Customer Communications Management

Transcription

1 1

2 Definition Customer Communications Management (CCM) is a term highlighted by research companies such as Gartner Group, Forrester Research and Madison Advisors to define a convergent set of information technologies solutions that together provide organizations with the ability to advance the way that they communicate with their customers. Source: 2

3 Gartner Definition Customer Communications Management (CCM) is defined as the strategy to improve the creation, delivery, storage and retrieval of outbound communications, including those for marketing, new product introductions, renewal notifications, claims correspondence and documentation, and bill and payment notifications. These interactions can happen through a widespread range of media and output, including documents, , Short Message Service (SMS) and Web pages. CCM solutions support these objectives, providing companies with an application to improve outbound communications with their distributors, partners, regulatory bodies and customers. Source: 3

4 CCM Value Statement 4

5 CCM Benefits 5

6 Retention CUSTOMER RELATIONSHIPS In fact, in a recent CMO Council study, more than 90 percent of consumers polled admit they have unsubscribed from brand communications because the message was irrelevant to them. Customers do not tolerate irrelevant communications Businesses that communicate out of context risk losing customers Creates inefficient processes and wastes valuable resources Source: 6

7 Marketing In general, what do you do with the following types of mail you receive from the USPS? (Top 5 Read responses shown) 1 Bills 97% 2 Statements 97% 3 Informational mail from existing providers 85% 4 Coupon packs 83% 5 Loyalty/Rewards program information 83% N = 2,025 Consumers age 18+ in the U.S. Source: The Future of Multi-channel Transactional Communications, InfoTrends,

8 Cash Flow days days days DSO with Paper Bills DSO with ebill Payments days 9 days 7 days 5 0 Client A Client B Client C Source: Striata 8

9 Expense Control 9

10 Primary Operational Challenges for CCM Which of the following functions present the biggest challenges relative to the customer communication lifecycle and/or marketing? 1 Regulatory compliance 38% 2 Data management 35% 3 Integration of customer data with back-end systems 26% 4 Electronic document delivery 24% 5 Data analytics on customer information 22% Three responses permitted N = 240 business respondents in North America who influence the decision to outsource CCM Source: Service Expansion Opportunities for Document Outsourcing: North America, InfoTrends,

11 Absence of Value Example I Example II Organization Insurance 30,000 customers $40M annual revenue 70 employees Organization Wholesale/Retail Trade 200,000+ customers $500M annual revenue 1100 employees 1-2% of total revenue being impacted (revenue/cost) by suboptimal CCM 11

12 Unrealized Value 12

13 CCM Implementation Challenges Source: InfoTrends Overcoming CCM Implementation Challenges in Enterprises 13

14 CCM Platform 14

15 CCM Workflow Model 15

16 Data Management Data Quality impacts overall customer relationships at multiple touch points across the organization Where are data quality shortfalls impacting customer relationships? What is the root cause of this data quality issue? Is data being leveraged to personalize messaging 16

17 Document Composition Document Composition determines how an organization is perceived by their customers and ultimately becomes the basis for the customer relationship. Are documents designed to represent the brand and support the desired customer interaction? Are documents leveraging the opportunity to build a stronger relationship with customers? 17

18 Output Processing Processes related to the generation and distribution of business critical documents ultimately determines if customer communication objectives are met. Are documents securely processed with 100% accuracy and timeliness? Are associated supply, printing, processing and labor costs optimized? 18

19 Delivery Channels Optimizing and selecting the appropriate delivery channel enhances customer relationships and supports customer communication objectives. Are the channels being used to distribute BCC (Business Critical Communications) aligned with customer preference and business philosophies? Are these channels optimized from a cost perspective? 19

20 Inbound Processes Inbound processing closes the loop on many financial related customer transactions and impacts business velocity. Are automated payment remittance options in use? Does outbound processes and formatting support accelerated remittance? 20

21 Output Processes CCM Value Model Greater speed quality efficiency sustainability customer service Continuous investments in: technology business processes sales & marketing lead to Thriving Dying Surviving New services products customers business models Communication Strategies 21

22 CCM Optimization Example I Small Insurance Company Example II Medium Size Wholesale/Retail Trade 22

23 Optimizing your CCM Strategy 1. Business Process Owners Who is impacted? Marketing, Operations, Finance, IT 2. Build analysis tied to customer relationship initiatives What are communication objectives and customer initiatives 3. Measure organizational impact of existing processes Calculate the total cost of the problem 4. Determine root cause of CCM problem Don t be fooled by symptoms 5. Identify technology or process investments Invest in knowledge the technology 23

24 QUESTIONS 24

25 Contact Information Nick von der Wense Vice President, Marketing Communication and Shipping Solutions Neopost USA Neopost USA Inc. All Rights Reserved.