Channel Communications Kaspar Roos Director of InfoTrends Customer - - PowerPoint PPT Presentation
The Need for Optimized Multi- Channel Communications Kaspar Roos Director of InfoTrends Customer Engagement Technology Advisory Service June, 2015 1 Agenda 1. The Need for Multi-Channel Communications 2. People, Process & Technology:
Kaspar Roos Director of InfoTrends’ Customer Engagement Technology Advisory Service June, 2015
1 Agenda
Current Practice?!
Transition from Static, Offset to Digital Print
Ability to reduce cost while adding personalized messaging Future Past Digital “white paper in” solutions Preprinted offset
Transactional Print Volumes in Decline
W.E. Transaction Pages (Billion of A4 equivalents)
Source: On Demand Printing Application Forecast 2013-2018, InfoTrends, 2014
Print Volume Development
Colour Migration in Full Swing
W.E. Transaction Pages (Billion of A4 equivalents)
Source: On Demand Printing Application Forecast 2013-2018, InfoTrends, 2014
Colour Growth 8.6% CAGR ‘13-’18 B&W in Decline
Print Being Displaced by Electronic Communications
What % 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 Countries
What % 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
Axis Title
Trend Also Consistent Across Vertical Industries
What % 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 Control
Researchers 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 CCM Center 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
Implementing Multi-Channel Communications
CCM / CET Implementations all about People, Process & Technology
Excellence
PROCESS
Communications
Social
PEOPLE TECHNOLOGY
People: Control & Governance
Key Best Practices
templates themselves
– Reduces strain on IT – Gives LOB / Marketers more agility and control – Use web / thin interfaces to
– 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
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
(Budget Responsibility)
COORDINATION DECISION POWER
Process: Review Your Content Strategy
Typical Approach
– 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
– Identify and store customer preferences – Honouring preferences
– Execute on multi-channel distribution – Composition typically preferred; Post-Comp often seen as “quick-fix”
Time to Change Templates
Desire for business users to own communications 3.0 6.3 14.1
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 Management
Most 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%
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 communications
Typically two options available:
– At the Line of Business level – Typically CRM, ERP or Financial Systems – Business / Marketing-driven
– Close to customers – Leverage customer profile data – Easy to embed digital, interactive, marketing
communications
– Risk of redundancies – Systems are usually cobbled together – Hard to include structured communications
– At the production level – Typically Composition System, Output Management
system, or Archive
– Compliance or cost-driven
– 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
– 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 documents throughout production Tracking/reporting for legal compliance Postal and print optimization
Importance of Print Optimization
Q: 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
Platform offers many benefits
– Flexibility (60%) – Lower cost (50%) – Quicker to develop / deploy (41%)
structured communications process makes a lot of sense
– Expect mobile to become as important as e-Mail
attachment delivery
Importance of Delivery Channels
1 = 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
Mail 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
Multi-Channel communications bring benefit but can be difficult to control
– 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
Manage & Control
– Complexities in technology, channels and messaging – Technology is important but people and processes are
equally as important!
Recommendations
Three steps for better multi-channel communications: control, govern, and optimize
Modern Platforms & Customer Insights
Use modern composition platforms & data analytics to make communications more actionable
CCM Centre
Create cross-functional teams for consistent style, branding and messaging
Centralized Communications Hub
Track and manage communications and channel preferences holistically
long tenure
Develop Corporate Communications Center of Excellence
Design Consultation Project Management Liaison
Engagement Strategy
elements
definition assistance
between document
compliance, marketing, and other stakeholders
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@kasparroos
kaspar.roos@infotrends.com