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© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Your customer engagement transformation starts here
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Best practices for multichannel communications Anastasiya Zdzitavetskaya/ September 22, 2014
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3Engage 2014
Agenda
• Why Multichannel?
• Design
• Composition and Delivery
• Content Management and Advanced Personalization
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4Engage 2014
Multichannel Design & Delivery
Scenarios
• Banking customer wants to send email notification that a new statement is available
• Insurance company wants to send claims status notification via email
• Telco sends integrated marketing campaigns including HTML email
8.6 Multichannel Deign & Delivery
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5Engage 2014
Growth
Decline
More channels equals more opportunities to communicate with customers
Move to the multi-channel future
Your communication strategy
needs to be heading here
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6Engage 2014
Why Multichannel? Exstream 8.6
Container based designPain Impact
Customers are moving to mobile and electronic and demanding relationships through those channels
Difficulty in supporting customer preferences, diminished customer experience
Consumers expect more sophistication in their interactions
Customers are no longer satisfied with a static presentation of communications; they are looking for the option for a conversation and not a monologue
Opportunity to migrate consumers to lower cost, secure electronic channels for communications and service
Increasing pressure to reduce costs by eliminating print and mail
Print and postage represent more than 80% of a communication’s cost
Siloed processes for creating communications across all channels (mobile, web, print)
Replicated content and design. Redundant effort and platforms increases cost and compliance risk
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7Engage 2014
Target Applications
Time-sensitive, interactive, optimized for mobile
Utilities
• Confirmations
• Service Alerts
• Account notifications
• Energy Efficiency tips
• Marketing offers
• Mobile apps
• Statements
• Account openings
Public Sector
• Confirmations
• Appointments
• Notices
• Eligibility Services
• Benefits Status
• Mobile Apps
Healthcare
• Preventative Care and wellness notices
• Reminder Notices
• Account notifications
• Mobile Apps
Financial Services
• Confirmations
• Account Notifications
• Marketing offers
• Mobile apps
• Statements
• Account openings
Insurance
• Quotes
• Claims notices
• Confirmations
• Renewals
• Marketing offers
• Mobile apps
• Claims
• Account openings
Telecom
• Confirmations
• Account alerts
• Notices
• Marketing offers
• Service plan information
• Mobile apps
• Statements
• Account openings
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8Engage 2014
HP Exstream platform
Workflow and Process Automation
Analytics / Insight / Targeting
HP Exstream• Structured • On-demand• Interactive
Delivery channel
Print and mail
Mobile
Social
Web
Personalized video
Digital Mailbox
Autonomy ECM / WCM
ECM repositories
Business systems
CRM
Web systems
Enterprise content
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9Engage 2014EOB Notifications
Statement Notifications
‘Integrated’ Marketing
Use Case Examples
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10Engage 2014
DESIGN
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11Engage 2014
Present content in a channel appropriate wayEach channel provides unique opportunities for communication
One message: different content, formatting, layout
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.12Engage 2014
Designing for flexible presentation with Container Based Design
Flexible Presentation Design
Traditional Design: Static LayoutContent flows to fill static containers
Container Based Design: Dynamic LayoutFlexible containers fill the screen
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13Engage 2014
Design for HTML and HTML email output
Container-based design
Introduced in 8.5, enhanced in 8.6• New design layout for creating HTML and
HTML emails
• Design objects are synchronized between layouts
• Have multiple container layouts for differentviewing devices
• Design remains consistent across all channels
• Go straight to HTML or HTML emailor Transform to Dynamic Communications
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14Engage 2014
Why Container-based design?
Containers break the boundaries & limitations of page-centric design
• Containers are not bound by measurement or positioning constraints
• Deliver to many different channels from a single design with multiple views
• Users can design specifically for the device
• Provides customers with true channel independence with regard to content of customer communications
Present content in a channel appropriate way
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.15Engage 2014
CBD HTML for Web
Notice of Action Document
Container-Based
Design
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16Engage 2014
CBD HTML EMAIL
Vehicle Services Brochure
Container-Based
Design
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17Engage 2014
Container-based design
Benefits to customers• Allows reuse of traditional print design content for other
channels – true design once, deliver anywhere
• Enables output optimization for the intended channel or device
− Users can quickly and easily design emails compliant with all major email clients
− Absolute positioning provides control over layout and placement of content in HTML destined for web browsers
• Nesting of containers allow complete flexibility in electronic designs
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18Engage 2014
Transform your HTML communication
Beyond HTML: dynamic communications
Design once, deliver anywhere (again)• Optional transform capabilities on HTML output
• Bring interactivity to your communications
• Charts, graphs, and tables become interactive
• Embed video, JavaScript and custom controls
• And create engaging, dynamic communications
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.19Engage 2014
Interactive dynamic presentation of content
Dynamic communications
Any Device, Anywhere Embeddable component • Web Portal, mobile application, social media (Facebook)
Dynamic presentation • Drill down, interactive, integrated multi-media, tracking• Snap-shot and real-time data• Adapt to device and context
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.20Engage 2014
Dynamic Communications
HP Exstream
Use Case Examples
• Dynamic statements for banks, telcos, and utilities.
