Explaining Customer Communications Management Technology For Marketing Communications Professionals

Customer Communications Management is a term highlighted by research companies such as Gartner Group, Forrester Research and Madison Advisors to define a convergent set of Information Technology solutions that together provide marketing communication professionals the ability to advance the way that they communicate with their customers.

Advocates of Customer Communications Management and its definition include Gartner Group, Forrester Research and Madison Advisors as well as a host of vendor organisations such as Pitney Bowes Group 1 Software, HP Exstream Software, Thunderhead, Xenos and EMC Document Sciences.

Initial Customer Communications Management concepts were focused upon the utilisation of company transactional documents. These documents such as bank statements, statement of account, invoices and other customer transactional documents were viewed as an ideal location in which to promote company products to customers.

The rationale behind this was cited in analyst research by Info Trends that, “transactional documents are opened and read by more than 90% of consumers. Because the average consumer is bombarded with advertising, e-mail, direct mail and other forms of solicitation each day, TransPromo can help you cut through the clutter and stand out.”

Not only are transactional documents more likely to be opened and observed than other types of document, they are also more likely to be studied for longer than say a direct mail piece. Thus, a company has an opportunity to communicate and promote its message to the customer.

The technology that supports customer communications management also allows sophistication in the content of the messages. Customer communications management technology may consist of the following components (of which you’ll find plenty of information on this site):

1. Data Extraction, Transform & Load software.
2. Data Management, Analysis and location intelligence software.
3. Data Hygiene database software.
4. Document composition software.
5. Electronic document archive software and perhaps payment processing functionality.
6. Print Stream Engineering / Post Processing Software.
7. Mailing compliance database software.
8. Printer Management Software.
9. High and medium volume production printers.
10. Envelope inserter machines such as those manufactured by Kern, Bowe or Pitney Bowes.
11. Email Marketing Software.
12. SMS Communication Software.
13. Mobile Media based content distribution software.
14. Entering the frame more recently social media distribution software.
15. Document Production Reporting Software

There are a number of key factors concerning the way in which the software assists the marketing communications professional.

The data extraction software presents marketers and business with an opportunity to combine data from multiple systems to enable a customer analysis. Through this customer analysis process it is possible for marketers to evaluate the marketing mix and position individual products to the customer in respect of relevance to the customer or the results of purchase propensity model.

The end result of this process will be the creation of a data model, data acquisition and decision rules that enable a document composition engine to follow its own set of document application rules to construct individual documents on the basis of data items contained within an individuals data record.

Thus the concept of one-to-one marketing is born.

It is theoretically possible at least that for a run of 100,000 statements, no statement will contain the same set of offers. Thus, clothing for women would not be marketed to men whilst ‘male gadgets’ would not be marketed to women.

But Customer Communications Management is not just about making offers to customers. It also provides companies with the opportunity to improve the clarity of their communications. Rather than producing line driven data in which it is difficult for a customer to extrapolate trends and a deepening of understanding in respect of his or her relationship with the supplying company, Customer Communications Management provides the opportunity for a company to deliver visual analysis through clear graphics and highlighted content.

The Document Composition engine is responsible for interpreting data and following a set of rules to create a set of documents that can either be printed or distributed electronically. The Document Composition engine usually produces either a print stream or, XML data.

Print streams are languages that printers use to instruct the print process. They are known as PDL’s or Page Description Language. Common print stream types include AFP, Xerox Metacode, VIPP, PCL and Postscript. There are numerous others but, in production printing environments these are probably the most common.

Sometimes the Document Composition Engine will output XML. The advantage of XML is that it may be repurposed either to print or to various electronic formats. Thus, XML provides a standard of interoperability between various computer software systems.

As documents move from the virtual data environment into becoming something physical, the may first need post processing. Post processing can be utilised to prepare a print job for production and distribution. This may include tasks such as the application of barcodes to deliver individual mail piece instructions to the inserters and to vary these in terms of the actual inserter being used. For example, one manufacturer’s inserter may require different barcode instructions to complete the same task than another.

Post processing does not only cover production preparation. One of the key cost considerations in Customer Communications Management is the cost of mailing. Various postal operators throughout the world offer discount schemes if a volume mail producer pre-sorts mail before despatch. As this process saves the postal operator considerable effort and cost, a discount is passed to the mail producer. Where mailing volumes are high, this discount figure can be significant to the mail producer where for example the Royal Mail in the UK will offer 18% discount to customers who pre-sort their mail into 120 ‘pots’.

Post processing may not suit all mail sortation needs however and for organisations who produce many smaller jobs, a Mail Sortation machine, situated as the very last element of the production process may be more suitable. Many smaller jobs can be aggregated through the day and then bundled together for a physical mail sortation process.

Sometimes, Post Processing may be an integral part of the document composition process and this may be more efficient from a production point of view because rather than creating a two step document creation and processing process, it can be delivered in a single step and as part of the major document application. This may save production time.

Print Management software controls the routing and distribution of print jobs to either a single production printer or a fleet of production printers. Print management software does not just provide routing as a benefit though, it also provides a mechanism for assured delivery (ensuring that all pages get printed) through communication and feedback from print devices and also provides management information that is useful for Document Production Managers.

