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.

1. Print and
beyond
insights
Transforming transactions to
engage customers
Roger Christiansen
Ricoh Europe

2. Agenda
 Customer Experience Management – the next big thing for
marketers?
 Where transactional comes in
 The perfect storm - using the latest technologies to enhance
customer experience through transactional documents
 Customer references
 Ricoh solutions
 Summary
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3. Customer Experience Management – the next big
thing for marketers?
 Customer experience
management (CXM) now a key
focus area of Marketing
Departments
 In competitive consumer
industries, organisations focused
on the customer journey
 Document Processes have a big
impact on Customer experience
and satisfaction
60%+ would switch to another
provider
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4. Where transactional comes in
 Customer documents – the bills, statements, letters,
formal communications – are a key element of
document processes.
 Transactional documents have a key but often
overlooked role in customer experience.
The iceberg effect:
Transactional
documents are “below”
the waterline and out of
sight of Marketing
Departments
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5. The perfect storm
Focus on Customer Experience
Recognition of value of
transactional
documents
Opportunity to
redesign and
Change enhance
transactional
documents
New technologies enabling
cost-effective Colour
documents
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6. Enhancing transactional documents
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
Targeting of the message and customer
experience, tailored to individuals and segments
even in the same print run
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7. Docapost
Transactional Challenges
• The challenge for Docapost-DPS is to help its clients
communicate more effectively and cost efficiently with their
Ricoh’s InfoPrint® customers.
solution • Looking to add value through design improvements, such as
incorporating colour and personal messaging in documents
transforms document • Minimise production costs by introducing more efficient,
production processes automated processes.
Solution
• Ricoh InfoPrint 5000 printers, automated duplex line
• AFP Architecture
• PANTONE plus certification and solvent free inks
Results
• Added value services
• Faster throughput
• Controlled workflow
• Lower production costs
• Full production back up
“The InfoPrint® technology revolutionised production processes,
providing an industrial solution to growing client demand. Offering
added value services to our clients has helped us win new
business and establish a leading position in the document
processing market.”
Arnaud de La Passardière, Directeur de la Division
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Editique at Docapost-DPS [###] Classification: Internal Owner: [Insert name]
Version: 7

8. Multi-Post
Transactional Challenges
• Develop card mailing business
• Create professional design templates
Colour transpromotional • Incorporate client data
print adds value to • Print high impact collateral
• Integrate plastic cards
plastic card distribution
service Solution
• DirectSmile® design software
• Variable text and graphic content
• Ricoh Pro™ production cut sheet printers
• Offset print quality
• Integrated with card delivery system
• Case Study
Results
• End-to-end solution
• Professional design capability
• Fast high quality throughput
• Fully automated
• Endlessly scalable
“Ricoh helped us develop our card mailing system, providing the
know-how and support to link their intuitive design software and
productive print technology with the Datacard® MXD™ card
delivery module. The integrated solution is fast, reliable and cost
effective. It has become a key part of our service offering.”
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Bram Boekema, Proprietor Classification: Internal Owner: [Insert name]
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9. Ricoh solutions for Transactional
 Digital Printers
– Mono – Black and White Cutsheet and Continuous Form Production
Printers
– Colour - Colour Cutsheet and Continuous Feed Inkjet Printers
– Finishing - wide range of options
 Software and Solutions
– IPPD – AFP and PDF
– BARR EOM
– Personalisation software
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10. Summary
 A perfect storm ? opportunity for PSPs / in-
house Print and Mail to reengineer the customer
experience
 Opportunities for smaller PSPs – it’s not just a
market for large Outsourcers with Continuous
Feed
 Find out more on the Ricoh Business Driver
Portal
Ricoh-europe.com/printandbeyond
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11. Thank you
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