Ricoh Infographic: Transforming transactions to engage customers

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Letters, bills and statements are the largest part of the customer communications iceberg.

They are central to the customer experience. Yet the chance to say something powerful usually remains beneath the waves. That makes transactional printing a massive, largely
hidden marketing opportunity.

It has the potential to transform itself from transactional documentation to become a central force in customer communications – and a fundamental part of the marketing mix.

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Ricoh Infographic: Transforming transactions to engage customers

  1. 1. Transforming transactions – to engage customers Letters, bills and statements are the largest part of the customer communications iceberg. They are central to the customer experience. Every transactional 95% document represents a substantial communications opportunity (95% are read). Each guarantees a chance to talk and be heard (people spend on average 4 minutes reading transactional documents). E ach can help to build a positive customer experience. Yet the chance to say something powerful usually remains beneath the waves. That makes transactional printing a massive, largely hidden marketing opportunity. It has the potential to transform itself from transactional documentation to become a central force in customer communications – and a fundamental part of the marketing mix. The driving trends Three trends are helping to transform transactional print. Consolidation of separate content – such as inserts and flyers – to create a more effective, clearer document with greater impact Multi-channel print, mobile and online content linked together “ here is a canvas available T that is being criminally under-utilised. The same care and attention – tone, creativity and message – needs to be adopted for all communication opportunities and not just those that are traditionally labelled marketing.” Source: Marketing Week. A bill is too valuable an opportunity to be left with anyone but a marketer. July 2012, Russell Parsons Targeting of the message and customer experience, tailored to individuals and segments even in the same print run Going paperless? Despite years of promoting paperless statements, printed statements are still very popular with consumers – in the US 82% of consumers receive printed statements. 82% Source: InfoTrends The Emergence of Digital Mailbox Services: Moving Beyond Online Bill Consolidation in the U.S. 2011 Marketers can help turn transactional documents into more powerful, more effective communications tools, enhancing the total customer experience. For more insights from Ricoh: Ricoh-europe.com/printandbeyond Follow us at Twitter@RicohEUBdriver

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