InfoTrends' view on customer communications management trends

Are You In Control Of Your
Customer Communications?
David Stabel
Associate Director at InfoTrends
Contents Copyright © 2015 InfoTrends

Copyright © 2015 Scriptura Engage
David Stabel - Speaker Koen De Smet - Host
• Focuses on CCM & Engagement Strategies
• Responds to client inquiries
• Conducts market research and analysis,
custom consulting engagements
• Assists in forecasting market growth
• Provides coverage of industry events in
relation to the customer communications
solution market.
• Has been in ICT for 13 years
• Focuses on communication, lead generation,
content marketing, brand management, PR
• Markets Scriptura Engage
• Is passionate about communication
• Coaches junior professionals and scholars
• Loves blog & copy writing
Associate Director
@davidstabel
Marketing Manager
@scriptura

Index
1
Market Dynamics
3
CCM Implementation
Challenges
2
How Does CCM
Fit In?
4
What’s the Next
Step?

Market Dynamics

Market Dynamics
Consumer Shifts
Demographic ShiftsEconomic Constraints

Changing Consumer Behaviour

Don’t call me,
I call you
Changing Consumer Behaviour
Is it relevant
for me?
Comparison Agents
Available Anywhere
The internet word
of mouth
Who is talking?
Knowledge at your
fingertips
Interact in the
conversation

Customer Satisfaction is the Net Result of All CXs
Unacceptable
Acceptable
More than
acceptable
Performance
Level
= Zone of tolerance = Customer Experience
Dissatisfied
Satisfied
Delighted
Customer Experience
Level
Source: Based on Zone of Tolerance, Robert Johnston & Graham Clark, 2008

The Customers’ Zone of Tolerance is Shifting
Acceptable
Performance
Level
Satisfied
Customer Experience
Level
Source: Based on Zone of Tolerance, Robert Johnston & Graham Clark, 2008
= Zone of tolerance = Customer Experience
CX = Service
CX = Engagement
Shift
Shift
More than
acceptable
Delighted
Unacceptable Dissatisfied
Acceptable Satisfied
More than
acceptable
Delighted

Millennials (Gen Y)
(Age: 18-34 )
Generation X
(Age: 35-50)
Baby Boomers
(Age: 51-69)
Traditionalists
(Age: 70-93)
Four Generations Working and Living Together

More Effective Communications With Customer
Communication Preference Management
Keep up response rates
> Consumers get more savvier in blocking “unwanted” communications
Improves loyalty
> Build a relationship with the customer
> Give the customer the feeling of control
Optimize your channel strategy
> Immediately identify channel
demand

A New Area for Internet Access
0
500
1,000
1,500
2,000
2007 2008 2009 2010 2011 2012 2013 2014 2015
Desktop Access
Mobile Access
Desktop Era Mobile Era
Worldwide
Internet
Users in Mln
Source: Morgan Stanley

Mobile Web Apps or Mobile Native Apps?

How Does CCM Fit In?

Structured
Communications
Critical Business Communications
Interactive
Communications
On-Demand
Communications
• Schedule-type of
communications
• Bills
• Statements
• Direct mailings
• Marketing print materials
• TransPromo
• Etc.
• Communications initiated
by an external trigger
• Account openings
communications
• Welcome kits
• Online quotes
• Web forms
• Confirmations
• Etc.
• Communications that
require human input
• Business correspondence
• Customer correspondence
• Claim processing
• Etc.

CCM From a Functional Perspective
Content
Composition
Multi-channel
Distribution
Response
Management
Operational
Improvements
CCM
Data Capture & Customer
Analytics

CCM From a Business Perspective
Learn
Evaluate
Buy/
Subscribe
Acquire Engage
Advocate
Use
Retain
Customer journey: pre-purchase process
Customer journey: post-purchase process
Find

CCM From a Business Perspective
Learn
Evaluate
Buy/
Subscribe
Acquire Engage
Advocate
Use
Retain
Customer journey: pre-purchase process
Customer journey: post-purchase process
Business objectives
Find

Interactive Communications Technology to
Leverage on Customer Touch-Points
Leverage on interactive communications
> Create more revenue and retention opportunities
> Better monitoring and measurement of engagements
Interactive communications enrich customer experiences
> Availability; timing; on-demand
> Customer engagement required
More control on the communication process
> Better navigation
> Allows for cross-channel content

A view on CCM
from the inside
Copyright © 2015 Scriptura Engage Reach. Connect. Engage.

