build smarter customer communications: strategies to improve effectiveness and efficiency
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1
Build Smarter
Customer Communications: Strategies to improve effectiveness
and efficiencies
2
Agenda
Enhance communications to deliver higher customer
engagement and response
Leverage the transactional communications as part of a
multi-channel strategy to drives revenue
Create a lean manufacturing environment that will help
you eliminate waste and lower costs
3
What’s in YOUR mailbox?
Family communication
Essential personal
business communication
Bills, statements
Regulatory
“Non-essential” personal
business communication
Loyalty
Customer offers
Prospect offers
4
Why? It’s just common sense…
What makes us respond?
The offer?
The package?
Good triggers and
not-so-good triggers
How personal?
How relevant?
How much value?
5
Why? Trust, but verify…
Just using data doesn’t
guarantee success
What are your
metrics telling you
today?
What should you
measure to track
success?
6
Who? Follow the money…
1. Brand Owner
Ties essential
communication to the
main marketing
message
2. Marketing
Leverages campaigns
3. Product Line Manager
Upsell, cross sell,
product recognition
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How will I make my print and mail operations
more valuable?
Which tasks or steps within my
operation don’t create value?
How can I reduce FTEs?
How can I drive more
results and improve SLAs?
Offer more capabilities?
Communicate more clearly?
Add relevant messages?
Aggressive cost
management and control
Operational productivity
Offer enhanced services
Today’s print and mail operations
business imperatives
12
Customer Communications Management
Web
Channel Optimization
Campaign Effectiveness
Physical
Digital
Understand Customers Manage Communications Improve Customer Experience
Mail Finishing
Hybrid Mail - Office documents
Data Integration & Composition
Digital Mailbox
Mobile
Document Archive Output
Management
Mail Sortation
Automated Response
Postal Service
Profiling &
Segmentation
Data Prep & Document
Composition Multichannel
Output
Customer Response
Management Customer Interaction &
Response Analysis
Make messages personal
Communicate with customers the way they prefer
Retail
Call Center
Predictive Analytics
Customer Segmentation
Enterprise Database
Location
Intelligence
e-presentment/email
Build relations based on experiences
13
When you integrate print and mail
processes and workflow, you gain
high level synergies:
reducing costs
creating efficiencies
improving the quality
adding value to your customer
communications
Integrate print and mail
14
Seamless application migration and enhancements
add significant value to your business
Eliminate
pre-printed shells
transitioning to a white
paper environment
Migrate to full
color without
compromise
Capitalize on
relationship-building
TransPromo and
personalized inserts
Print checks
with MICR
Add color
variable print to
the outside of
envelope
Total process optimization
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White Paper Factory Solution Integrate print and mail to cost effectively produce personalized, full
color statements and envelopes to drive results for your business
Print comingled
statements and
envelopes in full color
Assemble envelope wraps
and print inline during mail
finishing
Add relevant messages
on the statement and
envelope
16
Recipe for linking print and mail
• Upstream at the time of file creation
• Downstream in output management integrity solution
• Upstream document composition process
• Downstream
• Add or configure additional inserter input for merging
• Upstream at postal prep (CASS, PAVE, Manifest…)
• Downstream in output management- Call postal application
• Upstream in composition
• Downstream in output management print Stream engineering
Apply form stock
overlay
Presort
co-mingled
jobs together
Add envelope
messaging and
intelligence to finishing
Add inline high quality
inkjet printing to finishing
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Produce color, personalized statements
that drive business results Aflac can now add relevant benefit information as well as targeted offers for other
types of policies directly to their customer communications. Multiply this by 400,000
statements per month and it's a potent cross-sell channel.
Produce variable
data, high-quality
colorful,
communications
using IntelliJet™
20 Printing System
End-to-end system
integrity using
Production
Intelligence®
Output
Management
software
Before: Monochrome form After: Personalized color
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Increase response rates and build
stronger customer loyalty
Fenske Media Corporation
produces colorful marketing
communications that break
through the noise and deliver real
results for their clients.
Print colorful, high quality messages
directly on envelopes using Print+
Messenger™
Eliminate pre-printed envelopes to
drive down cost per mailpiece
Ability to leveraging more
personalized messages and
graphics in the future
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Linking print and mail
can help you
Gain greater postal densities and work share discounts
Lower material costs
Less setup/changeover
Lower production overhead
Lessen inventory management
Increase productivity merging jobs and streamlining
workflow
Leverage lean manufacturing/workcell optimization and
expertise
Enhance the services you provide your clients
20
A brilliant statement
for your bottom line
Questions?
21
Learn more
Chicago, IL
October 7 -10
Pitney Bowes
booth # 1238
Las Vegas, Nevada
October 13-18
Pitney Bowes
booth #541
Or visit us at www.pb.com
22
Build Smarter
Customer Communications: Strategies to improve effectiveness and efficiencies
Pat McGrew, M-EDP, CMP is the Production Mail Evangelist in the IHPS Group at HP.
As an industry educator and promoter of data-driven customer communication and
integrated marketing techniques, Pat works with customers and their clients to
enhance communication effectiveness. As one of the first educators in TransPromo
and similar techniques, she has worked for more than 2 decades to help customers
identify and grow their communication capabilities.
Kevin Marks brings over 25 years of experience in the digital printing, graphic arts and
mailing industry to his role as Vice President, Global Marketing and Product
Management, Production Print. In this role Kevin is responsible for product marketing
and management for Pitney Bowes’ production print business including system
hardware, software, services and supplies. On a global basis, Kevin leads the
development of strategies and tactics for the Production Print category, including
product launches, new business development and partnership alliances
About our presenters:
23
Kevin Marks Vice President, Global Product
Management and Marketing
Production Print
Pitney Bowes Document
Messaging Technologies
37 Executive Drive
Danbury, CT 06810-4148
Tel: 203-796-6771
kevin.marks@pb.com
Thank you
Pat McGrew, M-EDP, CMP Production Mail Evangelist
Inkjet High-speed Production Solutions
HP
+1 720 244 7326 /Phone
PC McGrew / Skype
@PatMcGrew / Twitter
3207 S. Geneva St. Denver, CO 80231 /
Home
mcgrew@hp.com
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