personalised customer communications as your competitive advantage using xpression

1© Copyright 2008 EMC Corporation. All rights reserved.

Personalised Customer Communications as your competitive advantage using xPression

AFP Brugergruppen 2008

Peter Cameron – Technical EMC Document SciencesJan-Fredrik Seeberg – Partner Sales Manager


Agenda

EMC and EMC Document Sciences– Market Landscape– Our Customers– Our vision– Current Customer Position– Customer Communication Challenges

xPression– Customer Communication Management– Architecture Detail– Use Case Excamples

Demo

Q/A


We are a Information Infrastructure Company

12,5 Billion USD revenue 2007

More than 4 Billion USD in R&D and acquisitions the last 4 years

37.000 employees, appr 400 in the Nordics– 4.000 employees in Content Management. 1.000 on development.

Recognized as leader within the most areas we are doing business– Enterprise Content Management– Records Management– Business Process Management– Input Management

– Document Output Management– Storage systems– Storage Resource Management– Archiving– Replication– Security (RSA)– Server Virtualization (VMware)

EMC Leading the Way


EMC Document Sciences

Leading provider of customer communications software and services

550+ Blue chip customer base with 250+ financial services / insurance customers

Award-winning xPression product suite; V3 launched in August 2007

600 Employees in 3 continents, world-class professional services organization.

Acquired by EMC in March 2008. Now a part of EMC Content Management and Archiving (CMA)

“Market Leader in Insurance and Banking” “Top Document Solutions

Vendor in Insurance”

Awards:


Our Customers

Over 550 Global 2000 clients

Over 50 FORTUNE 500 companies and 250 financial services customers

Industry concentration:• Financial Services• Insurance• Print Service Providers• Government• Manufacturing• Utilities• Telcoms

Generating Over 2 Billion Customer Communications every Month !

6© Copyright 2008 EMC Corporation. All rights reserved.6

Vision

repurposing ofcontent in any format

merging it with data in any format

producing personalizeddocuments in any format

for distribution to any channel


Current customer position

Multiple systems-a mixture of 3rd party products and home grown solutions producing documents and communications

Difficult to manage the 100/1000’s of document templates

Documents created and maintained by IT

Delivery channels traditionally via print and in batch

Business process’s paper based

Similar output and/or output to the same customer

High administrative cost maintaining and supporting multiple systems

Minimal control and consistency in what is sent out


Current customer position - continued

Traditionally statements, reports, contracts and correspondence

Little consistent branding and standards across communications and documents

Minimal adherence to regulatory requirements

Minimal personalisation

Customer response slow and not always relevant

Batch, little transactional communication


Cost to acquire new banking customer

$325New customer attrition: 30-40%Why? Dissatisfaction: 35-40%

Why Should You Care About Personalised Customer Communications?

Response rate improvement

using personalized communication

database, text, images500%Streamlining the account

opening process is an imperative.

Automation and BPM

Optimizing the process across all customer channels

Source: Celent, 2007

Streamlining the account opening process is an

imperative.

Automation and BPM

Optimizing the process across all customer channels

Source: Celent, 2007

Source: Rochester Institute of Technology Digital Printing Study

Source: Document Sciences Analysis, TowerGroup, 2006 World Retail Banking Report


What are the Customer Communication Challenges?

Competition– Upsell and cross-sell– Timely communications– Effective, relevant customer messages– Expect rich customer experience

Efficiency– Faster Time to Market– Ease of use, functionality– Straight through processing and automation

Technology– Unify print and web infrastructures– Reduce cost, maintenance, IT management– Eliminate redundant systems– Build future proof infrastructure

Customer loyality– More relevant and appealing documents– Multiple channels to suit customer preferences– Compliance to regulations and branding

Improved customer communications improves customer loyalty

Increase customer retention with real-time, interactive customer communications, allowing field agents to respond to customer requests immediately.

Require more relevant and appealing documents


xPression


DevelopDevelop

RetainRetain AcquireAcquire

TargetTarget

WelcomeWelcomeManage ProblemsManage Problems

Win BackWin Back

InquireInquireCustomer Life CycleCustomer Life Cycle

Statements, Newsletters

Correspondence

Postcard, Direct Marketing

Collateral, Brochure, Online fulfillment

Target– Empower micro-marketing initiatives– Improve response rates and assure

brand compliance

Acquire– Streamline contract creation process– Ensure accuracy and consistency

Develop– Create a better customer experience– Drive revenue enablement via cross-

selling

Retain– Improve customer loyalty and retention– Expand revenue opportunities through

up-selling

Manage– Target, acquire, develop and retain

customers in a cost-effective manner– Streamline business processes

Statements,Incentives

Correspondence, Incentives

Contracts, Policies

Welcome Kit

xPression meeting the Personalised Customer Communications need

Deliver

Data anddocuments

Businessapplications

Portal

Input

Scannersand faxes

Applicationoutput

Paper ande-forms

Process


Customer Communications Management

Email

Data

Contracts

Statements

Design

Real-time,On-Demand

Content

High-Volume Batch

Archive

Web

Mobile

Collateral

Correspondence

xml

xml

xml

xml

xml

xml

xml

xml

Designer End Customer

BatchPrint

14© Copyright 2008 EMC Corporation. All rights reserved.14

Comprehensive & Flexible Communications

All types of customer communications:– High-end, graphically rich documents

(marketing collateral and statements)

– Textual, logic-intensive documents (contracts and correspondence)

– High-volume document generation and distribution (statements and correspondence)

– Negotiated documents that require collaboration (complex contracts)

– Interactive documents (electronic correspondence and web pages)

Statements

Contracts

Collateral

Correspondence

Benefits:• Richer customer experience • Greater customer loyalty and revenue• Increased cross-sell/up-sell opportunities


Real-time Interactive

Back-Office: Shift from paper-based processes to BPM-enablement– Real-time or queued eMail, PDF or print generation from any workflow– Fully integrated into BPM approval and exception handling

Customer-Facing: Shift from Print-Mail to Lower-Cost Web/eMail– Email delivery with web site links and PDF attachments– Real-time web site generation of static or fillable PDF– Real-time generation of personalized web pages with integrated eForms for

“conversational” marketing applications

xPression supports the generation of any personalized document type, from static (e.g. Adobe Postscript), to fillable (e.g. Adobe PDF), to fully dynamic (rich HTML/XML) withinteractive eForms elements such as type-in fields, pulldowns, etc.