Today’s organization reality
customer
Communication
Tools
Organization
Channels
InfoInvoiceService
Sales
Mkt
Ops
Serv
Legal
Reach. Connect. Engage.
CRM
Order
Bill
Help

It’s about People
organization customer
SearchChooseUse
Centralized
Communication
Platform
InfoInvoiceService
CRM
Bill
Order
Help

The 4 phases of
Communication
by Scriptura Engage

Phase 1 - Design
 Design communication projects and templates
for output like:
 Letters
 Emails
 SMS Messages
 Web Forms
 Mobile Forms
 Push Notifications
 Manage them as well as related resources
 Standard part of the communication:
 (Multi)branded
 Legal compliance

Phase 2 - Compose
 Assemble your correspondence
 Preview, approve, reject your communications
 Manage your jobs: release, pause, and restart
 Review the status of your communications
 Composition Modes:
 On Demand
 Interactive
 Batch (large volumes)

Phase 3 - Deliver
 Delivery Channels:
 Portal
 Mobile
 Push notifications
 SMS
 Central print
 Local print
 Document return
 Electronic mailboxes
 Add any other ...
 Track response and act
 Integration with:
 Records manager
 CRM application
 Business applications

Phase 4 - Analyze
 Consult tracked communication via secure web
dashboards:
 Overviews of jobs and communications
 Reporting possibilities and statistics
 Get maximum insight to improve future
communications

Phase 1 - Design
Close the loop &
give your communication
a fresh start

Do you have a SECC ?

To summarize
 Look for good integration with your current applications
 Reduce the number of (communication) tools
Centralize your customer communication
 Make CCM part of your organization’s strategy
 Ask your customer for his channel preference
 Keep in mind that communication is about people
 Take the digital wave
Start small, grow big

Closing the loop
languages brands document
types
templates

CCM Implementation Challenges

Key Challenges in CCM Implementation Programs
Strategy Resources
Execution
Main Questions
• How can we address the
problem?
• How can we get it funded?
• How can we best execute it?

Manage Customer Communications Centrally
Central (Corporate)
Decentral (Business Unit)
Advisory Executive
• Product manager at LOB
• Head of Department
• VP / Sr. VP of LOB
(Budget Responsibility)
• Customer Communications Officer
• Customer Experience Officer
• CCM Governance Group
• Print Operations
• Communications Project Bureau
• CCM Center of Excellence
• Communications Lead
• Subject Matter Expert
• Project Manager
Status Quo

Central (Corporate)
Advisory Executive
• Project Manager
Ideal Position

Central (Corporate)
Advisory Executive
• Project Manager
Best Next Step

Become Truly Omni-Channel

What Does Omni-Channel Mean?
Single Channel Multi-Channel Cross-Channel Omni-Channel
• Customers
experience a single
type of touch-point
• Brands have a single
type of touch-point
• Customers see multiple
touch-points act
independently
• Brands’ channels
knowledge and operations
exists in technical and
functional silos
• Customers see multiple
touch-points as part of
same brand
• Brands have a single view
of customers but operate
in functional silos
• Customers experience a
brand and not a channel
within a brand
• Brands leverage their
“single view of the
customer” in a
coordinated and strategic
wayContents Copyright © 2015 InfoTrends

Complex Business Communications Eco-System
End Users
Interfaces
Corporate Firewall
Applications
Layer
Business Users
Data Layer
Composition
Multi-Channel
Output

Complex Business Communications Eco-System
End Users
Interfaces
Corporate Firewall
Applications
Layer
Business Users
Data Layer
Composition
Multi-Channel
Output
Considered to be CCM systems
Web and Mobile
applications generate
bulk of digital customer
interactions but are
outside of CCM
governance structures

What’s the Next Step?

The CCM Evolution
Print to Digital
Single to Multi
Channel
Multi-Channel
Synchronicity
Centralized
Communication
Hub
Implementation Complexity
Customer Engagement
Customer
Engagement
Strategy
Majority
of
businesses
Leaders
Requires CCM
Center of
Excellence
Relevant,
consistent and
appropriate
content delivered
via the customers’
preferred channels
Authentic, purposeful and engaging
communications that optimize the
lifetime value of the customer

Thank You!
Phone: +49 176 8448 6057
Email: david.stabel@infotrends.com
Web: www.infotrends.com
Blog: blog.infotrends.com
Twitter: @davidstabel
Content Copyright © 2015 InfoTrends
More info about your host on
www.scripturaengage.com

InfoTrends' view on customer communications management trends

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