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Grote organisaties worden in toenemende mate geconfronteerd met nieuwe communicatiekanalen die hun klanten willen gebruiken: naast de traditionele post ook e-mail, Twitter, myURL, etc. Het is essentieel voor de klanttevredenheid om op deze trend in te spelen. Dit staat echter op gespannen voet met het streven naar standaardisatie en efficiency dat de interne organisatie heeft. Customer Communications Management (CCM) oplossingen kunnen helpen om organisaties klantgericht te houden en tegelijkertijd efficiënt te werken. In deze presentatie worden enkele internationale onderzoeken op dit gebied behandeld die aantonen wat o.a. de voordelen van CCM zijn. PostNL presenteerde haar visie op de materie en verteld over het systeem dat zij momenteel ontwikkelen om hun klanten te helpen met hun multichannel communicatie. Wilt u meer weten? Neem contact op met Canon Nederland. Tel. 073-6815815
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Canon Information Management evenement
Düsseldorf
26 november 2014
Canon Customer Communications Management
Canon CCM oplossingen
Grote organisaties worden in toenemende mate geconfronteerd met nieuwe communicatiekanalen die hun klanten willen gebruiken: naast de traditionele post ook e-mail, Twitter, myURL, etc. Het is essentieel voor de klanttevredenheid om op deze trend in te spelen. Dit staat echter op gespannen voet met het streven naar standaardisatie en efficiency dat de interne organisatie heeft. Customer Communications Management (CCM) oplossingen kunnen helpen om organisaties klantgericht te houden en tegelijkertijd efficiënt te werken.
In deze presentatie worden enkele internationale onderzoeken op dit gebied behandeld die aantonen wat o.a. de voordelen van CCM zijn.
PostNL presenteert haar visie op de materie en verteld over het systeem dat zij aan het bouwen zijn om hun klanten te helpen met hun multichannel communicatie.
Wilt u meer weten? Neem contact op met Canon Nederland. Tel. 073-6815815.
Canon for Business 2014
Op 26 november 2014 vond in Düsseldorf het tweede internationale evenement over Information Management plaats, georganiseerd door Canon.
Op het evenement waren diversen parallelsessies over specifieke onderwerpen waarbij externe experts en klanten van Canon vertelden over trends en ervaringen.
CUSTOMER COMMUNICATIONS MANAGEMENT DELIVERING A CONSISTENT CUSTOMER EXPERIENCE ACROSS MULTIPLE CHANNELS WITH TRUE PERSONALISATION
MANUEL SANCHEZ EUROPEAN SOLUTIONS MARKETING PROFESSIONAL, CANON EUROPE
AGENDA
Market Trends
Trends and best practices in Customer Communications Management
The Success Stories
Increasing customer satisfaction at PostNL
Canon’s View on CCM
Canon’s vision on Customer Communications Management.
Summary
A chance to elaborate on solutions further in the consultancy area
Communications Overview www.infotrends.com
Transactional Communications
Promotional Communications
Existing customer relationship Retention
Maximising life time value
Campaign-driven Acquisition
Maximising conversion rates
• Bills• Statements• Policies• Renewals / Cancellations• Claim correspondence• Pension overviews• Mobile business apps• Etc.
• E-mail newsletters• Direct mail• Onserts/inserts• Welcome kits• Mobile messages• Etc.
• Direct mail• Catalogues• Brochures• E-mail• Posters, banners• Etc.
