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The Need for Optimized Multi-Channel CommunicationsKaspar Roos
Director of InfoTrends’ Customer Engagement Technology Advisory Service
June, 2015
1
Agenda
1. The Need for Multi-Channel Communications
2. People, Process & Technology: Implementation Considerations
3. Conclusions & Recommendations
2
The Need for Multi-Channel Communications
Current Practice?!
Transition from Static, Offset to Digital PrintAbility to reduce cost while adding personalized messaging
FuturePast
Digital “white paper in” solutionsPreprinted offset
Transactional Print Volumes in DeclineW.E. Transaction Pages (Billion of A4 equivalents)
Source: On Demand Printing Application Forecast 2013-2018, InfoTrends, 2014
Print Volume Development-4.9% CAGR ‘13-’18
Colour Migration in Full SwingW.E. Transaction Pages (Billion of A4 equivalents)
Source: On Demand Printing Application Forecast 2013-2018, InfoTrends, 2014
Colour Growth8.6% CAGR ‘13-’18
B&W in Decline-13.7% CAGR ’13-’18
Print Being Displaced by Electronic CommunicationsWhat % of your bill and statement volume falls into each of the following channels?
39.4%31.9%
33.2%
31.1%
27.4%37.0%
0%
20%
40%
60%
80%
100%
Today Two Years
N = 400 Western European Enterprises
Source: Customer Engagement State of the Market Study, InfoTrends, 2015
Electronic only
Both
Print only
48%33%
47%33% 37%
31%
35%
30%
37% 34%
22%32%
23%30% 30%
0%
20%
40%
60%
80%
100%
Germany Great Britain France Italy Netherlands
40%28%
37%24%
30%
30%
34%29%
33%30%
30%38% 34%
43% 40%
Trend Consistent Across CountriesWhat % of your bill and statement volume falls into each of the following channels?
’15 ‘17 ’15 ‘17 ’15 ‘17 ’15 ‘17 ’15 ‘17
N = 80 Enterprises per country
Source: Customer Engagement State of the Market Study, InfoTrends, 2015
Electronic only
Both
Print only
Germany France Great Britain Italy Netherlands
31% 36% 31%38% 32%
33%30% 35%
30%31%
36% 34% 34% 33% 37%
35% 39% 39%53%
37%
35%33% 35%
26%
33%
30% 27% 26% 21%30%
0%
20%
40%
60%
80%
100%
Financial Government Healthcare Insurance Util. & TelcoAxis Title
Trend Also Consistent Across Vertical IndustriesWhat % of your bill and statement volume falls into each of the following channels?
’15 ‘17 ’15 ‘17 ’15 ‘17 ’15 ‘17
Source: Customer Engagement State of the Market Study, InfoTrends, 2015
’15 ‘17
Electronic only
Both
Print only
Financial Government Healthcare Insurance Utilities & Telco
N= 99 96 71 51 83
Rise in Online Channels Makes Communications Difficult to ControlResearchers have identified over 40 different channels and counting!
Customer Communications Maturity Model
Offset to Digital Print
Single to Multi Channel
Multi-Channel Synchronicity
Centralized Communications Hub
Implementation Complexity
Business Impact
Customer Engagement Strategy
Majority of businesses
Leaders
Requires CCMCenter of Excellence
Relevant, consistent and
appropriate content
delivered via the customers’
preferred channels
Authentic, purposeful and engaging
communications that optimize the
lifetime value of the customer
Source: Overcoming Implementation Challenges in of CCM Solutions in Enterprises, InfoTrends 2013
People, Process & Technology: Implementation Considerations
Implementing Multi-Channel CommunicationsCCM / CET Implementations all about People, Process & Technology
• CCM Centre of Excellence
• Bus. Enablement
PROCESS
• Data Siloes
• Content Mgmt
• Centralization of Communications
• Data Analytics
• Self-service
• Multi-Channel; Mobile, Social
PEOPLE
TECHNOLOGY
People: Control & GovernanceKey Best Practices
• Enable Business Users to update, change and modify templates themselves
– Reduces strain on IT
– Gives LOB / Marketers more agility and control
– Use web / thin interfaces to
• Create CCM Centre of Excellence
– Cross-functional team consisting of marketing, IT, legal, customer insight, business users
– Experts in CCM; hence, CCM Centre of Excellence
– Advisory role on new communication development / CCM implementation
– Ensure consistency in style, content, messaging
8.8% of European respondents is planning to start a CCM Centre of Excellence in ‘15-’16
Source: Overcoming Implementation Challenges in of CCM Solutions in Enterprises, InfoTrends 2013
CCM Ownership: Currently at LOB, evolving into C-suite
Central (Corporate)
Decentral (Business Unit)
Advisory Executive
• Product manager at LOB• Head of Department• VP / Sr. VP of LOB
(Budget Responsibility)
• Chief Customer Officer • CCM Governance Group• Chief Marketing Officer
• Print Operations (In-plants)• CCM Project Bureau• CCM Centre of Excellence
• CCM Communications Lead• Subject Matter Expert• Project Manager
COORDINATION
DECISION POWER
Process: Review Your Content Strategy Typical Approach
• Template Redesign
– Port legacy applications over to modern looking multi-channel templates
– Update existing templates, e.g. because of legislative changes
– Enable business users to manage templates / communications themselves
• Channel preference management
– Identify and store customer preferences
– Honouring preferences
• Composition or Post-Composition
– Execute on multi-channel distribution
– Composition typically preferred; Post-Comp often seen as “quick-fix”
Time to Change TemplatesDesire for business users to own communications
3.0
6.3
14.1
0
3
6
9
12
15
Small Template Change Major Template Change CCM system implementation
Months
Source: Customer Engagement State of the Market Study, InfoTrends, 2015
N = 400 Enterprises in Western Europe
Less than 8% of businesses allow business users to make template changes without IT involvement
11 months/average for companies that have own IT (vs. outsourced)
Customer Preference ManagementMost do – but challenges remain
Yes, 49%
No, 32%
Don't know, 20%
Single "master" system, 36%
Built on top of multiple systems, 41%
Implemented at LOB, 10%
Don't know, 12%
19%of communication preferences
cannot be honoured because of IT challenges
Source: Customer Engagement State of the Market Study, InfoTrends, 2015
Corporate System in Place?Manage Preferences?
