Xerox Ice Smart Customer Engagement

Smart Customer Engagement

Xerox ICE – an Innovative Customer ExperienceDavid Baldaro

Copyright 2008 XMPie. All Rights Reserved.

Introduction

Xerox UK have a number of local showrooms Sales have the responsibility to invite and host

potential customers Previously there was no official communication or

process to invite the customer – which lead to random and unbranded communication


Innovation

Using XMPie Xerox UK has created an innovative customer experience whilst providing a consistent process for the sales people to use

Targeted, branded, relevant, timely and interactive communication is sent to the customers

Customers are able to interact with an interactive system with follows the ‘see / saw’ principle


Sales Administration Area

Sales get a secure and branded area in which they can create, modify and review bookings


Customer Experience

Customer first receive a timely and targeted email

Sent on the same day the booking is made

Includes all details and a link to a RURL

Randomly varies to fit with Xerox corporate branding


Customer Experience – First Visit

XMPie recognises that this is the first visit to the recipient’s RURL so adjusts the content accordingly


Customer Experience – Subsequent visits

In all future visits the wording in the website changes to reflect the fact that the recipient is ‘returning’ to the RURL

Keeping it relevant


Customer Experience – The See/Saw Effect

Prior to the customer’s visit the RURL talks about what the customer will ‘See’ – talking the future tense and allowing the customer to cancel if required.


Customer Experience – The See/Saw Effect

After the date has passed (and the customer actually attended the booking!) then the website again changes; this time to use the past tense and talking about what the customer ‘saw’ during their visit.


Customer Experience – Integrated Maps

Customers are offered directions to the showroom based on the known address of the selected showroom and the address that Xerox has for them

Customers can override that address for a new one


Collecting Customer Feedback

On the first visit back to the RURL after the customer has visited the showroom a survey is displayed

Feedback is sent directly back into the product team.


Creating Personalised Welcome Packs

Depending on which products are selecting when the booking was made – the RURL reflects the choices and a personalised welcome pack is printed on the day of arrival for the customer


Creating Personalised Videos

Whilst attending the demonstration on the agreed date the customer’s data is then automatically used to create a personalised video and cross-media campaign


On Demand Customer Experience

Once a booking is made – everything is handled on demand using XMPie Email sent; RURLs created; SMS sent and brochures

produced and sent to print XMPie’s APIs (programming interface) is used to

full effect to create and send each piece of communication on time, in the correct format and to the right recipient


Management Tracking

Xerox Management can track and report in real-time how the campaigns are unfolding

Statistics and data can be extracted and reused if required

Not an actual screenshot of the ICE Marketing Console


Innovation Campaigns – Strong Results

Xerox ICE is a excellent example of a interactive cross media campaign – engaging and powerful

From one set of data, rules and creative everything is producing autonomously and on time, using the correct media and reflecting the correct point in the customer life-cycle

Demonstrates the ‘See/Saw’ principle in full effect!


David Baldaro

[email protected]://david.baldaro.me.uk

Xerox Ice Smart Customer Engagement

Technology

Transcript of Xerox Ice Smart Customer Engagement