Simplify, Optimize and Secure every Stakeholder Communication


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Customers' expectations are changing. Companies' systems are changing. How can you engage and retain customers in such a complex environment? By Simplifying, Optimizing and Securing every communication. This presentation will show how your company can create a "Communication Hub" that will unify communications across business units; create highly personalized documents for customers, and partners; and deliver your message in the manner that the stakeholder chooses- be it paper, email or social media. By using the Communication Hub strategy, you can economically add sophistication, customization and flexibility to your communications, while also making document production simpler, more reliable, and more secure. Choose to attend this session and choose to Optimize every Customer Contact.

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  • Exceeding customer expectations
  • Cost reduction of paper & postage help desk calls Manual labour
  • Lorne A communication platform to unite all communication of an enterprise in one system. Based on the ADF 2 specifications by Gartner Multi channel support (print, email, web, social media…) Specific connectors for existing systems Tracking & tracing : know the state of all communication requests Reporting : generate all kinds of reports to provide operators and customers with useful statistical information. Accountability : know exactly who did what and when.
  • Non-repudiation refers to a state of affairs where the purported maker of a statement will not be able to successfully challenge the validity of the statement or contract . The term is often seen in a legal setting wherein the authenticity of a signature is being challenged. In such an instance the authenticity is being "repudiated".  Sth, that cannot be contradicted/contested
  • The previous example could have been easily checked manually, but imagine you have to check thousands of these documents each year. Several Banks have “teams” of people doing this manually.
  • Lorne
  • Simplify, Optimize and Secure every Stakeholder Communication

