Customer communications management strategy

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1. CCM: A strategic choice that needs expertise David Geleyn EDP 12 February 2015 Copyright 2014 Scriptura Engage 2. Agenda Copyright 2014 Scriptura Engage Intro Results Kodu Experience Questions 10 Insights 3. Copyright 2014 Scriptura Engage 4. Who is David Geleyn? Copyright 2014 Scriptura Engage 5. Copyright 2014 Scriptura Engage 6. Copyright 2014 Scriptura Engage Customer Communications Management (CCM) http://en.wikipedia.org/wiki/Customer_communications_management 7. Copyright 2014 Scriptura Engage A customer experience provided by a fictive construction company The Kodu Experience 8. Copyright 2014 Scriptura Engage 9. Copyright 2014 Scriptura Engage Building a home starts with a dream 10. Request Proposal Copyright 2014 Inventive Designers #01 A form is a channel of communication, particulary in a self-service world. #02 Always ask for the communication preference of a potential customer. 11. Request Proposal Copyright 2014 Scriptura Engage #03 Guide the user as much as possible with an intelligent form 12. Request Proposal Copyright 2014 Scriptura Engage #04 Your CCM platform should allow you to design forms in an easy-to-use graphical designer. 13. Request Confirmation Copyright 2014 Scriptura Engage #05 Use the communication preference in every touch point. Only send email in case customer preferred digital communication. 14. Request Confirmation Copyright 2014 Scriptura Engage #06 Your CCM platform should allow you to design emails in an easy-to-use graphical designer. 15. CCM Platform Analytics Copyright 2014 Scriptura Engage #07 You should have all information about your communication processes accessible all the time! 16. Create Proposal Copyright 2014 Scriptura Engage Pages are not editable Pages can only change with data manipulations 17. Create Proposal Interactive Composition Copyright 2014 Scriptura Engage #08 Make sure your CCM platform allows your back office employees to interactively compose a document (within boundaries) 18. Create Proposal Interactive Composition Copyright 2014 Scriptura Engage 19. Proposal Copyright 2014 Scriptura Engage #09 Your CCM platform should allow you to send documents as attachments in the email or as links to your website in the emails. 20. Create Appointment Copyright 2014 Scriptura Engage #10 HTML 5 forms can also be integrated in you business applications to start communications. 21. Appointment Copyright 2014 Scriptura Engage #11 From a customer experience perspective, it is useful that an appointment can be added to calendar with ease 22. Copyright 2014 Scriptura Engage Building a home comes with invoices 23. Invoice Copyright 2014 Scriptura Engage #12Your CCM platform should allow the usage of graphical features to make your communications more appealing #12 24. Invoice One Template Multiple Brands Copyright 2014 Scriptura Engage 25. Invoice One Template Multiple Brands Copyright 2014 Scriptura Engage #13 A CCM platform should allow you to use styles to support multiple brands or to quickly change the look and feel of your communications (as part of a rebranding exercise) 26. Invoice - One Template Multiple Languages Copyright 2014 Scriptura Engage 27. Invoice - One Template Multiple Languages Copyright 2014 Scriptura Engage #15 A CCM platform should allow you to use multiple languages in one template to allow efficient design and maintenance of templates. 28. Invoice Opened or not? Copyright 2014 Scriptura Engage If your email contains links, the usage of those links (images or hyperlinks) must be tracked by the CCM platform #12 29. Mobile App Copyright 2014 Scriptura Engage #16 Dont make mobile communication a separate responsibility in your organization! 30. Invoice - Mobile Copyright 2014 Scriptura Engage #17 Why reading a PDF file on a device thats designed to interact with? 31. Invoice Interactive on Mobile Copyright 2014 Scriptura Engage 32. Invoice Interactive on Mobile Copyright 2014 Scriptura Engage #18 A CCM platform should allow you to design dynamic and interactive communications 33. Contest Copyright 2014 Scriptura Engage #19 A push notification is a channel of communication #20 Your CCM platform should make integration with Google, Android and Windows push notification services easy. 34. Contest Copyright 2014 Scriptura Engage #22 A mobile form should be able to use the capabilities of the device such as a camera or a GPS. 35. Contest Copyright 2014 Scriptura Engage #23 A CCM platform should allow you to design, compose and deliver mobile forms 36. Tickets Copyright 2014 Scriptura Engage #24 A CCM platform should allow you to design, compose and deliver SMS messages and