Canada Post Executive Forum
Communications
Management
The Missing Link
Presented by:
Elizabeth Gooding
President, Art Plus Technology &
Art Plus Technology
Simple, Personal, Clear, Effective
What to send?
Who to send it to?
How to send it?
How often?
How might they respond?
How will you respond then?
Will the lawyers allow it?
What will all this cost?
How will the results be measured?
What happens next?
Can’t you just outsource all this and go on vacation?
If you do, will you have job when you get back?
Creating Simplicity Requires Managing
Complexity
Art Plus Technology
Just throw money at it . . .Many companies only focus on the technology:
• New printers
• New composition tool
• Better content management
• Address hygiene
• E-presentment
• Archiving
• Web-to-print
• Workflow and soft proofing
• Marketing dashboards
• Databases
• Call center technology
There is a lot of GREAT technology out there . . .
It’s so good that you can send mistakes out the door even faster than ever before . . .
Art Plus Technology
What’s small, gray and weighs about
1.3 kilograms?
Many companies may invest in the same piece of equipment or the same software with very different results.
“Talent makes capital dance.”
People and Process before Technology
Art Plus Technology
Information Capture
Obtaining source
information to work
with
Content Management
Controlling and
monitoring access
to information and
changes made to it
Delivery
Presenting
information as
print, voice or
electronic
communications
Document Composition
Rules-based
formatting on data
and other content
Communications Management
The missing link in
delivering effective
and efficient
communications
Document Strategy
Information Design
Legacy Conversion
Content Integration
Data Transformation
Systems Integration
For in-house or
outsourced
production
What is Communications Management?
Copyright 2008 NEPS LLC
Art Plus Technology
Communications Management is critical
Because there is so much more to manage. . .
• Multi-channel
• More channels with fragmented usage – however usage across
media combines for stronger results.
• For example: Consumers who received catalogs in the mail
viewed 22% more pages on the retailers website and spent 16%
more $$ than those who didn’t
• Information overload
• Business customers and consumers are typically doing more
than one thing while viewing your communications
• They filter their email - and the rest of their communications
• “Hockey-stick” cost increases
• Avg. cost of search keywords increasing 50% per year
• Materials and transportation costs increasing
Art Plus Technology
Green Communications Management
Cost-containment
Ethically appropriate
Increasingly important to customers/citizens
• 32% report heightened interest in environment compared
to 1 year ago
• 93% believe companies have a responsibility to help
preserve the environment
• “Sustainability Officer”
“A new Greenpeace report reveals that Kimberly-Clark devastated Ontario’s Kenogami
Forest while promoting itself as a leader in environmental and social responsibility..”
Help Stop the
destruction of
Canada’s
ancient
forests
Art Plus Technology
Communications Management is critical
Relevant Personalization. Micro-targeting. TransPromo.
• Relevant personalization offers 3 times the response of
personalization alone …
• And requires more than 3 times the content.
Relevant
Personalization
Personalized
At least 3x lift of
Source PODi
Art Plus Technology
Relevant Personalization and Content
A simple campaign to cross-sell 4 offers can generate 160 content variations.
• Who creates?
• Who approves?
• Who codes?
• Who responds?
• Who measures?
You need a really good process for this.
0
20
40
60
80
100
120
140
160
180
4 Pro
duct
s
Fren
ch/E
nglis
h
10 P
rovince
s
2 Age Seg
men
ts
Art Plus Technology
Your Communications Management
process should consider:
Customer Life-cycle marketing
• Peppers & Rogers
• Understanding how needs change
• Permission marketing/ opt-in services
User-centered Design/ UX Design
• Grounding requirements and design decisions
in observed behavioral data
• Users play an active role in molding experience
• Observe. Design. Refine.
Integrated, Closed-loop marketing
• Necessary for effective UX (user experience)
• Provides environment to observe behavior
• Measures success of initiatives.
One step at a time
Art Plus Technology
The Business Case• 88% of best-in-class use closed loop marketing
• Remaining 12% plan to use
Definition of Maturity Class Mean Class Performance
Best in Class: Top 20% of aggregate performance scorers
36% average increase in year-over-year annual revenue
26% average increase in year-over-year ROMI
21% average lift in year-over-year conversion rates
Industry Average: Middle 50% of aggregate performance scorers
11% average increase in year-over-year annual revenue
5% average increase in year-over-year ROMI
7% average lift in year-over-year conversion rates
Laggard: Bottom 30% of aggregate performance scorers
5% average increase in year-over-year annual revenue
16% average DECREASE in year-over-year ROMI
3% average lift in year-over-year conversion rates
Source Aberdeen Group, March 2008
Art Plus Technology
The Business Case• Normalizing the numbers
• All companies surveyed on average were increasing performance
Performance Metric
Performance of companies using closed loop marketing versus companies not using closed loop marketing (average)
Overall ROMI Increased by 6% more (24 vs. 18)
Lead Conversion Rate Increased by 7% more (23 vs. 16)
Average Revenue per account
Increased by 3% more (15 vs. 12)
Average Return on Marketing Campaigns
Increased by 14% more (27 vs. 13)
Source Aberdeen Group, March 2008
Art Plus Technology
The Business Case
Still very manual
Tier
Use
Closed-loop Marketing
Have AutomatedClosed-loop Marketing
Believe their customer databases are Comprehensive/ Adequate
Best-in-Class 88% 42% 21 / 32
Average 46% 30% 22 / 11
Laggards 22% 26% 0 / 40
Source Aberdeen Group, March 2008
Success based on process first – technology second
Art Plus Technology
Prudential Retirement
Multi-plan Retirement Statement
• Defined Contribution (similar to RSP) plus Defined Benefit
• Emphasis on relevant personalization to drive behavioral change
Life-cycle “Marketing”
• Looked at needs of employees at different life-stages and participation levels
User-centered design
• Research with employees (participants) and employers (sponsors of plan)
• Usability testing and refinement of design
• Launched in 3 phases to allow controlled roll-out and observation of behavior
Integrated, closed-loop marketing
• Stand-alone and combined printed statements
• Integrated with CRM and Web-based education portal
• Integrated with call-center technology
• Allowed employers to participate in process of communicating with employees
Art Plus Technology
Prudential
DB StatementDC Statement
Combined Statement
Art Plus Technology
Measurable Results
Improved Satisfaction / User Experience
• 96% found the new statement easier to read and understand
• 90% found the new statement provided them with information to make better decisions
• 89% felt it provided a clearer understanding of their investment plans and personal options
Reduced Print Volume, Manual Processes and Saved $$
• Replaced pre-printed newsletter with relevant, on-demand content
• Enabled Employers to create “e-inserts” on statement
• Annual savings of over $1 million
Measurable Impact on 11 Target behaviors
• For example – reduced usage of loans from savings plans
• Increased use of website
• 10.5% increase in employees participating in plans (saving money)
• Increases in average amount saved
DALBAR, PODi and Exstream Visionary awards
Art Plus Technology
Communications Management
Benefits
More effective communications
More efficient execution
Platform for continuous improvement
Simple, Personal, Clear and Effective
Art Plus Technology
Questions
Art Plus Technology
Art Plus Technology
The experts in strategic communications management for the financial, insurance and healthcare industries.
Our services are delivered by industry units with deep vertical expertise:
• Art Plus Technology – optimizing communications, production environments and
related procurement processes
• Fast2Market Hosted Environment - Subscription access to NEPS and partner
technology plus vertical turn-key applications
• Insight Forums - Seminars on effective financial and healthcare communications
Contact Elizabeth Gooding:
800-886-2196
www.LinkedIn.com/in/ElizabethGooding