    1. 1. Simplify, Optimize and Secure every Stakeholder Communication Lessons for Successful Customer Communications Management Lorne Gladstone , Managing Partner, Centtric
    2. 2. Challenges “ CMOs in the most successful enterprises are focusing on relationships, not just transactions. They are using data to stimulate interest in their organizations’ offerings and form bonds with customers to a much greater extent than their peers in less successful enterprises .” *IBM – Insights from the Global CMO Study, 2011
    3. 3. More Challenges A consumer products CMO in Singapore commented, “The perfect solution is to serve each consumer individually. The problem? There are 7 billion of them.” *IBM – Insights from the Global CMO Study, 2011
    4. 4. Even More Challenges % of CMOs reporting unpreparedness: *IBM – Insights from the Global CMO Study, 2011
    5. 5. <ul><li>6 Billion revenue </li></ul><ul><li>17,000 employees </li></ul><ul><li>2,000 locations </li></ul><ul><li>5 Million+ customers (50% of the market) </li></ul>Case Study
    6. 6. <ul><li>Customer correspondence </li></ul><ul><ul><li>Customer complaints due to document errors </li></ul></ul><ul><ul><li>Inconsistent branding </li></ul></ul><ul><ul><li>Heterogeneous environment: different departments working separately </li></ul></ul><ul><li>Communication processes </li></ul><ul><ul><li>No control on what goes out </li></ul></ul><ul><ul><li>Old product lacked automation </li></ul></ul><ul><li>These challenges led to high costs in: </li></ul><ul><ul><li>Inbound support calls </li></ul></ul><ul><ul><li>Bad image (customer complaints in national press) </li></ul></ul>“ Even modest investments in optimization of document-management services can deliver significant financial results.” McKinsey on Business Technology Challenges
    7. 7. <ul><li>Belgacom’s customer centricity strategy </li></ul><ul><li> Improved customer experience </li></ul><ul><ul><li>Correspondence automation </li></ul></ul><ul><ul><li>Reduced help desk calls </li></ul></ul><ul><ul><li>Multi-channel output </li></ul></ul><ul><ul><li>Corporate brand consistency </li></ul></ul><ul><li> In control of communication </li></ul><ul><ul><li>360° view of customer communication </li></ul></ul><ul><ul><li>Full integration with existing systems </li></ul></ul><ul><ul><li>Full accountability on processes </li></ul></ul>“ I want the customer to be King at Belgacom. I want to follow the customer from the very first contact until the installation of the solution or the payment of the invoice.” Didier Bellens, CEO (Belgacom annual report 2009) Objectives
    8. 8. Optimize new account opening processes and create customized on-boarding materials Optimize every customer contact!! Marketing Collaterals Data Driven Direct Marketing Customer On-boarding Loyalty and Retention Marketing Provide sales channels with personalized, cross-media marketing materials Increase response rates while reducing cost per response Enhance the effectiveness of communication with targeted messages & graphics <ul><li>Build meaningful customer relationships through timely and relevant communications and improve loyalty and enable repeat business </li></ul><ul><li>Reduce time to market for time-sensitive promotions, product launches, and competitive campaigns </li></ul><ul><li>Increase revenue and significantly improve marketing ROI </li></ul><ul><li>To win and on-board new customers through precision-based insight and multi-channel communication </li></ul>Objectives Remove Slide?
    9. 9. <ul><li>100% based on Open Standards (sustainable & future proof) </li></ul><ul><li>Easy graphical business process automation </li></ul><ul><li>Full accountability on all processes </li></ul><ul><li>Built-in checks to avoid errors </li></ul><ul><li>Easier template management </li></ul><ul><li>Continuous innovation </li></ul><ul><li>Team of specialists nearby </li></ul>Technical Solution Remove Slide?
    10. 10. <ul><li>Centralized communication platform for ALL output processes </li></ul><ul><li>Integration with & embedding in existing applications </li></ul><ul><li>Specific integration with existing Documentum installation </li></ul> New homogeneous platform: Departments work as one Ordering Complaints Billing Sales Customer Service customer email Letters Text-messages Social media Invoices Contracts Solution
    11. 11. <ul><li>Total Cost of Ownership </li></ul><ul><li>23% decrease help desk calls </li></ul><ul><li>Efficiency gain </li></ul><ul><li>Multi-format </li></ul><ul><ul><li>Multi-lingual </li></ul></ul><ul><li>Faster time-to-market </li></ul><ul><li> ROI of 6 months </li></ul><ul><li>Total Value of Ownership </li></ul><ul><li>Consistent branding </li></ul><ul><li>Improved customer experience </li></ul><ul><li>Future proof </li></ul><ul><li>Increased quality </li></ul>ROI
    12. 12. <ul><li>Via the preferred channel </li></ul><ul><li>Delivered at the best possible moment </li></ul>CHOICE <ul><li>Personalized content </li></ul><ul><li>Focused propositions </li></ul>RELEVANCE <ul><li>Simple and transparent communication </li></ul><ul><li>Error free : correct use of known data </li></ul>CLARITY Customer Benefits
    13. 13. <ul><li>Business </li></ul><ul><li>Process visualization </li></ul><ul><li>Innovation </li></ul><ul><li>Cost reduction </li></ul><ul><li>ROI </li></ul>Marketing 360° customer view High personalization Multi-channel Easy to use IT Open standards Hardware independent Easy integration Future proof Results
    14. 14. From opportunity to strategy One ring to rule them all. thing Customer Communications Management
    15. 15. Facilitating CCM
    16. 16. <ul><li>Create a communication hub: </li></ul><ul><li>Focus on your customer experience </li></ul><ul><li>Identify common elements and link customer touch points </li></ul><ul><li>Add customer choice of channels </li></ul><ul><li>Create a cohesive strategy </li></ul>Lesson 1: Simplify
    17. 17. <ul><li>One central system </li></ul><ul><ul><li>ADF 2 (Gartner 2007) </li></ul></ul><ul><ul><li>Multi channel </li></ul></ul><ul><ul><li>Integration </li></ul></ul><ul><li>Management & monitoring </li></ul><ul><ul><li>Tracking & tracing </li></ul></ul><ul><ul><li>Reporting </li></ul></ul><ul><ul><li>Accountability </li></ul></ul><ul><ul><li>Closed loop </li></ul></ul><ul><ul><li>End-to-end </li></ul></ul>Apply ADF
    18. 18. Facilitating CCM
    19. 19. <ul><li>You’re no longer in the drivers’ seat, customers are </li></ul><ul><ul><li>Give them Choice </li></ul></ul><ul><ul><li>Communicate and listen </li></ul></ul><ul><li>Share content or templates for multiple communications </li></ul><ul><ul><li>Multiple languages, mediums, brands </li></ul></ul><ul><ul><li>Reduce human error </li></ul></ul><ul><ul><li>Become one voice </li></ul></ul><ul><li>Automatically deliver digital copies to your archive </li></ul>Lesson 2: Optimize
    20. 20. <ul><li>Dear Mister Dummy Dummy </li></ul><ul><li>Customer was shocked </li></ul><ul><li>Made National press </li></ul><ul><li>Other errors as well </li></ul><ul><li>High costs: </li></ul><ul><ul><li>Late payments </li></ul></ul><ul><ul><li>Inbound help desk calls (+23%) </li></ul></ul>Why control matters: Painful example
    21. 21. Facilitating CCM
    22. 22. <ul><li>Customer made minor fraudulent contract changes </li></ul><ul><li>Overlooked by legal </li></ul><ul><li>Costly </li></ul><ul><li>Fraud = hidden cost suspect </li></ul>Costly example Fraud is expensive, costing American businesses an estimated $652 billion each year, additional costs like legal and administration not included. Tracy L. Coenen , Essentials of Corporate Fraud
    23. 23. <ul><li>Example: </li></ul><ul><ul><li>The policy document stipulates coverage of $50,000 </li></ul></ul><ul><ul><li>At claim, the customer presents a policy document with a coverage of $500,000 </li></ul></ul><ul><li>Ensure that each document is unaltered: </li></ul><ul><ul><li>D igital as well as Printed </li></ul></ul><ul><ul><li> Hybrid signature </li></ul></ul>Lesson 3: Secure
    24. 24. Secure: Hybrid signature ! + Cannot be printed Too slow for business Best of both worlds
    25. 25. Example: Original Countersigned
    26. 26. Automated comparison
    27. 27. Finding the RIGHT platform <ul><ul><li>Your communication hub should accomm o date: </li></ul></ul>
    28. 29. <ul><li>Choice. Relevance. Clarity. </li></ul>The Solution Lorne Gladstone,