Production printers in themselves have been a key driver in the development of Customer Communications Management as a concept. The advent of high speed, 90 page per minute and faster economic colour production printers in recent years has driven the usefulness and power of Customer Communications Management meaning that a company can produce ‘print shop’ quality documents ‘on the fly’ utilising data that may be infinitely variable as in one-to-one customer communications documents.

The final step of the process and the final major utiliser of data derived upstream in the inserting / mail finishing process. This is where paper documents are combined with envelopes and sealed. The inserter uses camera technology to read a barcode that provides a Piece ID, often combined with a data file produced by either the document composition application or the post processing engine.

By obtaining the Piece ID and performing a data file look-up, the inserter is able to determine factors such as the number of pages for a particular mail piece, whether any additional physical inserts are required (such as leaflets)and whether or not a piece should be out sorted for special human handling.

Thus the inserter is able to determine what should go in each envelope. Through further downstream cameras and sensors, it is also able to determine the integrity of a particular piece.

But this is not where Customer communications management ends. The provision of a document archive means that after a document has been created by the document composition engine, it can be made available to a company call centre or website. Call centre users benefit from being able to engage a customer by seeing the document that the customer has in his hand. This saves money in call centres speeding up call centre client query resolution times and meaning that call centres can handle more customers with fewer staff.

The delivery of documents via electronic channels is also seen as favourable, giving consumers a choice of document receipt method that suits their lifestyles. Combined with electronic payment, this may accelerate cash collection and thus improve a company’s cash flow position.

Relevance of communication is seen as key in overcrowded, competitive markets where service differentiation can be difficult. Documents that add value to the customer relationship add to differentiation and for many service oriented businesses and be a major factor in improving customer retention and acquisition.

Chief Marketing Officers are adopting Customer Communications Management because it heralds a world of new opportunity and a new way in which to develop customer relationships.

Creating Great Marketing Communications: The Art and Science of the Written Word

Great marketing communications isn’t rocket science. Yet, there is a mix of science and art to achieve the right mix of eye-catching style, valuable content, and grammatical excellence. The skills necessary to produce it can be dauntingly elusive. And nothing can wreck the efficiency of precious marketing dollars than a mixed message or one that is poorly communicated. Some 45 years ago, when newspapers, radio, and television were the only communication vehicles, Marshall McLuhan stated, “the medium is the message” (and the 21st Century’s growing media choices seem to validate McLuhan’s famous quotation), and for business today, carefully considering multiple media for delivery of your critical message has never been more important. For small business executives, delivering your core message isn’t easy, amidst the flood of new and old media available today (web sites, blogs, social networking sites, podcasts and webcasts, e-mail blasts, local/national television commercials, radio spots, and print advertising). But it starts, as it always has, with the written word.

The current economic environment has spawned many providers of new and excellent services to help you with the art and science of marketing your business. But quality content still remains at the heart of any marketing message. In fact, it is more important than ever. Marketing automation technologies can churn out corporate messages in tremendous volume, but the quality of these messages (including the style, grammar, etc) can make or break your marketing effort.

Few things will distract a customer’s attention from effective messaging than misspellings, grammatical mistakes, or awkward sentences that must be reread before their meaning is eventually revealed. Publishers have learned that the reader’s eye can be subconsciously drawn to errors, like poor spacing, bad syllable breaks, and repeated words, breaking the reader’s train of thought. This happens regardless of the medium: E-mails or text messages are perceived by the mind’s eye just as a magazine or book might be. Text messages or twitters, which are intentionally misspelled or incorrectly abbreviated so that they are easily typed, are not always easy to read despite their brevity.

Many small companies have employees who can handle information technology or Web-related tasks. Consider the E-mail blast that mentions the July issue of your newsletter: One that you’ve spent considerable time, effort, and money to develop. However, the E-mail says July 2009 not 2010. The customer wonders why you’re sending old, possibly obsolete, information. There is a saying that a customer believes they will be serviced the way they are sold. The same can be applied to how they are marketed.

How many times have you been annoyed when visiting an interesting website, found some information that can be useful, and clicked on a malfunctioning link? It stops you (and other potential customers) dead in your tracks.

And many small business owners can relate to this scenario: You develop a product brochure to be used on the company website and printed for future marketing efforts, like an upcoming convention. The day after it is printed, mailed, or posted, you notice an embarrassing typo: The name of a well-known client has been misspelled. Or two product photographs have been switched. Or the contact information has been dropped from the back cover. Do you want to spend time and money reprinting a necessary marketing communication?

Editing and editorial services, in general, may be overlooked, especially in tight economic markets. Doing so, however, imperils a small business’ marketing efforts. Spending hard-earned dollars to upgrade a website, launch an email newsletter, use Google AdWords, or produce other marketing collateral, without having the editorial skills at hand to make that investment payoff, is like building a house on a poorly constructed foundation.

Does your business have the capabilities to generate distinctive messages with precise grammatical structure, pristine presentation, and clarity of thought? Does your organization focus on the written word, and how your critical marketing messages are portrayed to potential customers?

