CUSTOMER COMMUNICATIONS MANAGEMENT

BETTER BUSINESS PROCESSES

CUSTOMER COMMUNICATIONS MANAGEMENT (CCM)Delivering a consistent customer experience across multiple channels with true personalisation

BUILD CUSTOMER LOYALTY AND STRENGTHEN YOUR BUSINESS

THE CCM LANDSCAPE IS CHANGING

CUSTOMERS EXPECT MORE

If you want to get heard and you want to stand out from the crowd, your messages have to be relevant and personalised

Loyalty isn’t easily won

AND IN THE RIGHT PLACE, AT THE RIGHT TIME

There are more channels

than ever before

And that message needs to be consistent

You need to pick the right mix to

get your message across

CONFLICTING MESSAGES CONFUSE CUSTOMERS

When different departments say different things, the customer goes

somewhere different for a solution

A coordinated approach gives you

more control

WINNING NEW BUSINESS COSTS MORE THAN GROWING EXISTING BUSINESS

Reduce costs by retaining customers

EFFICIENT USE & RE-USE OF CONTENT CAN DRIVE SAVINGS TOO

INFORMATION AT WORKOn 3 July 2014 Canon hosted an event to bring together industry experts and technology leaders to discuss opportunities and share insights around Information Management – including Customer Communications Management (CCM)

CCM SEMINAR OVERVIEW1. DECENTRALISED COMMUNICATIONS2. MULTI-CHANNEL DEMANDS3. COMPLEXITY

1. DECENTRALISED COMMUNICATIONS

How easy is it to ensure greater integration and messaging consistency with each stakeholder across multi-department and sometimes multi-region campaigns?

2. MULTI-CHANNEL DEMANDSHow can organisations ensure their marketing message is hitting the right people in the medium – reaching out to customers in the way they want to be reached?

3. COMPLEXITY

How can organisations avoid increasing the complexity of enterprise communications with point solutions? Is there a ‘big fix’?

THE SPEAKERS INCLUDED:

Adam GillbeEuropean Strategic Communications Director

Canon Europe

Kaspar RoosDirector

InfoTrends Production

A specialist in forecasting CCM market trends

Manfred SennManaging Director

Mapro AG

A Canon customer with a success story to share

THEY TALKED ABOUT...

CHANNEL LISTENING & RESPONSE MANAGEMENT

• Channel listening & monitoring

• Feedback analysis

• Trigger for additional actions or on-demand communications

MULTI CHANNEL PRODUCTION

• Output across all channels

• Content optimisation

• Archiving & Retreival

• E-billing and mobile payment

CUSTOMISED 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

DATA CAPTURE & ANALYTICS

• Capturing / Data Mining

• Data integration

• Customer Segmentation & Analysis

CUSTOMER COMMUNICATION MANAGEMENT OVERVIEW

Source: InfoTrends

MORE CONTROL

• Manage interactions centrally

• Align communications

ANALYSE

DISTRIBUTE

INTERACT CREATE

OPTIMISE

ENGAGE

LEVERAGE ALL CHANNELS

• Higher customer satisfaction through multi-channel content delivery and channel synchronicity

Source: InfoTrends

OPTIMISE ENGAGEMENT

• Increase the customer experience through relevancy, timely and interactive communications

• Optimise the lifetime value of the customer

REDUCE COST

• Reduce IT cost through template-based design and fulfilment

• Workflow automation

CCM BENEFITS FOR BUSINESSES

IT’S HARDER THAN EVER TO MAINTAIN A COMPETITIVE EDGE

• Messaging not reaching the right audience in their preferred method of communication

• Lack of personalised customer experience

THE KEY CHALLENGES CCM FACES

• Lack of visibility over the quality of business-critical communications

• Branding guidelines not being followed

• Growing demand for digital communications

• Compliance with data management regulations

WHAT A WELL-RUN CCM PROGRAMME DELIVERS

• Complete control over the way your organisation communicates with its customers

• Better value from business-critical communications

• Full visibility of external communications which helps to maximise up-selling and cross-selling opportunities

• Reduced operational costs as a result of shifting towards automated digital communications

• Privacy of communications and full compliance with complete audit trail of the entire communications process

HOW CCM EXCELLENCE IS A TEAM EFFORT• The person who pays for the infrastructure is not necessarily

the person using it the most

• Everyone wants and needs a say

• Consider creating a CCM centre of excellence: a cross-team group working together to develop best practice

Implementation Complexity

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

Print to Digital

Single to Multi Channel

Multi ChannelSynchronicity

CentralisedCommunications Hub

CustomerEngagement Strategy

Source: Overcoming Implementation Challenges in of CCM Solutions in Enterprises, InfoTrends 2013

A STRATEGY FOR IMPLEMENTING CCMCustomer Engagement

MAPRO AG CASE STUDY Multi-Channel communications in action

A Swiss Digital Printing, 3D Animation & Graphic Design Business with B2B clients

THE CHALLENGE

Mapro AG needed to reframe

its approach to multi-channel

communications

THE CHANGEA shift of focus to personalised digital print at the heart of cross-media campaigns combining Canon hardware with DirectSmile software

Mapro AG added value to printed products by connecting to the web (print2web)

And Mapro AG’s collaboration with Canon led to Mapro reinventing itself as a full service provider of creative animation and print

…so high that the organisers decided to extend the

event to 2 days

A cross-media campaign to attract attendees to an

event achieved record levels of interest

and attendance...

THE RESULTS• Direct Mail with a high response rate

• Up from an average of 2–3% to 10–12%

“THE COLLABORATION WITH CANON OPENED THE DOOR FOR US TO AN ENORMOUS OPPORTUNITY IN A FUTURE-ORIENTED CROSS-MEDIA MARKET. CANON IS A DEPENDABLE AND COMPETENT PARTNER FOR WHOM OFFERING CREATIVE IDEAS AND VISIONS FOR ITS CUSTOMERS IS AT THE HEART OF ITS DAY-TO-DAY BUSINESS. WE’VE COME TO SEE THE TEAM AT CANON AS SUPPORTIVE FRIENDS.”

MANFRED SENNMANAGING DIRECTOR OF MAPRO AG

MORE INFORMATIONIf you are an existing Canon customer, please contact your account manager to find out how better Customer Communications Management can transform your business

Or contact us on:canon.solutions@canon-europe.comcanon-europe.com/For_Work