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Kaspar Roos - The Emerging Opportunities in Customer Communication Management Kaspar Roos - The Emerging Opportunities in Customer Communication Management Presentation Transcript

  • The Emerging Opportunities in Customer Communication Management Digital Print Forum Italy Kaspar Roos Associate Director March 25th, 2013© 2012 InfoTrends© 2012 InfoTrends www.infotrends.com 1
  • Industry analyst firm focused on the consumer imaging, office document technology and production printing & publishing industries. London Boston Tel Aviv Shanghai Tokyo Focused Credible Responsive Visionary© 2012 InfoTrends www.infotrends.com 2
  • About myself • Analyst on Print Production Workflow & Customized Communication Solutions − Print production workflows − Customer communication management • Market @kasparroos Research, Forecasting, Consu lting, Speaking kaspar.roos@infotrends.com • Based in the UK − International team of analysts www.linkedin.com/in/kasparroos© 2012 InfoTrends www.infotrends.com 3
  • Table of Contents 1 Trends in Customer Communications Management 2 What Is Your Strategy? 3 Emerging Opportunities 4 Conclusions & Recommendations 5 Questions?© 2012 InfoTrends www.infotrends.com 4
  • Trends in Customer Communications Management© 2012 InfoTrends www.infotrends.com 5
  • What is Customer Communications Management? DATA CAPTURE & ANALYTICS • Capturing / Data Mining • Data integration • Customer Segmentation & AnalysisCHANNEL LISTENING & RESPONSE MANAGEMENT CUSTOMIZED COMMUNICATIONS• Channel listening & monitoring • Structured, on-demand or interactive• Feedback analysis • On-statement messaging (blending• Trigger for additional personalized information with actions or on-demand transactional data) communications • Not limited to print; rich media (e.g. personalized videos) can be embedded in electronic content • Quick Response Codes or Augmented Reality for additional interactivity MULTI CHANNEL PRODUCTION • Output across all channels • Content optimization • Archiving & Retreival • Business process linkages, such as © 2012 InfoTrends e-billing and mobile payment www.infotrends.com 6
  • Evolution of CCM Marketer Buying goods or services CRM, WCM Questions.. CSR Customer Provider Supplying goods or services IT© 2012 InfoTrends www.infotrends.com 7
  • Top Priorities for Customer CommunicationsQ: What are your organization’s top three priorities for the next 12-24 months relative to customercommunications lifecycle/marketing processes? Increase data security measures 31% Outsource to reduce costs and return focus to 26% core competencies Developing mobile applications 24% Improve multi-channel comm. capabilities 23% Upgrading data analytics technology & services 21% Better mgmt of end-to-end comm. lifecycle 21% Auto enroll new customers in paperless comms 21% Review regulatory measures to ensure 18% compliance Three responses permitted 0% 10% 20% 30% 40%N = 271 business respondents in Western EuropeSource: Service Expansion Opportunities for Document Outsourcing: Western Europe, InfoTrends, 2012© 2012 InfoTrends www.infotrends.com 8
  • 2013: Trends Coming Together Technological Economical Tipping point in new communication technology European Debt Crisis: Companies cutting cost Cultural Governmental Continued rise in e-commerce by online consumers Mandating electronic communications Imposing regulation around personal data© 2012 InfoTrends www.infotrends.com 9
  • Trend #1: Transactional Page Volumes in Decline W.E. Transaction Pages (Billion of A4 equivalents) 100 Moderate Decline -3.0% CAGR ‘11-16 75 50 25 0 2011 2012 2013 2014 2015 2016© 2012 InfoTrends www.infotrends.com 10
  • Colour Migration in Full Swing W.E. Transaction Pages (Billion of A4 equivalents) 100 Dramatic Growth in 75 Colour 20.4% CAGR ‘11-’16 B&W in Decline -14.0% CAGR ’11-’16 50 25 0 2011 2012 2013 2014 2015 2016© 2012 InfoTrends www.infotrends.com 11
  • White Paper Factory Past Future Preprinted offset Digital “white paper in” solutions© 2012 InfoTrends www.infotrends.com 12
  • Very High Growth in Digital Colour CF Products Digital Colour CF Placements (US & WE) Implications • Exponential rise in high-end continuous feed digital printer placements (and volume!) • Products will go wider & faster − Higher productivity − Higher resolution • Need powerful software to drive them Source: InfoTrends, The High Speed Continuous Color Inkjet Opportunity, 2011© 2012 InfoTrends www.infotrends.com 13
  • Trend #2: Electronic Displacement 30 28.4 28.8 29.2 28.2 28.2 28.2 3.7 4.3 5.2 25 6.5 8.3 10.5 20 Billions ofDocuments 15 Digital Delivered 24.5 23.9 23.0 Paper 21.9 20.5 10 18.7 5 0 2010 2011 2012 2013 2014 2015 Source: The Emergence of Digital Mailbox Services, InfoTrends, 2011 © 2012 InfoTrends www.infotrends.com 14
  • Trend #3: Mobile Adoption (and Cloud) • Mobile is going to be a big game changer Mobile Internet Users Desktop Internet Users − Transition from PC/laptop to W.W. Internet Users (Millions) tablets 2,000 − SmartPhone adoption booming 1,750 (despite recession) 1,500 1,250 • Emerging Mobile Payment 1,000 Market 750 500 − Mobile as your wallet 250 − Tremendous growth in PayPal 0 Mobile 2007 2008 2009 2010 2011 2012 2013 2014 2015 • $150M in 2009 to apprx $7bn in Source: Morgan Stanley, 2010 2012 • Mobile and Cloud go hand-in-hand© 2012 InfoTrends www.infotrends.com 15
