© Copyright 2011 Hewlett-Packard Development Company, L.P.

Agenda

• Customer Communications Management

• Connecting communications to your

business

• Creating a CCM Strategy

What is Customer Communications Management?

• Forrester defines CCM as;

―Software used to compose, format, personalize, and distribute content

to support physical and electronic customer communications and

improve the customer experience.”

Source: The Forrester Wave™: Document Output For Customer Communications Management, Q3

2011

Apps Statements

Direct Marketing

Bills

Collections

Web self-service On-demand

Snapshots SMS Transpromo Proposals

Complete customer communications portfolio

HP Exstream

Communications that help you connect, maintain and grow customer relationships

throughout the customer life cycle

ATTRACT Marketing campaigns

Targeted direct mail

Quotes and proposals

ACQUIRE Welcome kits and

ID cards

Enrollments

Account openings

Policies and contracts

SERVICE Statements

Bills and invoices

Notices and renewals

Personalized newsletters

GROW Targeted offers and promotions

TransPromo messages

Loyalty programs

CUSTOMER

Portfolio view of CCM applications

Interactive

Structured On-demand

Deliver business results with every communication

Proven business impacts through clear and relevant communications. Revenue growth and operational efficiencies.

Increase revenue with

targeted, dynamic

cross-sell promotions

Improve brand equity with

higher quality, customer-

focused communications

Reduce inbound service

calls through clear and

effective

communications

Drive customer behavior

with data-driven

messages and offers

Boost satisfaction and

deliver to the

preferred channel

Multichannel Communications Leverage Assets

11 HP Confidential

CIO Top Initiatives IT leaders shift from cost and productivity to growth and innovation

RANK

1

2

3

4

5

2010 1

Improving business

process

Reducing enterprise

costs

Increase use of

information & analytics

Improving enterprise

workforce

effectiveness

Attracting and

retaining new

customers

2011 2

Increasing enterprise

growth

Attracting and

retaining new

customers

Reducing enterprise

costs

Creating new products

or services

(innovation)

Improving business

processes

CUSTOMER FEEDBACK

―The over-arching corporate finance challenge in 2011 will be about how to deliver earnings growth to shareholders.‖

—Financial Services

―People are very smart and banking is becoming a commodity, so banks are trying to differentiate on customer experience. We focus on customer delight.‖

—Financial Services

―We have been asked to cut maintenance. It has been selective, but it has been big cuts. Anything we put in place must have a payback this fiscal year.‖

—Manufacturing

―We cannot differentiate ourselves on price of plans, but want to differentiate ourselves on our customer information.‖

—Telecommunications

―Workflows are very important. We have pallets of documents that have to be scanned into FileNet.‖

—Telecommunications

1Gartner, ―Executive Summary: Leading in Times of Transition: The 2010 CIO Agenda‖, 2 Gartner, ―Reimagining IT: The 2011 CIO Agenda,‖

Connecting to your business

Improve your income

statement

Revenue

Cost of Goods Sold

Gross Profit

SG&A Expenses

Operating Profit

Bottom Line

Connecting to your business

Improve Revenue

• Attract new customers – Referral programs

– Direct marketing

• Increase share of wallet – On-statement marketing

– Upsell/Cross sell

– Leverage CRM data

-

Connecting to your business

Improve Revenue

• Shorten the sales cycle – Create better proposals

– Deliver proposals faster

– Mix automation and people

• Streamline on-boarding – Close electronic transactions

– Pre-fill all possible forms

– Explain new services clearly

Connecting to your business

Reduce Cost of Goods Sold

• Eliminate print

warehousing

• Communicate with clarity

• Act upon useful data – Inventory driving messages

– Calendar driving promotions

– Determine optimal up-sell

• Streamline the call center

Connecting to your business

Reduce Cost of Goods Sold

• Reduce Legal costs

• Leverage postage spend

• Reduce inventory &

warehouse expenses

• Re-use your IT assets

• Avoid IT system

replacement

Connecting to your business

Higher Operating Profit

• Added more customers

• Increased lifetime value

• Introduced efficiencies

• Reduced Time to Market

Connecting to your business

Maximize the Bottom Line

• Coordinate projects

• Understand the current

state

• Create a strategy

CEO

Outsource to agency/PSP? Outsource to DPO/BPO?