Centralization of communicationsTypically two options available:
• Upstream
– At the Line of Business level
– Typically CRM, ERP or Financial Systems
– Business / Marketing-driven
• Benefits:
– Close to customers
– Leverage customer profile data
– Easy to embed digital, interactive, marketing communications
• Disadvantages:
– Risk of redundancies
– Systems are usually cobbled together
– Hard to include structured communications
• Downstream
– At the production level
– Typically Composition System, Output Management system, or Archive
– Compliance or cost-driven
• Benefits:
– Logical place to consolidate high-volume print streams
– Reduce cost through postal optimization and e-delivery
– Relatively easy to track communications
– Relatively easy to implement and change
• Disadvantages:
– Difficult to include business or interactive communications
– Difficult to include mobile or marketing messages
– Channel Preference Management might be an issue
17%
21%
26%
28%
31%
35%
0% 10% 20% 30% 40%
Concatenation
Batching
Commingling
Tracking and tracing individual documentsthroughout production
Tracking/reporting for legal compliance
Postal and print optimization
Importance of Print OptimizationQ: Have you or your service provider implemented the following capabilities in your print production process?
N = 739 Respondents who are influencers, decision makers, or budget holders in transactional or interactive/customer correspondence communications
Multiple Responses Permitted
Source: Customer Engagement State of the Market Study, InfoTrends, 2015
Yes, 30%
No, but planning, 27%
No, not planning, 21%
Don't know, 22%
Adding Mobile Provides Flexibility at Lower Cost
Q: Do you use composition platforms for the creation, management, and deployment of mobile apps?
N = 800 Respondents
Source: Customer Engagement State of the Market Study, InfoTrends, 2015
• Developing Mobile Apps in Composition Platform offers many benefits
– Flexibility (60%)
– Lower cost (50%)
– Quicker to develop / deploy (41%)
• Embedding mobile as a channel in the structured communications process makes a lot of sense
– Expect mobile to become as important as e-Mail attachment delivery
Importance of Delivery Channels1 = not at all, 2 = minimally, 3 = moderately, 4 = extremely
2.4 2.5 2.6 2.7 2.8 2.9 3.0 3.1
Desktop web portal
Mobile-optimised web portal
Mobile native app
e-Mail attachment
N = 800 Respondents
Source: Customer Engagement State of the Market Study, InfoTrends, 2015
2015
2017
Conclusions & Recommendations
ConclusionsMulti-Channel communications bring benefit but can be difficult to control
• Optimizing Multi-Channel Brings Many Benefits
– Better customer experience, channels of choice
– Put customers in control, e.g. through self-service
– Create customer loyalty
– Obtain cost savings, e.g. shift to electronic and mobile, but also postal
• Multi-Channel Communications are Difficult to Manage & Control
– Complexities in technology, channels and messaging
– Technology is important but people and processes are equally as important!
RecommendationsThree steps for better multi-channel communications: control, govern, and optimize
1. CONTROL 2. GOVERN 3. OPTIMIZE
Modern Platforms & Customer Insights
Use modern composition platforms & data analytics to make communications more actionable
CCM Centre of Excellence
Create cross-functional teams for consistent style, branding and messaging
Centralized Communications Hub
Track and manage communications and channel preferences holistically
• Project managers with long tenure
• Change mgmt. policy• Flexible processes
Develop Corporate Communications Center of Excellence
Design
Consultation
Project Management
Liaison
• Marketing & Customer Engagement Strategy
• Design expertise• CCM tech standards & common
elements• Branding, style and messaging
• Project planning resource• Business requirements
definition assistance
• Central point of contact between document owner, IT, legal, compliance, marketing, and other stakeholders
29
Thank You!
Any Questions?
@kasparroos
kaspar.roos@infotrends.com
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