Infusing quality communications into your business development and marketing planning can mean the difference between stagnancy and growth. To optimize business development and marketing efforts, business executives (small or large) ensure that its core message is integrated into all communications, from business cards and logo tag lines, from press releases to product brochures, and from websites to client E-mails.

Most small businesses, particularly those with fewer than 20 workers, do not have their own Communications Department. Often, senior-level employees take on the task of communications as well as marketing and business development. Recognizing the need to not allow coordinated communication efforts to stagnate in today’s difficult economic environment will be critical to business success in the near future.

One solution to generating high-quality marketing communications is outsourcing it to an firm with experience and expertise is the wide variety of media that are essential today. communications and marketing services is one extremely efficient method for crafting your organization’s message, publicizing it through various media, and producing needed results, whether you’re seeking more E-mail requests for proposals, increased traffic on the company’s website, greater recognition at local business meetings or events, or simply more sales.

The ability to isolate, identify, and effectively deliver your message is integral to communicating with current customers and reaching potential new customers and different markets.

More Critical Reasons for Integrating Editorial Services Into Your Marketing Efforts
• A Web home page must use its words sparingly, yet clearly communicate your value proposition. Visitors will read a line or two from the home page before moving on, so it is imperative to hold their attention with your company’s message.
• A one-page company “Fact Sheet” is a perfect leave-behind or follow-up E-mail attachment for a new prospect. Its style should concisely, but precisely, generate a clear picture of your company’s strengths and differentiating features.
• A press release can serve to announce new contracts, communicate with potential clients about new products, build credibility by highlighting completed work. Yet, creating a press release that provides more than advertising – ensuring that it gets exposure–is the key to success.
• A periodic E-mail blast or company newsletter can inform and can help you stay “top of mind” with your prospects. It can provide value-added information related directly to your services. Writing a custom newsletter can be easy task with solid editorial support.

Digital or Business Transformation

Digital transformation refers to the changes associated with the application of digital technology in all aspects of human society. Digital transformation may be thought as the third stage of embracing digital technologies: digital competence → digital literacy → digital transformation. The latter stage means that digital usages inherently enable new types of innovation and creativity in a particular domain, rather than simply enhance and support the traditional methods.

– Wikipedia

It has been more than 30 years since computers had been introduced into business world. With the help of, powerful mobile devices and high connectivity, now we are living in a momentary world that is evolving so fast towards digital that now digital transformation is inevitable.

Most of the C-Levels in corporations started to pay more and more attention to Digital Transformation. They believe, without this transformation, even a long-established company may extinct. It is the Kodak example they are afraid of. To be honest, the risk is there, however is ‘Digital Transformation’ just enough?

Marketing, sales, manufacturing, finance processes should all be digitised in order to fulfil the transformation. It includes working anywhere anytime, broader and faster communication, enterprise integration that would enable performance & efficiency improvements.

That is all well planned and should be executed step by step. Yet can you imagine any change to be internalised without a holistic approach? Without embarking every team member, adjusting / improving their competencies, engaging them all around the same evolving mindset…

That’s why, we believe this topic should be handled with a broader scope and it is the reason behind we like to call it a “Business Transformation’ rather than a Digital Transformation.

In other words Business Transformation shall handles the topic more broadly including mindset and organisations, leadership and entrepreneurial mindset, education and pragmatic planning.

Your Business Transformation journey is unique

Every company has its own inner dynamics and every category has its own realities hence your journey should be tailor made to your business. When there is so much at stake, it is not an easy task to move the rocks around, without rigor planning, sufficient on-boarding, kicking off the new mindset with an adjusted organisational structure.

The internal impact – Mindset & Organisation

Any change in a company first impacts its own resources, starting from human. Top-down transformation approaches tend to stay at the top level with Digital Transformation Teams, causing manager level (or further) to think it is not their business. The only way to beat the resistance to change is to embark the resistors ASAP.

Corporate and entrepreneurial mindsets are two far ends thus moving from one to other is not given. However, with the power of a corporate company, an entrepreneur mindset can achieve higher goals sooner. That’s why, we should keep on increasing skills of the individuals in our organisation, empowering them to move forward within the team.

The Impact on Consumer Experience

Digital transformation for the consumer end includes an architecture of your digital ecosystem to be able to do better listening, segmentation and tracking, enabling you to increase your digital media investments efficiency, letting you to fish where the fishes are. All these changes will definitely have a positive impact on your consumer engagement and thanks to the new tools, we will be able to measure the ROI of your campaigns / activities.

Step by Step Approach

As said, digital transformation is a key stage throughout this journey. All your existing processes should be analysed with expert analysts according to the dynamics of your company and industry. Only after then, a solution can be determined and tailored to your needs. The gains here are not necessarily immediate, therefore long term investments should be planned with an entrepreneur mindset.

All in all, Digital Transformation is inevitable in this era, we just need think it as broad as it requires to land it well in your organisation. As Portera we are committed to understand, analyse together and help you build the right organisation to reach this new mindset fully.

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