CCM space
~€5B ~€20B
1
2
3
4
Customer Communications Management Overview
www.infotrends.com
DATA CAPTURE & ANALYTICS
• Capturing / Data Mining
• Data integration
• Customer Segmentation& Analysis
1
2
3
4
Customer Communications Management Overview
www.infotrends.com
CUSTOMIZED COMMUNICATIONS
Structured, on-demand or interactive
On-statement messaging (blending personalised information with transactional data)
Not limited to print; rich media (e.g. personalised videos) can be embedded in electronic content
Quick Response Codes or Augmented Reality for additional interactivity
1
2
3
4
Customer Communications Management Overview
www.infotrends.com
MULTI CHANNEL PRODUCTION
Output across all channels
Content optimisation
Archiving & Retrieval
E-billing and mobile payment
1
2
3
4
Customer Communications Management Overview
www.infotrends.com
CHANNEL LISTENING & RESPONSE MANAGEMENT
Channel listening & monitoring
Feedback analysis
Trigger for additional actions or on-demand communications
CCM Benefits for Businesses
ANALYSE
DISTRIBUTE
customer
OPTIMISE
ENGAGE
INTERACT CREATE
Optimise Engagement • Increase the customer experience
through relevancy, timely andinteractive communications
• Optimise the lifetime value of thecustomer
Leverage All Channels • Higher customer
satisfaction through multi-channel content delivery andchannel synchronicity
Reduce Cost • Reduce IT cost through template-
based design and fulfilment• Workflow automation
More Control • Manage interactions
centrally• Align
communications
www.infotrends.com
Top CCM Implementation Challenges
Management of Communications
Funding
Long Implementation Cycles
Limited understanding of costs
Dealing with regulatory
requirements
Patched IT Infrastructures
& Legacy Systems
Getting Marketing Aligned
www.infotrends.com
Advancing your CCM strategy www.infotrends.com
Print to Digital
Single to Multi Channel
Multi-Channel Synchronicity
Centralised Communications Hub
Implementation Complexity
Customer Engagement
Customer Engagement Strategy
Majority of businesses
Leaders
Requires CCM Centre of Excellence
Relevant, consistent and appropriate content delivered via the customers’ preferred channels
Authentic, purposeful and engaging communications that optimise the lifetime value of the customer
Advancing your CCM strategy www.infotrends.com
Print to Digital
Single to Multi Channel
Multi-Channel Synchronicity
Centralised Communications Hub
Implementation Complexity
Customer Engagement
Customer Engagement Strategy
Majority of businesses
Leaders
Requires CCM Centre of Excellence
Relevant, consistent and appropriate content delivered via the customers’ preferred channels
Authentic, purposeful and engaging communications that optimise the lifetime value of the customer
1
2
3
4
5
Where do you see yourself?
Customer Satisfaction is the Net Results of all CXs
Unacceptable
Acceptable
More than acceptable
Dissatisfaction
Satisfaction
Delight
Performance Level
Customer Experience Level
= Zone of tolerance = Customer Experience
Source: based on Zone of Tolerance, Robert Johnston and Graham Clark, 2008.
www.infotrends.com
The “Zone of Tolerance” is Shifting
Unacceptable
Acceptable
More than acceptable
Dissatisfaction
Satisfaction
Delight
Performance Level
Customer Experience Level
= Zone of tolerance = Customer Experience
Source: based on Zone of Tolerance, Robert Johnston and Graham Clark, 2008.
www.infotrends.com
Shift
PAST TODAY
Acceptable
More than acceptable
Satisfaction
Delight
CCM Excellence Requires a Holistic View Encompassing an Internal and External Perspective
1. Operational Excellence 2. Maximised Customer Life-Time Value (CLV)
3. Optimising Customer Experiences (CX)
CCM Excellence Internal Perspective
External Perspective
INFORMATION AT WORK
THE SUCCESS STORIES PETER PAUL BOS Manager Productdevelopment, POSTNL
What do our clients want
Increased cashflow: they want faster payments and also lower costs in the document chain
Customer experience and satisfaction increase: documents and invoices as part of the customer journey
Fast time to market of new channels and document changes
Data
Database with document building blocks
Control
Customer contact centre
Digital
Archive
Document and workflow creation by sender
dynamic email
Multi channel design
Interactive correspondence
Business trigger
Approval workflow
Output
…is this distinctive?
We conduct research about your customers….
