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CCM: A strategic choice
that needs expertise
David Geleyn EDP
12 February 2015
Copyright © 2014 Scriptura Engage
Agenda
Copyright © 2014 Scriptura Engage
Intro
Results
Kodu
Experience
Questions
10
Insights
Copyright © 2014 Scriptura Engage
Customer communications management strategy
Who is
David Geleyn?
Copyright © 2014 Scriptura Engage
Copyright © 2014 Scriptura Engage
Copyright © 2014 Scriptura Engage
Customer Communications Management (CCM)
http://en.wikipedia.org/wiki/Customer_communications_management
Copyright © 2014 Scriptura Engage
A customer experience provided by a
fictive construction company
The Kodu Experience
Copyright © 2014 Scriptura Engage
Copyright © 2014 Scriptura Engage
Building a home
starts with a
dream…
Request Proposal
Copyright © 2014 Inventive Designers
#01
A form is a channel of communication,
particulary in a self-service world.
#02
Always ask for the communication
preference of a potential customer.
Request Proposal
Copyright © 2014 Scriptura Engage
#03
Guide the user as much as possible with
an intelligent form
Request Proposal
Copyright © 2014 Scriptura Engage
#04
Your CCM platform should allow you to
design forms in an easy-to-use graphical
designer.
Request Confirmation
Copyright © 2014 Scriptura Engage
#05
Use the communication preference in every touch
point. Only send email in case customer preferred
digital communication.
Request Confirmation
Copyright © 2014 Scriptura Engage
#06
Your CCM platform should allow you to design emails in an easy-to-use graphical designer.
CCM Platform
Analytics
Copyright © 2014 Scriptura Engage
#07
You should have all information about
your communication processes accessible
all the time!
Create Proposal
Copyright © 2014 Scriptura Engage
Pages are not editable
Pages can only change
with data manipulations
Create Proposal – Interactive Composition
Copyright © 2014 Scriptura Engage
#08
Make sure your CCM platform allows your back
office employees to interactively compose a
document (within boundaries)
Create Proposal – Interactive Composition
Copyright © 2014 Scriptura Engage
Proposal
Copyright © 2014 Scriptura Engage
#09
Your CCM platform should allow you to
send documents as attachments in the
email or as links to your website in the
emails.
Create Appointment
Copyright © 2014 Scriptura Engage
#10
HTML 5 forms can also be integrated in
you business applications to start
communications.
Appointment
Copyright © 2014 Scriptura Engage
#11
From a customer experience
perspective, it is useful that an
appointment can be added to
calendar with ease
Copyright © 2014 Scriptura Engage
Building a home
comes with
invoices…
Invoice
Copyright © 2014 Scriptura Engage
#12Your CCM platform should allow the usage of graphical features to make your
communications more appealing
#12
Invoice – One Template Multiple Brands
Copyright © 2014 Scriptura Engage
Invoice – One Template Multiple Brands
Copyright © 2014 Scriptura Engage
#13
A CCM platform should allow you to use styles to support multiple brands or to quickly
change the look and feel of your communications (as part of a rebranding exercise)
Invoice - One Template Multiple Languages
Copyright © 2014 Scriptura Engage
Invoice - One Template Multiple Languages
Copyright © 2014 Scriptura Engage
#15
A CCM platform should allow you to use multiple languages in one template to allow
efficient design and maintenance of templates.
Invoice – Opened or not?
Copyright © 2014 Scriptura Engage
If your email contains links, the usage
of those links (images or hyperlinks)
must be tracked by the CCM platform
#12
Mobile App
Copyright © 2014 Scriptura Engage
#16
Don’t make mobile
communication a separate
responsibility in your
organization!
Invoice - Mobile
Copyright © 2014 Scriptura Engage
#17
Why reading a PDF
file on a device that’s
designed to interact
with?
Invoice – Interactive on Mobile
Copyright © 2014 Scriptura Engage
Invoice – Interactive on Mobile
Copyright © 2014 Scriptura Engage
#18
A CCM platform should allow you to design dynamic and interactive communications
Contest
Copyright © 2014 Scriptura Engage
#19
A push notification is a channel of
communication
#20
Your CCM platform should make
integration with Google, Android and
Windows push notification services easy.
Contest
Copyright © 2014 Scriptura Engage
#22
A mobile form should be able to use
the capabilities of the device such
as a camera or a GPS.