  • Trend #4: Data & Targeted Communications • Companies collect vast amount of customer data − Companies need 360 degree view of their customers • New technology helps companies to enrich intelligence − E.g. social media listening • Real sales benefits through advanced data analysis − E.g. behavioural analysis, predictive modelling, etc. • Consumers prefer targeted communications delivers through channel of choice© 2012 InfoTrends www.infotrends.com 16
  • Consumers Demand Personalisation You Eat It You Drink It You Wear It You Drive It© 2012 InfoTrends www.infotrends.com 17
  • What Is Your Strategy?© 2012 InfoTrends www.infotrends.com 18
  • Strategic Paths for Service Providers More Continuous investments in … • speed • quality •Technology • efficiency •Business processes • sustainability •Sales & marketing • global markets that lead to …Operations Surviving Thriving Driven New • services • products Dying • customers Striving • business models Innovation Driven © 2012 InfoTrends www.infotrends.com 19
  • Current Complexities in Customer Communications Business Marketing IT & Operations & Legal Production • Application agility • Consistency in • Cost reduction • Enablement of business branding, messaging, pr • IT security users omotions • Electronic presentment • Access to previous • Holistic management of and payment communications and communications • Multi-channel output offers • Analytics & data-driven • Archiving communications • Social Media listening • Optimizing customer • Customer Experience & loyalty and lifetime Channel Preference • Regulatory Compliance Management • Risk Reduction© 2012 InfoTrends www.infotrends.com 20
  • Primary Operational Challenges for Customer Communication 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 permittedN = 240 business respondents in North America who influence the decision to outsource CCMSource: Service Expansion Opportunities for Document Outsourcing: North America, InfoTrends, 2012© 2012 InfoTrends www.infotrends.com 21
  • Emerging Opportunities© 2012 InfoTrends www.infotrends.com 22
  • Graphic Communication Market is in Transition U.S. Print and Online Advertising ($B)$160 Digital$120 Advertising & Promotion Digital Print $80 $40 Analog Print $0 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 Segments: U.S. Commercial Print, Quick Print, In-Plant, Data Center, Photofinishing © 2012 InfoTrends www.infotrends.com 23
  • Marketing Driving … Data Strategy Analytics • Efficiency • Insight CampaignManagement • Innovation Creative … throughout the value chain Digital Asset Management Localization Data Approval Management Mobile Print Content Production Media Composition Workflow Purchase Social On-line© 2012 InfoTrends www.infotrends.com 24
  • “Very Important” Initiatives for Strategic Planning Which of the following initiatives are VERY important to your current strategic planning process? 1 Reducing print & mail communications 23% 2 Marketing analytics 23% 3 Mobile communications strategy 22% 4 Improving management of in-bound customer communications 20% 5 Developing highly-personalized communications 20% 6 Multi-channel communications 17% 7 Improving document-related business process management 15% 8 Graphic design and document composition services 12%N = 240 business respondents in North America who influence the decision to outsource CCMSource: Service Expansion Opportunities for Document Outsourcing: North America, InfoTrends, 2012© 2012 InfoTrends www.infotrends.com 25
  • Example: Personalized Video© 2012 InfoTrends www.infotrends.com 26
  • Example: Mobile Payment© 2012 InfoTrends www.infotrends.com 27
  • Conclusions & Recommendations© 2012 InfoTrends www.infotrends.com 28
  • Conclusions • Communication world is rapidly and dramatically changing − Driven by consumer, marketing, print / IT, economical and governmental changes • Print will not go away, but its role is changing − Print increasingly used to bring digital benefits to offline users • Enterprises are adjusting their communication strategies to face new market realities − Targeted, multi-channel communications that are increasingly digital oriented© 2012 InfoTrends www.infotrends.com 29
  • Recommendations • Print service providers need to be experts on digital & multi-channel communications − Provide insights to their customers on how to deploy a mix of print and digital communications • Enterprises that reduce cost, increase security AND provide new value-added services are in a good position to thrive − Optimize life time value of customer through increased experience, increased loyalty (lower attrition) and better upsell/cros- sell − Reduce cost through centralizing document production − Increase multi-channel marketing & data analytics − Create consistency in branding, messaging and delivery© 2012 InfoTrends www.infotrends.com 30
  • Questions?© 2012 InfoTrends www.infotrends.com 31
  • Any Questions?© 2012 InfoTrends www.infotrends.com 32
  • Thank You! kaspar.roos@infotrends.com© 2012 InfoTrends www.infotrends.com 33