Solutions


Architecture DetailArchitecture Detail

Highlights

Web architecture with web-based tools and thick design client

J2EE, XML, Web services

Open database and content integration

Real-time and batch processing

Multi-channel distribution

Highlights

Web architecture with web-based tools and thick design client

J2EE, XML, Web services

Open database and content integration

Real-time and batch processing

Multi-channel distribution

J2EE Application Server

End-User Applications Administration Document Design

ContentCustomer Data

Dis

trib

uti

on

xP

RS

Se

rver

La

yer

Ap

pli

cat

ion

La

yer

Dat

a /

Co

nte

nt

La

yer

xRequest xResponse xRevise xDashboard xAdmin xDesignxPresso

for InDesignxPresso for

DreamweaverxPressofor Word

Print

Web

Email

Archive

ECM

xPression Controllers

xPression Publishers

xAssemble

xBatch

ECMxPression Database

Relational Data

XMLData

LegacyData

JavaDataExit

XMLParser

JDBC

HTTP

xF

ram

ew

ork


Where does xPression fit in within EMC?

Com

plian

ce

Records

Security

Information Lifecycle & Storage

Con

tent

FederatedRepository

DocumentManagement

Search

Inp

ut

Documents& Faxes

Forms& emails

Data

Ou

tpu

t

Reports

Applications

DynamicCommunication

Process


xPresso for Word

xDesign

xRevise: Paperless Contract Negotiations

Package

xRevise with Word 2003

Email

Archive

Bank/Counter Party uses Word 2003 with

Track Changes

ChangesChangesFinal

BatchPrint


Content Management

Generated documents managed and archived in

Documentum

Review / Edit

Documentum workflow used as routing engine

Multi-Channel Delivery

Document formatted and rendered for selected channel

Fax

CD-Rom

Paper

Email

Wireless

Portal

Transaction Data

From eForm, Scanned Docs

Counterparty ABC CorpTypeInsuranceNumberINR45445JurisdictionUnited StatesStateNYSpecified EntityBiscyane Bank

During Set-Up

Create templates with text fragments and business rules

in DocSciences xPression

Use Case Example

Counterparty ABC CorpTypeInsuranceNumberINR45445JurisdictionUnited StatesStateNYSpecified EntityBiscyane Bank

Document Generation

Data values drive business rules to generate document

from template

DocSciences xPression


Example: New Account Opening

Benefits:• Automates customer

communications• Automatically part of

legal record/transaction• Further streamlines

operations


Storebrand customer experience

Pain xPression offering

Need of uniformity across the businesses

Document duplication through different hard to maintain legacy systems

No communication or cooperation between business areas/units to unify client communication

Different individuals supporting duplicated systems

Customers receives a number of mail shots, letters, proposals and information from different business units generated in error-prone manual creation processes

Postage cost to high Branding Cross selling and up sell Time to market Old technology

One place to maintain all client communication across the businesses

Offer one easy-to-maintain solution xPression Offer the use of one team delivering all

documents needed to all clients through all channels

Offer one team maintaining one system

Offer all mails, letters, proposals and information to be produced in one highly automated processes

Offer one message from multiple business areas in a uniformed way

One place maintain the company brand Right information at the right time to the right

client. They buy more Offer new documents to be developed outside IT Offer technology for the future based on J2EE,

SOA, Web services, ECM integration and the openness of Design Tools


General Motors

GM needed a solution to more effectively generate its worldwide dealer contracts

– Migrate from legacy mainframe application– Enable contract request, approval workflow,

electronic delivery and long-term archival – Maintain all contracts in compliance while

providing the contracts group the ability to modify standard language as required

GM solution with Documentum and xPression

– Interactive dealer contract generation request via Documentum Webtop with automated routing through contract mgmt workflow.

– Reduced Cost by eliminating mainframe processing, and by improving operational efficiency through automation. Elimination of printing costs by shifting to PDF delivery.

– Reduced Risk by providing audit trail capability, providing security and user access, and increased functionality and efficiency through greatly improved user experience for GM dealer contracts team.

Records Management

Dealer Contract Request

Contract MgmtWorkflow

ContractGeneration

Approval Process


Demo


The Value to Customers

Allows organisations to deliver a more compelling customer experience – Leads to increased customer loyalty and revenue– Actively support cross-sell/up-sell activities

Putting Content to use– Automates the creation and delivery of well-designed, highly personalized communications– Contracts, policies, statements, customized marketing collateral and correspondence

Specialised solutions for specific use-cases– Interactive applications – delivering increased customer value– Correspondence & statement management – Loan origination, wealth management, brokerage/derivatives, new account enrollment, claims

processing

Best in class Document Output Management Technology – SOA Technology sets the bar for dynamic content publishing technology – Based on technology standards J2EE, XML, Web Services, JMS, MS.Net

Comprehensive DOM platform – xPression product brings comprehensive set of components to for document design, assembly,

composition, output processing and multi-channel delivery