2. 22
Your brand is built on the total customer
experience. The way you communicate with
your customers is just as important as the
product or service you sell.
As customers demand ever more personal
experiences with the brands they love, need
or rely on, the importance of strategically
managing your communications becomes
even more critical.
Xerox has developed a new suite of services
and solutions focused on transforming
communications-related business processes
and ensuring quality interactions at every
customer touchpoint.
3. 33
Great Expectations
Keeping Up with Customer-Driven Communication Standards
Customers today demand a personal
experience, delivered on their own terms.
The days of one way, one-size-fits-all
communications are long gone.
But managing multiple touchpoints, over
multiple channels – and making it personal –
has become increasingly complex, especially
at the enterprise level. Astoundingly, when
compared to the evidence supporting a more
personalised customer experience, nearly
half of companies recently surveyed aren’t
even using customer data to personalise
customer communications.
Because of this, enterprises everywhere
are seeking partners with broad capabilities
to help them manage and deliver an
enhanced customer experience. And while
digital media spending is outpacing print
spend, both are vital and play distinct roles.
When you add in the dynamics of internal
communications – with employees
demanding the same multichannel
experience and personalised approach –
the complexities of keeping up with
and managing a strategic approach to
communications can be daunting.
When it comes to where, when and how they are communicating with their
customers, large businesses in every industry are facing new challenges building
and maintaining loyalty.
Sources: 1) The Emergence of Omni-channel Communications published by InfoTrends, October 2015.
2) http://www.slideshare.net/AccentureInsurance/accenture-globalconsumerpulseresearchstudyinfographic
3) http://www.monetate.com/resources/infographics/#22896-infographics/22810-the-business-case-for-personalization
34%of customers
want to be able to select
their communications
preferences1
38%of customers
want communications that
are more personalised and
easier to read1
65%of customers
are frustrated by inconsistent
experiences across channels2
6%of companies
have a personalisation
strategy3
TV and Web
Advertisements
Direct Mail
and Email
Brochures
and Leaflets
Welcome Letter
and Information
Packs
Application
Forms
Statements
and Bills
Product Manuals
Visual
Communications
The bottom line is that relevant, timely communications
delivered across multiple channels are key to creating an
effective customer experience.
With Communication and Marketing Solutions from Xerox,
you can meet the challenge head on.
4. 4
Back to Basics
Understanding the New Customer Journey
Recent studies by Econsultancy* and other sources put the price of securing a
new customer as high as five times the cost of retaining one. Understanding and
optimising the customer journey can really pay off.
On the face of it, the customer journey
hasn’t changed much since the village
baker sold his first loaf of bread. But as we
moved from those personal, one-on-one
transactions – conducted in an environment
where everyone knew your name, habits,
preferences and had the ability to anticipate
your needs – to the modern industrial
complex, those personal connections fell
by the wayside.
Ironically, it’s the proliferation of digital
technology, social media and big data that
have made it possible for us to reinvent and
return to the highly effective, personalised
selling cycle of days past.
The new customer lifecycle harnesses
solutions to strengthen the thread of
communications throughout each phase
of the customer journey.
1. Acquire
Creation and distribution of lead
generation campaigns aligned to
customer needs, and nurturing
those who respond with relevant,
personalised content and offers.
2. Onboard
Welcome kits, related emails and
other forms of fulfilment once
customers purchase.
3. Serve
Transactional communications like
statements and renewal offers, to
promotional emails and newsletters.
4. Grow
Targeted up-sell and cross-sell
communications that expand your
relationship with each customer
in meaningful – and mutually
beneficial – ways.
The New
Customer
Lifecycle
1.
4.
2.
3.
Source: *Econsultancy/Responsys Cross-Channel Marketing Report 2013
5. 5
By helping you identify and transform key communication touchpoints across
each phase of the customer journey, we deliver a truly transformative service to
significantly improve business effectiveness, relevance and results.
Transforming the Way the World
Communicates and Shares Content
Xerox can help you maximise
the impact and effectiveness
of every touchpoint in the
new customer lifecycle.
The New
Customer
Lifecycle
Document Publishing
Services
Collateral
Management
Services
Demand
Generation
Services
Inbound and
Outbound Digital
Mail Services
Product
Information
Management
Services
Multichannel
Communications
Services
Communications
Advisory Services
Transactional
Print and Mail
Services
6. 6
Process Management
When you engage Xerox, you gain access to a complete customer acquisition
and business growth ecosystem.
From initial consulting and project development through tracking and measuring
results, the process we’ve developed ensures maximum value and return on
investment.
Communication Process Management
It’s not just a service, it’s a complete ecosystem of capabilities designed to deliver.
Create
Closed Loop Process
Produce ProcessDistribute
• Creative Services
• Content Development
• Language Services
• Digital Content and
Data Management
• Print Procurement
• On-site Print and Mail
• Storefront
• Personalisation
• Multichannel (email,
mobile, social, Web, apps)
• Warehousing, Fulfilment
and Distribution
• Capture and Data
Management
• Business Insight and
Advisory
• Communication
Analytics
7. 7
Our services provide order to the chaos ingrained in so many large companies,
where operational and functional silos perpetuate high costs and low returns on
customer engagement. Here are three common examples, and how we can help.
A typical organisation doesn’t have an
integrated process for managing these
steps, making it difficult to spot and control
bottlenecks and develop the efficiencies
Insight
The High Cost of Complexity
40or50
different suppliers providing
multiple services
10
different suppliers producing bills and invoices
on as many different systems
100different suppliers doing translation
The Communication and Marketing
Solutions we provide join up processes
and channels while standardising and
simplifying operations to improve
customer experiences throughout the
lifecycle.
Out-of-Sync Processes and Channels
Consider the process for creating collateral or an email marketing campaign.
Too Many Systems and Suppliers
Large companies – particularly those with separate business arms or subsidiaries in
multiple countries – often engage with many suppliers or operate many different
systems for accomplishing similar work. For example, a business with ten subsidiaries
might have:
Disjointed Operations
When a company does the same thing
in different ways across the business –
managing parts of a process independently
or creating operational silos – they deliver
a disjointed customer experience. We help
organisations improve their underlying
infrastructure and operations so they can
provide their customers with a better-quality
experience.
that lead to success. We help our clients
synchronise processes and channels for
maximum efficiency, lowest cost and
best result.
Initial
Brief
Creative
Concept
Content
Creation
Graphic
Design
Business
Review
Legal
Review
Brand
Review
Digital
Production
Multichannel
Fulfilment
