools we’ve outlined in this eBook are by no means the be-all, end-all for crafting a compelling customer engagement strategy. But, self-service inbound communications, dynamic data-driven outbound content, personalized communications in every channel, digital signatures, and expedited

response times are all essential for any organization looking to succeed with and broaden their customer base.

As the world becomes increasingly digital, adopting these practices will be even more key to ensure you’re at the cutting-edge of what your customers want and need, and aren’t being left behind.

About XpertdocA Microsoft Gold Partner, Xpertdoc was founded in 2000 with a mission to help companies more effectively communicate and engage with their customers.

Our industry-leading document generation and Customer Communications Management Platform allows you to im-prove customer loyalty and drive growth by streamlining web and mobile self-service intake as well as document creation, delivery and management.

Providing you the technology and support to help you stay on the cutting0edge of powerful communications across the entire customer journey is our job. Growing your business is yours. Harness the Power of X.

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