Contest
Copyright © 2014 Scriptura Engage
#23
A CCM platform should allow you to
design, compose and deliver mobile
forms
Tickets
Copyright © 2014 Scriptura Engage
#24
A CCM platform should allow you to design, compose and
deliver SMS messages and notifications
The Kodu Experience
Copyright © 2014 Scriptura Engage
Tickets
Winner
Confirmation
Contest Form
Contest
Invitation
Invoice
Appointment
Confirmation
Proposal
Request
Proposal
Confirmation
Request
Proposal
Form
Copyright © 2014 Scriptura Engage
The 10+ Insights
Insight #1
Centralize
Communication
Copyright © 2014 Scriptura Engage
Departments Communication
Tools
Channels
customer organization
InformSellService
SearchChooseUse
Centralized
Communication
Platform
Insight #2
Don’t Forget
Maintenance
Copyright © 2014 Scriptura Engage
languages brands document
types
templates
Maintenance Efficiency Enabling Features
Copyright © 2014 Scriptura Engage
Multiple Language SupportStyles
Reusable Objects Process Builder
Insight #3
A CCM Platform
Empowers the
Business Users
Copyright © 2014 Scriptura Engage
Insight #4
A CCM platform
integrates into
your environment
Copyright © 2014 Scriptura Engage
Insight #5
A CCM platform
enables
Copyright © 2014 Scriptura Engage
Wording &
Structure
Layout:
Look & Feel
But it is not the
magical solution
Results
Copyright © 2014 Scriptura Engage
Letters +17%
Calls -13%
Letters +18%
Calls -24%
Insight #6
A CCM platform
orchestrates
channels
Copyright © 2014 Scriptura Engage
It’s not only about the channels,
but also about the
interaction between channels
(communication schedules)
Communication Schedules: Simple Example
Copyright © 2014 Scriptura Engage
Email
Done
Send email to known email address & don’t care about bounces or opened links
Communication Schedules: Extensive Example
Copyright © 2014 Scriptura Engage
Send email to known email address & monitor bounces and opened links
If bounced, send printed letter via the postal office
Include QR barcode in letter with link to form to update email address
Email
Central
Print
Form
Done
We tried contacting you on your email address
john.doe@host.com but failed. If you want to
correct your address or want us to stop trying,
visit www.koduconstruct.com/john.doe or scan
the barcode to go there directly.
Communication Schedules: Complex Example
Copyright © 2014 Scriptura Engage
Email
SMS
Form
Email
Central
Print
Form
Done
Send email to known email address & monitor bounce, open and click behavior
If bounced, send email with link to form to update email address
Update personal details, including email address
Send email to new email address & monitor bounce, open and click behavior
If not read within 3 days, send printed letter via the postal office
Include QR barcode with link to form to update email address
These kind of
communication schedules
should be easily configurable
within the CCM platform
Insight #7
A CCM Platform
provides valuable
information
Copyright © 2014 Scriptura Engage
Insight #8
A CCM Platform
implements a
vision
Copyright © 2014 Scriptura Engage
Vision
Develop a vision around customer communication
management
> Establish a CCM Center of Excellence
> Digital communication is a journey, not a
destination
Insight #9
A CCM platform
isn’t built in a
day
Copyright © 2014 Scriptura Engage
Start Small Grow Big
Identify key projects and key integrations
> Learn as you grow
> Grow a supporter base
> Increase your success rate
Implement per project with vision in mind
Insight #10
A CCM platform
is not the only
success factor
Copyright © 2014 Scriptura Engage
Success Factors of a CCM Project
Insight #11
A CCM platform
needs a Center
of Excellence
Copyright © 2014 Scriptura Engage
Involve all
stakeholders
Insight #12
A CCM platform
evolves with its
stakeholders
Copyright © 2014 Scriptura Engage
Future Starts Now
Change is inevitable
> Expectations of your customer will change
> Expectations of your employees will change
Choose an innovative CCM vendor that has a
focus on communication now and in the future
> New releases on a regular basis
> Stakeholder involvement (users, partners,…)
Insights
Copyright © 2014 Scriptura Engage
 A CCM platform
 Centralizes communication
 Makes maintenance efficient
 Empowers the business users
 Integrates into your environment
 Enables
 Orchestrates channels
 A CCM platform
 Provides valuable information
 Implements a vision
 Isn’t built in a day
 Is not the only success factor
 Needs a center of excellence
 Evolves with its stakeholders
Copyright © 2014 Scriptura Engage
Results
Results to expect from a successful CCM Implementation
Copyright © 2014 Scriptura Engage
> Increased customer experience
> Reduced operational cost due to consolidation of different tools
> Increased transparency about the communication process (costs, channels,…)
> Reduced dependency on IT & shorter time to market as business are empowered
Questions?