• Mobile app / web experience with dynamic charts and transaction tables; sort, filter, and drill down into details
• New account opening for multiple industries
• Dynamic, electronic welcome package that guides consumer through what to do / expect after opening account. Integration of hyperlinked documents, video, etc.
• Insurance claims
• Dynamic interaction that guides consumer through what to do / expect in claims process. Include smart video, forms, requests for information, status notifications, etc.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.21Engage 2014
COMPOSITION and DELIVERY
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.22Engage 2014
Assured electronic communications
Delivery
Use Case Examples
• Banking companies want to deliver HTML emails and SMS messages to customers
• A large insurance provider wants to track email delivery and follow up with a print communication should email fail
• A Telco in Latin America needs to push communications to document and archive repositories
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.23Engage 2014
Delivery of customer communications
Pain Impact
Disparate solutions to delivercommunications to various destinations
No cohesive solution: Additional strain on IT resources to support various destinations such as email delivery, archive, repository, etc.
No ability to get a 360 degree view of customer communications
Limited insight: Large IT effort to enable dashboard across solutions or redundant efforts to pull logging data
Difficulty moving to electronic channels due to regulations
Lack of assured delivery: Business struggle to balance cost savings of electronic channels vs. reliability of print
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.24Engage 2014
Command Center is the solution to automate and
Command Center and Delivery Manager
Command Center
Command Center allows customers to easily automate and orchestrate Exstream production processes
Delivery Manager
Delivery Manager is the communication hub for electronic delivery
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.25Engage 2014
HP Exstream Delivery Manager
HP ExstreamHTML & Multichannel communications
ComposedEmail Request
System Request
Delivery Status
Retrieval
Email Delivery PartnerElectronic Delivery Tracking
Alternate
Output 61
54
3
Command CenterJob Orchestration
Delivery ManagerJob Delivery
2
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.26Engage 2014
Utilizing HP Exstream’s Command Center and Delivery Manager
Orchestration and delivery
Command Center overview
Orchestration solution for HP Exstream engines
• Job triggering
− Intelligent monitoring of production triggers, such as ‘submit’ on a webpage, arrival of specific data file, or internal document request
• Job notification and reporting
− Consolidated and configurable reports on all messages and events that can be delivered to a person or destination
• Job scheduler
− Organize production jobs with a built-in job scheduler for finite control of HP Exstream
• Optional Delivery Manager add on
− Delivery of business-critical documents to electronic destinations
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.27Engage 2014
Utilizing HP Exstream’s Command Center and Delivery Manager
Orchestration and delivery
Delivery Manager overview
Delivery of multichannel communications
• Deliver electronic communications to common protocols
− SMTP, HTTP/S, SMPP, CMIS
• Bounce detection on SMTP
− Respond with an alternate communication should a bounce occur
• Utilize Command Center job notification and reporting
− Gather detailed reports of a job’s history
HP Exstreammultichannel
Delivery Manager
SMS text
Other digital channel
Tracking and response information
• HTML email• SMS• Etc.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.28Engage 2014
Content Management and Advanced Personalization
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.29Engage 2014
Deliver consistent experience across web, mobile and print
Personalized Multichannel Content
Web page Print itinerary
HTML email
Mobile
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.30Engage 2014
Content Source
HP Exstream
Define and manage content in a channel neutral wayLeverage managed content “in place”
PDF XML
DOCXHTML
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.31Engage 2014
HP Exstream HP Exstream
Engine
Define and manage content in a channel neutral wayUse Containers to create device appropriate presentations
Content Source
IMAGES
DXF
PDF XML
DOCXHTML
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.32Engage 2014
HP Exstream
LiveSite TeamSite ConnectorConsistent, compelling, targeted content across all channels
Autonomy LiveSite/TeamSite
Mobile Apps
Print/Mail
Web
SMS
Social
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.33Engage 2014
HP Exstream LiveSite Connector
LiveSite Content with Connector • Business users contribute content in browser-
based tool, TeamSite
• Exstream requests specific content using LiveSite Connector
− Asset ID, keyword, or metadata
• Use content managed in TeamSite/LiveSite for Exstream communications
• Use LiveSite for advanced content targeting and analytics for super personalization
Content Targeting with LiveSite• Use LiveSite targeting services to drive behavior-
driven (IMPLICIT) personalization
• Exstream requests content and LiveSite offers suggestions based on analytics (profiles, IDOL insights, etc.)
• Leverage more sources of info about a consumer to drive personalization of communications
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.34Engage 2014
Analytics provide insight to drive targeted content and messages
Analytics and Advanced Personalization
Analyze
Email Mobile Web Print
Plan
•Response• Insight
Design
•Context•Relevance•Placement
Develop
•Content reuse
•Testing
Publish
•Channel preference
•Channel-specific formatting
Deliver
•Multichannel•Track
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
THANK YOU
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.36Engage 2014
Call to action
Use Containers to present content in a channel appropriate way• Utilize HP Exstream containers for HTML email and Dynamic Communications
• Output settings for HTML and HTML email
Use Command Center for job execution• Define and manage jobs
• Generate report files for composition and delivery events
Use Delivery Manager for delivery• Setup of delivery channel properties
• Bounce detection for email and other channel types
Use LiveSite Connector for content management and advanced personalization• Utilize assets from Teamsite in Exstream
• Use LiveSite connector to incorporate highly personalized content