Customer communications management
Encyclopedia
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.
Initial Customer Communications Management concepts were focused upon the utilisation of company transactional documents. These documents such as bank statement
s, statement of account, invoices and other customer transactional documents were viewed as ideal media 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:
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 established.
It is theoretically possible at least that for a run of 100,000 statements, no statement will contain the same set of offers. Thus, women's clothing 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.
Information technology
Information technology is the acquisition, processing, storage and dissemination of vocal, pictorial, textual and numerical information by a microelectronics-based combination of computing and telecommunications...
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
Forrester Research
Forrester Research is an independent technology and market research company that provides its clients with advice about technology's impact on business and consumers. Forrester Research has five research centers in the US: Cambridge, Massachusetts; New York, New York; San Francisco, California;...
, and Madison Advisors.
Initial Customer Communications Management concepts were focused upon the utilisation of company transactional documents. These documents such as bank statement
Bank statement
An account statement or a bank statement is a summary of all financial transactions occurring over a given period of time on a deposit account, a credit card, or any other type of account offered by a financial institution....
s, statement of account, invoices and other customer transactional documents were viewed as ideal media 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
E-mail
Electronic mail, commonly known as email or e-mail, is a method of exchanging digital messages from an author to one or more recipients. Modern email operates across the Internet or other computer networks. Some early email systems required that the author and the recipient both be online at the...
, direct mail
Direct marketing
Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional...
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:
- Data Extraction, Transform & Load software
- Data ManagementData managementData management comprises all the disciplines related to managing data as a valuable resource.- Overview :The official definition provided by DAMA International, the professional organization for those in the data management profession, is: "Data Resource Management is the development and execution...
, Analysis and location intelligence software. - Data Hygiene database softwareDatabase management systemA database management system is a software package with computer programs that control the creation, maintenance, and use of a database. It allows organizations to conveniently develop databases for various applications by database administrators and other specialists. A database is an integrated...
- Document composition software
- Electronic documentElectronic documentAn electronic document is any electronic media content that are intended to be used in either an electronic form or as printed output....
archive software and perhaps payment processing functionality - Print Stream Engineering / Post Processing Software
- Mailing compliance database software
- Printer Management Software
- High and medium volume production printers
- Envelope inserter machines such as those manufactured by Kern, Bowe or Pitney Bowes
- Email MarketingE-mail marketingEmail marketing is a form of direct marketing which uses email as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing...
Software - SMS Communication SoftwareCommunication softwareCommunication software is used to provide remote access to systems and exchange files and messages in text, audio and/or video formats between different computers or user IDs...
- Mobile MediaMobile mediaThe mobility and portability of media, or as Paul Levinson calls it in his book Cellphone, “the media-in-motion business” has been a process in the works ever since the “first time someone thought to write on a tablet that could be lifted and hauled – rather than on a cave wall, a cliff face, a...
based content distribution software - Entering the frame more recently social mediaSocial mediaThe term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,...
distribution software - Document Production Reporting Software
- Portal Technology
There are a number of key factors concerning the way in which the software assists the marketing communications
Marketing communications
Marketing Communications are messages and related media used to communicate with a market...
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 model
A data model in software engineering is an abstract model, that documents and organizes the business data for communication between team members and is used as a plan for developing applications, specifically how data is stored and accessed....
, data acquisition
Data acquisition
Data acquisition is the process of sampling signals that measure real world physical conditions and converting the resulting samples into digital numeric values that can be manipulated by a computer. Data acquisition systems typically convert analog waveforms into digital values for processing...
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 established.
It is theoretically possible at least that for a run of 100,000 statements, no statement will contain the same set of offers. Thus, women's clothing 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
XML
Extensible Markup Language is a set of rules for encoding documents in machine-readable form. It is defined in the XML 1.0 Specification produced by the W3C, and several other related specifications, all gratis open standards....
data.
Print streams are languages that printers use to instruct the print process. They are known as PDL's or Page Description Language
Page description language
A page description language is a language that describes the appearance of a printed page in a higher level than an actual output bitmap. An overlapping term is printer control language, but it should not be confused as referring solely to Hewlett-Packard's PCL...
. 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
Computer software
Computer software, or just software, is a collection of computer programs and related data that provide the instructions for telling a computer what to do and how to do it....
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
Data file
A data file is a computer file which stores data to use by a computer application or system. It generally does not refer to files that contain instructions or code to be executed , or to files which define the operation or structure of an application or system ; but specifically to information...
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
Cash flow
Cash flow is the movement of money into or out of a business, project, or financial product. It is usually measured during a specified, finite period of time. Measurement of cash flow can be used for calculating other parameters that give information on a company's value and situation.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.
See also
- Document AutomationDocument automationDocument automation is the design of systems and workflow that assist in the creation of electronic documents. These include logic based systems that use segments of pre-existing text and/or data to assemble a new document. This process is increasingly used within certain industries to assemble...
- Intelligent DocumentIntelligent documentIntelligent document is a general term to describe electronic documents with more functionality than a page designed to emulate paper. Formats include PDF from Adobe, InfoPath from Microsoft, Cardiff Software and XForms from W3C, and the non-programming solutions DocFire, Exari and Intelledox...
- Customer Experience ManagementCustomer experienceCustomer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy...
External links
- The Forrester Wave™ Document Output For Customer Communications Management,Q2 2009