Kaspar Roos - Trends and Developments in Customer Communications Management

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Kaspar Roos - Trends and Developments in Customer Communications Management

  1. 1. Trends and developments in Document Output & Customer Communications Management European Marketing Dynamics Summit Kaspar Roos Associate Director 24 November 2011© 2011 InfoTrends© 2011 InfoTrends www.infotrends.com 1
  2. 2. Agenda 1 Introduction 2 Macro Trends affecting DOCCM 3 Multi-Channel Communications 4 Data Analytics 5 Conclusions & Recommendations© 2011 InfoTrends www.infotrends.com 2
  3. 3. Industry analyst firm focused on the consumer imaging, office document technology and production printing & publishing industries. UK Boston Tokyo Tel Aviv Focused Credible Responsive Visionary© 2011 InfoTrends www.infotrends.com 3
  4. 4. Market Research Firm • Focused on the document imaging industry • Market Research • Forecasts, reports, market shares • Trends analyses, coverage of tradeshows • Consultancy Services • Ongoing Research in Europe • European TransPromo Study in 2009 • European Inplant Study in 2010 • High Speed Inkjet Study in 2011 (Europe & US) • Annual Market Forecasts© 2011 InfoTrends www.infotrends.com 4
  5. 5. Macro Trends© 2011 InfoTrends www.infotrends.com 5
  6. 6. Economic uncertainty ahead… Euro-zone 10% GDP GDP (Nov. 11) 5% Unemployment rate Balance in government finances 0% 2006 2007 2008 2009 2010 2011 2012 2013 -5% -10%Source: OECD, May 2011© 2011 InfoTrends www.infotrends.com 6
  7. 7. Companies are looking for cash savings • Migration from paper to online communications • Strong incentives to switch to paperless invoicing − Cash or prize incentives for switching − Often labelled as ‘Go Green’ (although hard to substantiate with independent data)© 2011 InfoTrends www.infotrends.com 7
  8. 8. The Impact Is Real A Stora Enso paper mill (Finland) and a former New York Times Printing facility (New Jersey, U.S.) were recently converted into Data Centres© 2011 InfoTrends www.infotrends.com 8
  9. 9. Many consumers prefer online statements Via Mail and Internet 18.0% Via Internet 43.0% Via Mail 39.0% N = 2,460 ConsumersSource: Trans Meets Promo: A European Perspective, InfoTrends, October 2009© 2011 InfoTrends www.infotrends.com 9
  10. 10. Plans to Change Use of Online Bills and Statements No change Increase Decrease 100% 80% 60% 40% 20% 0% Total Belgium France Germany Italy Sweden UK N= 2049 305 360 354 341 324 356 ConsumersSource: Trans Meets Promo: A European Perspective, InfoTrends, October 2009© 2011 InfoTrends www.infotrends.com 10
  11. 11. Estimated % of Customers that Will Adopt Electronic Presentment 2009 15.4% 2011 26.3% 2013 41.9% 0% 10% 20% 30% 40% 50% N = 133 Transaction Document Owner respondents who intending to offer e-presentment servicesSource: Trans Meets Promo: A European Perspective, InfoTrends, October 2009© 2011 InfoTrends www.infotrends.com 11
  12. 12. Internet is going mobile Mobile Internet Users Desktop Internet Users Millions of users, worldwide 2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: Morgan Stanley, 2010© 2011 InfoTrends www.infotrends.com 12
  13. 13. Consumers are changing their media consumption behaviour • More time spent online • Explosion of content channels • Rapid adoption of new technology − Tablet / electronic readers − Mobile internet • Decentralized content creation and distribution© 2011 InfoTrends www.infotrends.com 13
  14. 14. Perfect Storm • Weak Economy  Companies are looking for cash-savings  Companies to push electronic communications • Cultural changes  People are increasingly favouring online and electronic channels • Technological breakthroughs  Tablet and mobile computing / Internet  Eletronic bill delivery© 2011 InfoTrends www.infotrends.com 14
  15. 15. The Domino Effect …© 2011 InfoTrends www.infotrends.com 15
  16. 16. High interest in Customer Communications Mgtm. Customer Communication Management workflow Customer Profiling and Data Prep and Multi-Channel Response Response Segmentation Composition Output Analysis Management • Data analytics to achieve higher response rates • Document composition to generate personalized offers • Multi-Channel output to reach customers at their favourite channel, e.g. Print, web, email, mobile, social media • Response management to track responses; this can include inbound communications, e.g. Call centers • Response analytics for life-cycle marketing© 2011 InfoTrends www.infotrends.com 16
  17. 17. Key Trends in DOCCM • Multi-channel output • Data analytics • Response tracking • Cloud deployment • Legal archiving • Electronic billing and presentment / e-invoicing • Electronic mail delivery • Electronic payment© 2011 InfoTrends www.infotrends.com 17
  18. 18. Implications for data centers and service bureaus© 2011 InfoTrends www.infotrends.com 18
  19. 19. Expansion of Service Models 1. Deliver multi-channel communications − Print volumes under pressure − Companies are looking for partners who can help them reduce costs by combining traditional with online channels 2. Expand services with data analytic services − Data analytics is needed to obtain a 360 degree picture of the customer and understand buying behaviour − Across inbound and outbound channels© 2011 InfoTrends www.infotrends.com 19
  20. 20. The New Cross-Media Marketing Value Chain Data Track Analyze Acquire Customer Interact Dialogue Strategize B2B/B2C/C2C Retain & Grow Deploy Design The customer is at the center of the two-way dialogue© 2011 InfoTrends www.infotrends.com 20
  21. 21. Benefits of using a data-centric approach • Ability to predict customer buying behavior • Targeted with a higher probability of being read and overall reduction in the cost of the campaign • Personalized customer offers • Driving clients to repeat purchases • In a challenging economy, money is spent only where necessary to increase ROI • Ability to track and identify the best revenue sources© 2011 InfoTrends www.infotrends.com 21
  22. 22. Conclusions© 2011 InfoTrends www.infotrends.com 22
  23. 23. Conclusions • Consumers are changing media consumption behaviour • Marketers, service providers, and vendor community need to follow • Weak economy leads to more emphasize on clear ROI© 2011 InfoTrends www.infotrends.com 23
  24. 24. Recommendations • Data centers and service bureaus should embrace new communication channels as enterprises are looking for help to reduce costs / improve marketing effectiveness • Focus on data-driven cross-media marketing  Data management is a big challenge for enterprises  If you don’t have data analytic skills, start with providing performance metrics for your customers  Try to talk to the CMO and become the center of expertise • Have a look at the latest software solutions  Strong focus from DOCCM providers to focus on data analytics  Trend in Cloud-based computing, which allows vendors to rapidly deploy new technology, e.g. for mobile computing© 2011 InfoTrends www.infotrends.com 24
  25. 25. Thank You! Any Questions? kaspar_roos@infotrends.com© 2011 InfoTrends www.infotrends.com 25
  26. 26. © 2011 InfoTrends www.infotrends.com 26

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