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Page 1: Simplify, Optimize and Secure every Stakeholder Communication

Document Strategy Forum – Nov. 2, 2011.

Simplify, Optimize and Secure every Stakeholder

Communication

Lessons for Successful Customer Communications Management

Lorne Gladstone, Managing Partner, [email protected]

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Document Strategy Forum- Nov. 2, 2011

Challenges

“CMOs in the most successful enterprises are focusing on

relationships, not just transactions. They are using data to stimulate interest in their

organizations’ offerings and form bonds with customers to a much greater extent than their

peers in less successful enterprises.”

*IBM – Insights from the Global CMO Study, 2011

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Document Strategy Forum- Nov. 2, 2011

More Challenges

A consumer products CMO in Singapore

commented, “The perfect solution is to serve each consumer individually.

The problem? There are 7 billion of them.”

*IBM – Insights from the Global CMO Study, 2011

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Document Strategy Forum- Nov. 2, 2011

Even More Challenges

% of CMOs reporting unpreparedness:

*IBM – Insights from the Global CMO Study, 2011

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Document Strategy Forum- Nov. 2, 2011

• 6 Billion revenue• 17,000 employees• 2,000 locations• 5 Million+ customers (50% of the market)

Case Study

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Document Strategy Forum- Nov. 2, 2011

• Customer correspondence– Customer complaints due to document errors

– Inconsistent branding

– Heterogeneous environment: different departments working separately

• Communication processes– No control on what goes out

– Old product lacked automation

These challenges led to high costs in: Inbound support calls Bad image (customer complaints in national press)

“Even modest investments in optimization of document-management services can deliver significant financial results.”

McKinsey on Business Technology

Challenges

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Document Strategy Forum- Nov. 2, 2011

Belgacom’s customer centricity strategy Improved customer experience

– Correspondence automation

– Reduced help desk calls

– Multi-channel output

– Corporate brand consistency

In control of communication– 360° view of customer communication

– Full integration with existing systems

– Full accountability on processes

“I want the customer to be King at Belgacom. I want to follow the customer from the very first contact until the installation of the solution or the payment of the invoice.”

Didier Bellens, CEO (Belgacom annual report 2009)

Objectives

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Document Strategy Forum- Nov. 2, 2011

Optimize new account opening processes and

create customized on-boarding materials

Optimize every customer contact!!

Marketing Collaterals

Data Driven Direct Marketing

Customer On-boarding

Loyalty and Retention Marketing

Provide sales channels with personalized,

cross-media marketing materials

Increase response rates while reducing cost per response

Enhance the effectiveness of

communication with targeted messages &

graphics

• Build meaningful customer relationships through timely and relevant communications and improve loyalty and enable repeat business

• Reduce time to market for time-sensitive promotions, product launches, and competitive campaigns• Increase revenue and significantly improve marketing ROI• To win and on-board new customers through precision-based insight and multi-channel communication

ObjectivesRemove Slide?

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Document Strategy Forum- Nov. 2, 2011

• 100% based on Open Standards (sustainable & future proof)• Easy graphical business process automation• Full accountability on all processes• Built-in checks to avoid errors• Easier template management• Continuous innovation• Team of specialists nearby

Technical SolutionRemove Slide?

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Document Strategy Forum- Nov. 2, 2011

• Centralized communication platform for ALL output processes• Integration with & embedding in existing applications• Specific integration with existing Documentum installation

New homogeneous platform: Departments work as one

OrderingOrdering

ComplaintsComplaints

BillingBilling

SalesSales

Customer Service

Customer Service

customer

email

Letters

Text-messages

Social media

Invoices

Contracts

Solution

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Document Strategy Forum- Nov. 2, 2011

Total Cost of Ownership

•23% decrease help desk calls•Efficiency gain•Multi-format

– Multi-lingual

•Faster time-to-market

ROI of 6 months

Total Value of Ownership

•Consistent branding•Improved customer experience•Future proof•Increased quality

ROI

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• Via the preferred channel• Delivered at the best possible moment

CHOICE

• Personalized content• Focused propositions

RELEVANCE

• Simple and transparent communication• Error free: correct use of known data

CLARITY

Customer Benefits

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Document Strategy Forum- Nov. 2, 2011

Business

Process visualization

Innovation

Cost reduction

ROI

Marketing

360° customer view

High personalization

Multi-channel

Easy to use

IT

Open standards

Hardware independent

Easy integration

Future proof

Results

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Document Strategy Forum- Nov. 2, 2011

From opportunity to strategy

One ring to rule them all.

thingCustomerCommunicationsManagement

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Document Strategy Forum- Nov. 2, 2011

Facilitating CCM

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Document Strategy Forum- Nov. 2, 2011

Create a communication hub:

• Focus on your customer experience

• Identify common elements and link customer touch points

• Add customer choice of channels

• Create a cohesive strategy

Lesson 1: Simplify

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• One central system– ADF 2 (Gartner 2007)– Multi channel– Integration

• Management & monitoring– Tracking & tracing– Reporting– Accountability– Closed loop– End-to-end

Apply ADF

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Facilitating CCM

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• You’re no longer in the drivers’ seat, customers are– Give them Choice– Communicate and listen

• Share content or templates for multiple communications– Multiple languages, mediums, brands– Reduce human error– Become one voice

• Automatically deliver digital copies to your archive

Lesson 2: Optimize

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Dear Mister Dummy Dummy•Customer was shocked•Made National press•Other errors as well•High costs:

– Late payments– Inbound help desk calls (+23%)

Why control matters:Painful example

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Facilitating CCM

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Customer made minor fraudulent contract changes

•Overlooked by legal •Costly •Fraud = hidden cost suspect

Costly example

Fraud is expensive, costing American businesses an estimated $652 billion each year, additional costs like legal and administration not included.

Tracy L. Coenen, Essentials of Corporate Fraud

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• Example:– The policy document stipulates coverage of $50,000– At claim, the customer presents a policy document

with a coverage of $500,000

• Ensure that each document is unaltered:– Digital as well as Printed

Hybrid signature

Lesson 3: Secure

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Secure: Hybrid signature

!

+

Cannot be printed

Too slow for business

Best of both worlds

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Example:

Original Countersigned

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Automated comparison

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Finding the RIGHT platformYour communication hub should accommodate:

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Choice. Relevance. Clarity.

The Solution

Lorne Gladstone, [email protected]