notifications 37. The Kodu Experience Copyright 2014 Scriptura Engage Tickets Winner Confirmation Contest Form Contest Invitation Invoice Appointment Confirmation Proposal Request Proposal Confirmation Request Proposal Form 38. Copyright 2014 Scriptura Engage The 10+ Insights 39. Insight #1 Centralize Communication Copyright 2014 Scriptura Engage Departments Communication Tools Channels customer organization InformSellService SearchChooseUse Centralized Communication Platform 40. Insight #2 Dont Forget Maintenance Copyright 2014 Scriptura Engage languages brands document types templates 41. Maintenance Efficiency Enabling Features Copyright 2014 Scriptura Engage Multiple Language SupportStyles Reusable Objects Process Builder 42. Insight #3 A CCM Platform Empowers the Business Users Copyright 2014 Scriptura Engage 43. Insight #4 A CCM platform integrates into your environment Copyright 2014 Scriptura Engage 44. Insight #5 A CCM platform enables Copyright 2014 Scriptura Engage Wording & Structure Layout: Look & Feel But it is not the magical solution 45. Results Copyright 2014 Scriptura Engage Letters +17% Calls -13% Letters +18% Calls -24% 46. Insight #6 A CCM platform orchestrates channels Copyright 2014 Scriptura Engage Its not only about the channels, but also about the interaction between channels (communication schedules) 47. Communication Schedules: Simple Example Copyright 2014 Scriptura Engage Email Done Send email to known email address & dont care about bounces or opened links 48. Communication Schedules: Extensive Example Copyright 2014 Scriptura Engage Send email to known email address & monitor bounces and opened links If bounced, send printed letter via the postal office Include QR barcode in letter with link to form to update email address Email Central Print Form Done We tried contacting you on your email address john.doe@host.com but failed. If you want to correct your address or want us to stop trying, visit www.koduconstruct.com/john.doe or scan the barcode to go there directly. 49. Communication Schedules: Complex Example Copyright 2014 Scriptura Engage Email SMS Form Email Central Print Form Done Send email to known email address & monitor bounce, open and click behavior If bounced, send email with link to form to update email address Update personal details, including email address Send email to new email address & monitor bounce, open and click behavior If not read within 3 days, send printed letter via the postal office Include QR barcode with link to form to update email address These kind of communication schedules should be easily configurable within the CCM platform 50. Insight #7 A CCM Platform provides valuable information Copyright 2014 Scriptura Engage 51. Insight #8 A CCM Platform implements a vision Copyright 2014 Scriptura Engage Vision Develop a vision around customer communication management > Establish a CCM Center of Excellence > Digital communication is a journey, not a destination 52. Insight #9 A CCM platform isnt built in a day Copyright 2014 Scriptura Engage Start Small Grow Big Identify key projects and key integrations > Learn as you grow > Grow a supporter base > Increase your success rate Implement per project with vision in mind 53. Insight #10 A CCM platform is not the only success factor Copyright 2014 Scriptura Engage Success Factors of a CCM Project 54. Insight #11 A CCM platform needs a Center of Excellence Copyright 2014 Scriptura Engage Involve all stakeholders 55. Insight #12 A CCM platform evolves with its stakeholders Copyright 2014 Scriptura Engage Future Starts Now Change is inevitable > Expectations of your customer will change > Expectations of your employees will change Choose an innovative CCM vendor that has a focus on communication now and in the future > New releases on a regular basis > Stakeholder involvement (users, partners,) 56. Insights Copyright 2014 Scriptura Engage A CCM platform Centralizes communication Makes maintenance efficient Empowers the business users Integrates into your environment Enables Orchestrates channels A CCM platform Provides valuable information Implements a vision Isnt built in a day Is not the only success factor Needs a center of excellence Evolves with its stakeholders 57. Copyright 2014 Scriptura Engage Results 58. Results to expect from a successful CCM Implementation Copyright 2014 Scriptura Engage > Increased customer experience > Reduced operational cost due to consolidation of different tools > Increased transparency about the communication process (costs, channels,) > Reduced dependency on IT & shorter time to market as business are empowered 59. Questions? Click here for more information: Copyright 2014 Scriptura Engage www.scripturaengage.com