Sta

tem

ents

Corr

esp

on

den

ce

On

-board

ing

Direct

Mark

eting

Custo

mer

Acquis

itio

n

Up-s

ell

Cro

ss-s

ell

Refe

rra

l P

rogra

ms

Today's‘ CCM projects

CEO

CMO/Division Head COO/CIO/CTO

Sta

tem

ents

Corr

esp

on

den

ce

On

-board

ing

Direct

Mark

eting

Custo

mer

Acquis

itio

n

Up-s

ell

Cro

ss-s

ell

Refe

rra

l P

rogra

ms

Unaligned projects with different goals

No

t in

cente

d t

o w

ork

to

geth

er

from

C level

Drives out costs! Finds new revenue!

Manage and execute a unified communication portfolio.

CEO

CMO/Division Head COO/CIO/CTO

Sta

tem

ents

Corr

esp

on

den

ce

On

-board

ing

Direct

Mark

eting

Custo

mer

Acquis

itio

n

Up-s

ell/

Cro

ss-

sell

Refe

rra

l P

rogra

ms

Align the projects to deliver a strategy

Drive out costs on all projects!

Find new revenue across all touch points!

Strategically manage all customer communications!

Mobile Customer

Support

HP Exstream Critical Customer Communication Innovations in the next 3-5 years

Print opt

outs

More Electronic

delivery options

Customer-designed

communication

Flexible Communication

Infrastructure Streamlined automation

inside business Multi-channel

projects begin

Delivering a complete portfolio

Analyst‘s Views of HP Exstream

―The Exstream product makes it a snap to customize

communications across media, using disparate customer data

sources.‖

―HP Exstream leads with great overall balance‖ in ―The Forrester

Wave: Document Output for Customer Communications

Management—Q3 2011‖

Named leading provider for sixth consecutive year in

property/casualty and life/health in ―Insurance Software Deals

Trends 2011‖ report

Named the market leader in ―Worldwide Dynamic Enterprise

Publishing Software 2009-2013 Forecast and Analysis‖

The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed

spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and

are subject to change.

Forrester‘s view

• ―Hewlett-Packard leads the pack with a much-improved

interactive capability and continued strength for structured and

batch applications‖

• Ranked #1 in current offering and market presence

• Perfect scores for Employees, Breadth of use case and

application support, Corporate Strategy and Revenue.

• Top scores for Authoring and document design and Installed

base

• Learn more and download the full Forrester Report for free at:

Hp.com/go/CCMLeader

The Forrester Wave™: Document Output For Customer Communications Management, Q3 2011

Figure 4 Forrester Wave™: DOCCM Structured Output, Q2 ‗09

Telco/Utilities Services/Public/Other

HP Exstream Proven Solutions Over 800 customers worldwide

Financial Insurance/Healthcare

• Web-based interactive pitch book

system

• Cut preparation time from several

hours to 20 minutes

• Eliminated 75% of inventory cost

• Fully customised for each customer

• Triggered desired behaviour of

increasing allocation amounts

Principal Financial Group Interactive pitch book statement

Citi wins 2011 Visionary Award for Best ROI

• Developed a central infrastructure to

manage all customer

communications with a common

CCM platform

• Produces 2.6 billion pages annually

• Delivers annual operational

savings of $12 to $15 million

• Developed statements in record time

• Saves $1 million annually

• 96% customer satisfaction in focus

group testing

• Earned Dalbar rating of ―Excellent‖

for innovative customer

communication design.

Prudential

Retirement statement

• HP Exstream acquisition justified by a reduction of incoming billing related customer calls

• Additional message flexibility allows marketers to implement new up-sell and cross-sell campaigns

• 45 million statements per month

• Concept to production message updates in under 4 hours

Verizon Wireless

Quick Turnaround

TIAA-CREF

• Centralized document creation to a shared services model

• Reduced print costs by implementing electronic delivery options

• Improved call satisfaction by granting document access to customer service team

• Replaced seven systems with HP Exstream:

DocuMerge Calligo Word

Adobe Xpressions Page Maker

CSF Compuset

Allstate wins 2011 award for Best Application Architecture

• Consolidated assets dispersed

across multiple systems

• Single platform generates letters,

bills, statements, policy pages, and

settlement checks

• 60% reduction in document

development and maintenance

costs

Closing down

Inventory Quick wins Create your strategy

Collect the rewards

1 2 3 4

Take a good

inventory of all of

your automated and

personal customer

touch points.

Connect projects that

may portray an

inconsistent or

unflattering image of

your company.

Engineer your

Customer

Communications to

best match your

business.

Once you move

faster and in synch,

you can connect

programs to attract

new customers and

up-sell existing

customers.

Download the 2011 Forrester Wave Document Output and Customer Communication Management Q3:2011

www.hp.com/go/CCMLeader