Click here for more information:
Copyright © 2014 Scriptura Engage
www.scripturaengage.com

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Customer communications management strategy

  • 1. CCM: A strategic choice that needs expertise David Geleyn EDP 12 February 2015 Copyright © 2014 Scriptura Engage
  • 2. Agenda Copyright © 2014 Scriptura Engage Intro Results Kodu Experience Questions 10 Insights
  • 3. Copyright © 2014 Scriptura Engage
  • 5. Who is David Geleyn? Copyright © 2014 Scriptura Engage
  • 6. Copyright © 2014 Scriptura Engage
  • 7. Copyright © 2014 Scriptura Engage Customer Communications Management (CCM) http://en.wikipedia.org/wiki/Customer_communications_management
  • 8. Copyright © 2014 Scriptura Engage A customer experience provided by a fictive construction company The Kodu Experience
  • 9. Copyright © 2014 Scriptura Engage
  • 10. Copyright © 2014 Scriptura Engage Building a home starts with a dream…
  • 11. Request Proposal Copyright © 2014 Inventive Designers #01 A form is a channel of communication, particulary in a self-service world. #02 Always ask for the communication preference of a potential customer.
  • 12. Request Proposal Copyright © 2014 Scriptura Engage #03 Guide the user as much as possible with an intelligent form
  • 13. Request Proposal Copyright © 2014 Scriptura Engage #04 Your CCM platform should allow you to design forms in an easy-to-use graphical designer.
  • 14. Request Confirmation Copyright © 2014 Scriptura Engage #05 Use the communication preference in every touch point. Only send email in case customer preferred digital communication.
  • 15. Request Confirmation Copyright © 2014 Scriptura Engage #06 Your CCM platform should allow you to design emails in an easy-to-use graphical designer.
  • 16. CCM Platform Analytics Copyright © 2014 Scriptura Engage #07 You should have all information about your communication processes accessible all the time!
  • 17. Create Proposal Copyright © 2014 Scriptura Engage Pages are not editable Pages can only change with data manipulations
  • 18. Create Proposal – Interactive Composition Copyright © 2014 Scriptura Engage #08 Make sure your CCM platform allows your back office employees to interactively compose a document (within boundaries)
  • 19. Create Proposal – Interactive Composition Copyright © 2014 Scriptura Engage
  • 20. Proposal Copyright © 2014 Scriptura Engage #09 Your CCM platform should allow you to send documents as attachments in the email or as links to your website in the emails.
  • 21. Create Appointment Copyright © 2014 Scriptura Engage #10 HTML 5 forms can also be integrated in you business applications to start communications.
  • 22. Appointment Copyright © 2014 Scriptura Engage #11 From a customer experience perspective, it is useful that an appointment can be added to calendar with ease
  • 23. Copyright © 2014 Scriptura Engage Building a home comes with invoices…
  • 24. Invoice Copyright © 2014 Scriptura Engage #12Your CCM platform should allow the usage of graphical features to make your communications more appealing #12
  • 25. Invoice – One Template Multiple Brands Copyright © 2014 Scriptura Engage
  • 26. Invoice – One Template Multiple Brands Copyright © 2014 Scriptura Engage #13 A CCM platform should allow you to use styles to support multiple brands or to quickly change the look and feel of your communications (as part of a rebranding exercise)
  • 27. Invoice - One Template Multiple Languages Copyright © 2014 Scriptura Engage
  • 28. Invoice - One Template Multiple Languages Copyright © 2014 Scriptura Engage #15 A CCM platform should allow you to use multiple languages in one template to allow efficient design and maintenance of templates.
  • 29. Invoice – Opened or not? Copyright © 2014 Scriptura Engage If your email contains links, the usage of those links (images or hyperlinks) must be tracked by the CCM platform #12
  • 30. Mobile App Copyright © 2014 Scriptura Engage #16 Don’t make mobile communication a separate responsibility in your organization!
  • 31. Invoice - Mobile Copyright © 2014 Scriptura Engage #17 Why reading a PDF file on a device that’s designed to interact with?
  • 32. Invoice – Interactive on Mobile Copyright © 2014 Scriptura Engage
  • 33. Invoice – Interactive on Mobile Copyright © 2014 Scriptura Engage #18 A CCM platform should allow you to design dynamic and interactive communications
  • 34. Contest Copyright © 2014 Scriptura Engage #19 A push notification is a channel of communication #20 Your CCM platform should make integration with Google, Android and Windows push notification services easy.
  • 35. Contest Copyright © 2014 Scriptura Engage #22 A mobile form should be able to use the capabilities of the device such as a camera or a GPS.
