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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