infotrends' view on customer communications management trends

Are You In Control Of Your Customer Communications?

David Stabel

Associate Director at InfoTrends

Contents Copyright © 2015 InfoTrends

Copyright © 2015 Scriptura Engage

David Stabel - Speaker Koen De Smet - Host

• Focuses on CCM & Engagement Strategies

• Responds to client inquiries

• Conducts market research and analysis, custom consulting engagements

• Assists in forecasting market growth

• Provides coverage of industry events in relation to the customer communications solution market.

• Has been in ICT for 13 years

• Focuses on communication, lead generation, content marketing, brand management, PR

• Markets Scriptura Engage

• Is passionate about communication

• Coaches junior professionals and scholars

• Loves blog & copy writing

Associate Director

@davidstabel

Marketing Manager

@scriptura

Index


1Market Dynamics

3CCM Implementation

Challenges

2How Does CCM

Fit In?

4What’s the Next

Step?

Market Dynamics


Market Dynamics

Consumer Shifts


Demographic ShiftsEconomic Constraints


Changing Consumer Behaviour


Don’t call me,

I call you

Changing Consumer Behaviour


Is it relevant

for me?

Comparison Agents

Available Anywhere

The internet word

of mouth

Who is talking?

Knowledge at your

fingertips

Interact in the

conversation

Customer Satisfaction is the Net Result of All CXs


Unacceptable

Acceptable

More thanacceptable

PerformanceLevel

= Zone of tolerance = Customer ExperienceDissatisfied

Satisfied

Delighted

Customer ExperienceLevel

Source: Based on Zone of Tolerance, Robert Johnston & Graham Clark, 2008

The Customers’ Zone of Tolerance is Shifting


Acceptable

PerformanceLevel

Satisfied

Customer ExperienceLevel

Source: Based on Zone of Tolerance, Robert Johnston & Graham Clark, 2008

= Zone of tolerance = Customer Experience

CX = Service

CX = Engagement

Shift

Shift

More thanacceptable

Delighted

Unacceptable Dissatisfied

Acceptable Satisfied

More thanacceptable

Delighted

Millennials (Gen Y)(Age: 18-34 )

Generation X(Age: 35-50)

Baby Boomers(Age: 51-69)

Traditionalists(Age: 70-93)

Four Generations Working and Living Together


More Effective Communications With Customer Communication Preference Management


Keep up response rates

> Consumers get more savvier in blocking “unwanted” communications

Improves loyalty

> Build a relationship with the customer

> Give the customer the feeling of control

Optimize your channel strategy

> Immediately identify channel

demand

A New Area for Internet Access


0

500

1,000

1,500

2,000

2007 2008 2009 2010 2011 2012 2013 2014 2015

Desktop Access

Mobile Access

Desktop Era Mobile Era

Worldwide

Internet Users in Mln

Source: Morgan Stanley


Mobile Web Apps or Mobile Native Apps?

How Does CCM Fit In?


Structured

Communications

Critical Business Communications


Interactive

Communications

On-Demand

Communications

• Schedule-type of

communications

• Bills

• Statements

• Direct mailings

• Marketing print materials

• TransPromo

• Etc.

• Communications initiated

by an external trigger

• Account openings

communications

• Welcome kits

• Online quotes

• Web forms

• Confirmations

• Etc.

• Communications that

require human input

• Business correspondence

• Customer correspondence

• Claim processing

• Etc.

CCM From a Functional Perspective

Content Composition

Multi-channel Distribution

Response Management

Operational Improvements

CCM

Data Capture & Customer Analytics


CCM From a Business Perspective


Learn

Evaluate

Buy/

Subscribe

Acquire Engage

Advocate

Use

Retain

Customer journey: pre-purchase process

Customer journey: post-purchase process

Find

CCM From a Business Perspective


Learn

Evaluate

Buy/

Subscribe

Acquire Engage

Advocate

Use

Retain

Customer journey: pre-purchase process

Customer journey: post-purchase process

Business objectives

Find

Interactive Communications Technology toLeverage on Customer Touch-Points

Leverage on interactive communications

> Create more revenue and retention opportunities

> Better monitoring and measurement of engagements

Interactive communications enrich customer experiences

> Availability; timing; on-demand

> Customer engagement required

More control on the communication process

> Better navigation

> Allows for cross-channel content


A view on CCM from the inside

Copyright © 2015 Scriptura Engage Reach. Connect. Engage.