  • 36. Contest Copyright © 2014 Scriptura Engage #23 A CCM platform should allow you to design, compose and deliver mobile forms
  • 37. Tickets Copyright © 2014 Scriptura Engage #24 A CCM platform should allow you to design, compose and deliver SMS messages and notifications
  • 38. The Kodu Experience Copyright © 2014 Scriptura Engage Tickets Winner Confirmation Contest Form Contest Invitation Invoice Appointment Confirmation Proposal Request Proposal Confirmation Request Proposal Form
  • 39. Copyright © 2014 Scriptura Engage The 10+ Insights
  • 40. Insight #1 Centralize Communication Copyright © 2014 Scriptura Engage Departments Communication Tools Channels customer organization InformSellService SearchChooseUse Centralized Communication Platform
  • 41. Insight #2 Don’t Forget Maintenance Copyright © 2014 Scriptura Engage languages brands document types templates
  • 42. Maintenance Efficiency Enabling Features Copyright © 2014 Scriptura Engage Multiple Language SupportStyles Reusable Objects Process Builder
  • 43. Insight #3 A CCM Platform Empowers the Business Users Copyright © 2014 Scriptura Engage
  • 44. Insight #4 A CCM platform integrates into your environment Copyright © 2014 Scriptura Engage
  • 45. Insight #5 A CCM platform enables Copyright © 2014 Scriptura Engage Wording & Structure Layout: Look & Feel But it is not the magical solution
  • 46. Results Copyright © 2014 Scriptura Engage Letters +17% Calls -13% Letters +18% Calls -24%
  • 47. Insight #6 A CCM platform orchestrates channels Copyright © 2014 Scriptura Engage It’s not only about the channels, but also about the interaction between channels (communication schedules)
  • 48. Communication Schedules: Simple Example Copyright © 2014 Scriptura Engage Email Done Send email to known email address & don’t care about bounces or opened links
  • 49. Communication Schedules: Extensive Example Copyright © 2014 Scriptura Engage Send email to known email address & monitor bounces and opened links If bounced, send printed letter via the postal office Include QR barcode in letter with link to form to update email address Email Central Print Form Done We tried contacting you on your email address john.doe@host.com but failed. If you want to correct your address or want us to stop trying, visit www.koduconstruct.com/john.doe or scan the barcode to go there directly.
  • 50. Communication Schedules: Complex Example Copyright © 2014 Scriptura Engage Email SMS Form Email Central Print Form Done Send email to known email address & monitor bounce, open and click behavior If bounced, send email with link to form to update email address Update personal details, including email address Send email to new email address & monitor bounce, open and click behavior If not read within 3 days, send printed letter via the postal office Include QR barcode with link to form to update email address These kind of communication schedules should be easily configurable within the CCM platform
  • 51. Insight #7 A CCM Platform provides valuable information Copyright © 2014 Scriptura Engage
  • 52. Insight #8 A CCM Platform implements a vision Copyright © 2014 Scriptura Engage Vision Develop a vision around customer communication management > Establish a CCM Center of Excellence > Digital communication is a journey, not a destination
  • 53. Insight #9 A CCM platform isn’t built in a day Copyright © 2014 Scriptura Engage Start Small Grow Big Identify key projects and key integrations > Learn as you grow > Grow a supporter base > Increase your success rate Implement per project with vision in mind
  • 54. Insight #10 A CCM platform is not the only success factor Copyright © 2014 Scriptura Engage Success Factors of a CCM Project
  • 55. Insight #11 A CCM platform needs a Center of Excellence Copyright © 2014 Scriptura Engage Involve all stakeholders
  • 56. Insight #12 A CCM platform evolves with its stakeholders Copyright © 2014 Scriptura Engage Future Starts Now Change is inevitable > Expectations of your customer will change > Expectations of your employees will change Choose an innovative CCM vendor that has a focus on communication now and in the future > New releases on a regular basis > Stakeholder involvement (users, partners,…)
  • 57. Insights Copyright © 2014 Scriptura Engage  A CCM platform  Centralizes communication  Makes maintenance efficient  Empowers the business users  Integrates into your environment  Enables  Orchestrates channels  A CCM platform  Provides valuable information  Implements a vision  Isn’t built in a day  Is not the only success factor  Needs a center of excellence  Evolves with its stakeholders
  • 58. Copyright © 2014 Scriptura Engage Results
  • 59. Results to expect from a successful CCM Implementation Copyright © 2014 Scriptura Engage > Increased customer experience > Reduced operational cost due to consolidation of different tools > Increased transparency about the communication process (costs, channels,…) > Reduced dependency on IT & shorter time to market as business are empowered
  • 60. Questions? Click here for more information: Copyright © 2014 Scriptura Engage www.scripturaengage.com