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Transforming the Customer Experience

Transforming the Customer Experience - Xerox and renewal offers, to promotional emails and newsletters. 4. Grow Targeted up-sell and cross-sell communications that expand your relationship

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Transforming the Customer Experience

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Your brand is built on the total customer experience. The way you communicate with your customers is just as important as the product or service you sell.

As customers demand ever more personal experiences with the brands they love, need or rely on, the importance of strategically managing your communications becomes even more critical.

Xerox has developed a new suite of services and solutions focused on transforming communications-related business processes and ensuring quality interactions at every customer touchpoint.

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Great ExpectationsKeeping Up with Customer-Driven Communication Standards

Customers today demand a personal experience, delivered on their own terms. The days of one way, one-size-fits-all communications are long gone.

But managing multiple touchpoints, over multiple channels—and making it personal—has become increasingly complex, especially at the enterprise level. Astoundingly, when compared to the evidence supporting a more personalized customer experience, nearly half of companies recently surveyed aren’t even using customer data to personalize customer communications.

Because of this, enterprises everywhere are seeking partners with broad capabilities to help them manage and deliver an enhanced customer experience. And while digital media spending is outpacing print spend, both are vital and play distinct roles.

When you add in the dynamics of internal communications—with employees demanding the same multichannel experience and personalized approach—the complexities of keeping up with and managing a strategic approach to communications can be daunting.

When it comes to where, when and how they are communicating with their customers, large businesses in every industry are facing new challenges building and maintaining loyalty.

Sources: 1) The Emergence of Omni-channel Communications published by InfoTrends, October 2015.2) http://www.slideshare.net/AccentureInsurance/accenture-globalconsumerpulseresearchstudyinfographic 3) http://www.monetate.com/resources/infographics/#22896-infographics/22810-the-business-case-for-personalization

34% of customers want to be able to select their communications preferences1

38% of customers want communications that are more personalized and easier to read1

65% of customers are frustrated by inconsistent experiences across channels2

6% of companies have a personalization strategy3

TV and Web Advertisements

Direct Mail and Email

Brochures and Leaflets

Welcome Letter and Information Packs

Application Forms

Statements and Bills

Product Manuals

Visual Communications

The bottom line is that relevant, timely communications delivered across multiple channels are key to creating an effective customer experience.

With Communication and Marketing Solutions from Xerox, you can meet the challenge head on.

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Back to BasicsUnderstanding the New Customer Journey

Recent studies by Econsultancy* and other sources put the price of securing a new customer as high as five times the cost of retaining one. Understanding and optimizing the customer journey can really pay off.

On the face of it, the customer journey hasn’t changed much since the village baker sold his first loaf of bread. But as we moved from those personal, one-on-one transactions—conducted in an environment where everyone knew your name, habits, preferences and had the ability to anticipate your needs—to the modern industrial complex, those personal connections fell by the wayside.

Ironically, it’s the proliferation of digital technology, social media and big data that have made it possible for us to reinvent and return to the highly effective, personalized selling cycle of days past.

The new customer lifecycle harnesses solutions to strengthen the thread of communications throughout each phase of the customer journey.

1. Acquire Creation and distribution of lead generation campaigns aligned to customer needs, and nurturing those who respond with relevant, personalized content and offers.

2. Onboard Welcome kits, related emails and other forms of fulfillment once customers purchase.

3. Serve Transactional communications like statements and renewal offers, to promotional emails and newsletters.

4. Grow Targeted up-sell and cross-sell communications that expand your relationship with each customer in meaningful—and mutually beneficial—ways.

The New Customer Lifecycle

1.

4.

2.

3.

Source: *Econsultancy/Responsys Cross-Channel Marketing Report 2013

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By helping you identify and transform key communication touchpoints across each phase of the customer journey, we deliver a truly transformative service to significantly improve business effectiveness, relevance and results.

Transforming the Way the World Communicates and Shares Content

Xerox can help you maximize the impact and effectiveness of every touchpoint in the new customer lifecycle.

The New Customer Lifecycle

Document Publishing Services

Collateral Management Services

Demand Generation Services

Inbound and Outbound Digital Mail Services

Product Information Management Services

Multichannel Communications Services

Communications Advisory Services

Transactional Print and Mail Services

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Process Management

When you engage Xerox, you gain access to a complete customer acquisition and business growth ecosystem.

From initial consulting and project development through tracking and measuring results, the process we’ve developed ensures maximum value and return on investment.

Communication Process Management

Create

Closed Loop Process

Produce ProcessDistribute

• Creative Services

• Content Development

• Language Services

• Digital Content and Data Management

• Print Procurement

• On-site Print and Mail

• Storefront

• Personalization

• Multichannel (email, mobile, social, Web, apps)

• Warehousing, Fulfillment and Distribution

• Capture and Data Management

• Business Insight and Advisory

• Communication Analytics

It’s not just a service, it’s a complete ecosystem of capabilities designed to deliver.

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Our services provide order to the chaos ingrained in so many large companies, where operational and functional silos perpetuate high costs and low returns on customer engagement. Here are three common examples, and how we can help.

A typical organization doesn’t have an integrated process for managing these steps, making it difficult to spot and control bottlenecks and develop the efficiencies

InsightThe High Cost of Complexity

Initial Brief

Creative Concept

Content Creation

Graphic Design

Business Review

Legal Review

Brand Review

Digital Production

Multichannel Fulfillment

40 or 50 different suppliers providing multiple services

10 different suppliers producing bills and invoices on as many different systems

100 different suppliers doing translation

The Communication and Marketing Solutions we provide join up processes and channels while standardizing and simplifying operations to improve customer experiences throughout the lifecycle.

Out-of-Sync Processes and ChannelsConsider the process for creating collateral or an email marketing campaign.

Too Many Systems and SuppliersLarge companies—particularly those with separate business arms or subsidiaries in multiple countries—often engage with many suppliers or operate many different systems for accomplishing similar work. For example, a business with ten subsidiaries might have:

Disjointed OperationsWhen a company does the same thing in different ways across the business—managing parts of a process independently or creating operational silos—they deliver a disjointed customer experience. We help organizations improve their underlying infrastructure and operations so they can provide their customers with a better-quality experience.

that lead to success. We help our clients synchronize processes and channels for maximum efficiency, lowest cost and best result.

©2016 Xerox Corporation. All rights reserved. Xerox® and Xerox and Design® are trademarks of Xerox Corporation in the United States and/or other countries. 11/16 BHATR-113 BR20309

Let Xerox innovation take your customer experience to the next level.

Improving workflow is a part of the Xerox legacy, and over the decades, we’ve remained one of the top innovators in the field.

Take the first step. Go to xerox.com/cms to find out more about Communication and Marketing Solutions from Xerox.

Today, we sit at the intersection of tools, talent and information—providing the technology, the expertise and the results businesses need to take customer loyalty to the next level and beyond.

50+ Global Brands Supported with Creative Services

25,000 Digital Assets Managed for Clients

Brand Deployment—Engaged in Multiple Rebrand Projects Over Recent Years

Integrated Workflow Systems —Technology for End-to-End Job Management

10,000 Marketing Campaigns or Projects Managed Each Year

Multichannel Delivery—Adaptive Designs for Multiple Platforms and Devices

100+ Languages Supported with Translation Services

150+ Creative and Digital Professionals

Global Delivery Network—Flexible Model for On-Site, Near-Site and Offshore