Our research shows that customers prefer to receive communication from insurance companies via post and digital
47%
28%
24%
7%
2%
2%
1%
1%
Post
Both post and digital
Company website portal
FiNBOX/Internetbanking
No idea
App
Other
Hi, my name is Lisette de Vries…
Invoices and payments via email
No newsletters, but updates via facebook
Payment reminders via a DM at Twitter
Payment reminders via a text message
Hand in declarations iPad app
Insurance policy via post
Henk Jansen Insurance policy via post
Handle declarations via FiNBOX
Corporate magazine at his iPad app
Payments reminders via a text message
Receive a newsletter via email
Organize payments via AcceptEmail
Hi, my name is Henk Jansen…
Easyness is the driver of digital receivement of communication
62%
42%
41%
37%
34%
19%
4%
Easyness and speed of digital
Anytime and everywhere real time data
Environmental savings
Easy archiving and search possibilities
Free to use
No paper administration
Other
63% of the customers consider or will switch to another company if they receive irrelevant content and messages via email or post
* CMO Council, Why Relevance Drives Response And Relationships (2009)
Customers become promoters if they are served via their preferred channel, with the correct content and at the right moment
Promoters will purchase between 60% and 70% more
What if customer engagement is not the only channel strategy
objective
Stick or the carrot? with a discount, 34% of the customers switch to digital
34%
17%
16%
15%
10%
8%
More than €15
Not applicable
No case
€15 discount
€10 discount
€5 discount
49%
14%
14%
5%
6%
13%
Direct
Not applicable
No case
€1,25 per postletter
€2,50 per postletter
€5,00 per postletter
Stick or the carrot? 50% will switch to digital if a penalty will be charged
Channel introduction
Channel and content
optimization
Channel adoption
Channel rationalization
3 4 5
Channel integration
2 1
How can you support these
insights with technology
Collect preferences and apply them automatically
Connect to a plug and play document management platform
Configure the correct workflow via self service
Create appealing documents intuitively
Make document management part of the total “eco system”
Thank you for your time
INFORMATION AT WORK
CANON’S VIEW MANUEL SANCHEZ, CANON EUROPE
CANON’S VIEW – THE CHANGED LANDSCAPE
Communication channels are growing and adding complexity to existing business processes
Increase customer satisfaction through consistent messaging via multi-channel content delivery
Poor visibility over how other departments communicate can cause customer dissatisfaction
Take control of communications across your organisation
Customers expect relevant information and a personalised experience
Increase the customer experience and influence loyalty through timely and personalised communications
Customer retention is cheaper than customer acquisition and can enable cross-selling
Maximise the customer lifetime value by increasing retention and influencing loyalty
Optimise customer experiences
Leverage all channels
More Control Reduce Cost
IN SUMMARY – CCM PAIN POINTS
• Messaging notreaching the rightaudience in theirpreferred methodof communication
• Lack ofpersonalisedcustomerexperience
• Lack of visibility overthe quality ofbusiness criticalcommunications
• Branding guidelinesnot being followed
• Growing demandfor digitalcommunications
• Compliance withdatamanagementregulations
• Maintain yourcompetitive edge
Which of the following statements would you categorize as the top 3 reasons for your organization to implement a CCM strategy?
1. Messaging not reaching the right audience in their preferred method of communication2. Lack of personalised customer experience3. Lack of visibility over the quality of business critical communications4. Branding guidelines not being followed5. Growing demand for digital communications6. Meeting data management regulations7. Keep at least the same level of communications than
the Competition
Choose 3!
IN SUMMARY – HOW WE CAN HELP
Gain complete control over the way your organisation communicates with its customers
Increase the value of your business critical communications
IN SUMMARY – HOW WE CAN HELP
Gain full visibility of external communications to maximise up-selling and cross-selling opportunities
IN SUMMARY – HOW WE CAN HELP
Reduce operational costs by shifting towards automated digital communications
IN SUMMARY – HOW WE CAN HELP
Ensure privacy of communications and full compliance with complete audit trail of the entire communications process
IN SUMMARY – HOW WE CAN HELP
Stay ahead of the competition!
IN SUMMARY – HOW WE CAN HELP
• Gain completecontrol over theway yourorganisationcommunicateswith its customers
• Increase the valueof your businesscriticalcommunications
• Gain full visibility ofexternalcommunications tomaximise up-sellingand cross-sellingopportunities
• Reduceoperational costsby shiftingtowardsautomated digitalcommunications
• Ensure privacy ofcommunicationsand fullcompliance withcomplete audittrail of the entirecommunicationsprocess
• Stay ahead of thecompetition!
Let us show you how we can help you grow your business!
• Deliver ExceptionalCustomer Experience
• Gain CompetitiveAdvantage
• Meet RegulatoryCompliance
THANK YOU
THANK YOU