Today’s organization reality


customer

Communication

Tools

Organization

Channels

Info

Invoic

eServ

ice

Sales

Mkt

Ops

Serv

Legal

Reach. Connect. Engage.

CRM

Order

Bill

Help

It’s about People


organization customer

Searc

hChoose

Use

Centralized

Communication

Platform

Info

Invoic

eServ

ice

CRM

Bill

Order

Help


The 4 phases of Communication

by Scriptura Engage


Phase 1 - Design


Design communication projects and templates

for output like:

Letters

Emails

SMS Messages

Web Forms

Mobile Forms

Push Notifications

Manage them as well as related resources

Standard part of the communication:

(Multi)branded

Legal compliance


Phase 2 - Compose


Assemble your correspondence

Preview, approve, reject your communications

Manage your jobs: release, pause, and restart

Review the status of your communications

Composition Modes:

On Demand

Interactive

Batch (large volumes)


Phase 3 - Deliver


Delivery Channels:

Portal

Mobile

Push notifications

SMS

Central print

Local print

Document return

Electronic mailboxes

Add any other ...

Track response and act

Integration with:

Records manager

CRM application

Business applications


Phase 4 - Analyze


Consult tracked communication via secure web

dashboards:

Overviews of jobs and communications

Reporting possibilities and statistics

Get maximum insight to improve future

communications


Phase 1 - Design


Close the loop &

give your communication

a fresh start

Do you have a SECC ?


To summarize


Look for good integration with your current applications

Reduce the number of (communication) tools

Centralize your customer communication

Make CCM part of your organization’s strategy

Ask your customer for his channel preference

Keep in mind that communication is about people

Take the digital wave

Start small, grow big


Closing the loop


languages brands document

types

templates


CCM Implementation Challenges


Key Challenges in CCM Implementation Programs


Strategy Resources

Execution

Main Questions

• How can we address the

problem?

• How can we get it funded?

• How can we best execute it?

Manage Customer Communications Centrally

Central (Corporate)

Decentral (Business Unit)

Advisory Executive

• Product manager at LOB• Head of Department• VP / Sr. VP of LOB

(Budget Responsibility)

• Customer Communications Officer • Customer Experience Officer• CCM Governance Group

• Print Operations• Communications Project Bureau• CCM Center of Excellence

• Communications Lead• Subject Matter Expert• Project Manager


Status Quo


Central (Corporate)


Advisory Executive







Ideal Position


Central (Corporate)


Advisory Executive







Best Next Step

Become Truly Omni-Channel


What Does Omni-Channel Mean?

Single Channel Multi-Channel Cross-Channel Omni-Channel

• Customers experience a single type of touch-point

• Brands have a single type of touch-point

• Customers see multiple touch-points act independently

• Brands’ channels knowledge and operations exists in technical and functional silos

• Customers see multiple touch-points as part of same brand

• Brands have a single view of customers but operate in functional silos

• Customers experience a brand and not a channel within a brand

• Brands leverage their “single view of the customer” in a coordinated and strategic way Contents Copyright © 2015 InfoTrends

Complex Business Communications Eco-System


End Users

Interfaces

Corporate Firewall

Applications

Layer

Business Users

Data Layer

Composition

Multi-Channel

Output

Complex Business Communications Eco-System


End Users

Interfaces

Corporate Firewall

Applications

Layer

Business Users

Data Layer

Composition

Multi-Channel

Output

Considered to be CCM systems

Web and Mobile applications generate

bulk of digital customer interactions but are

outside of CCM governance structures

What’s the Next Step?


The CCM Evolution

Print to Digital

Single to Multi Channel

Multi-Channel Synchronicity

Centralized Communication

Hub

Implementation Complexity

Customer Engagement

Customer Engagement

Strategy

Majority of businesses

Leaders

Requires CCMCenter 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


Thank You!Phone: +49 176 8448 6057

Email: [email protected]

Web: www.infotrends.com

Blog: blog.infotrends.com

Twitter: @davidstabel

Content Copyright © 2015 InfoTrends

More info about your host on

www.scripturaengage.com

http://www.scripturaengage.com/

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