1) The document discusses how email can help bridge the digital gap in customer communications management (CCM) strategies by addressing trends and challenges. 2) It provides an example of how National Grid doubled their paper turn-off rate and reduced bill delivery costs by 70% by leveraging email delivery of bills and opting new customers into eBill by default. 3) The key recommendation is that email should be viewed as a critical channel in CCM strategies. Designing communications for email delivery, tracking results, and adapting strategies based on customer behavior insights gleaned from email analytics can help drive costs savings, improve customer experiences, and close the digital adoption gap.

1. THE MISSING LINK: EMAIL AND
YOUR CCM STRATEGY
Mike Wright, CEO

2. A better customer experience through
interactive communications
The Digital Challenges in CCM
2
Delivery
Retrieval
Creation
Storage

3. 3
Online
Self-Serve
Typically 10 - 15% of
customer base will
be paper free
Traditional
Paper
Document
Typically 15 - 25%
of customer base
60 – 75% digital
opportunity gap
Connected customers who are not yet
digital, but are demanding more
document delivery choice than
current offering
The Digital Gap
3

4. HOW DO WE CROSS THE DIGITAL
GAP; WHAT IS THE MISSING LINK?
4

5. • Always consider the customer
– Who they are and how to reach them?
– What their preferences are?
– What is the optimal experience?
• Right document, right channel, right time
Crossing the Gap to CCM Success
5

6. EMAIL IS THE MISSING LINK
6

7. 7
Online
Self-Serve
Pull customer to
website, proactive
action required, links
to self service
Traditional
Paper
Document
Delivered, payment
reminder, consistent
Secure Email
Attachment
Delivered, reminder,
consistent, links to self
service
The Digital CCM Gap
7
Email and Online can be used on mobile devices

8. Email Addresses the Trends and Challenges
8

9. Email Addresses the Trends and Challenges
9
1. Businesses need to revise
communications to align with the
customer journey
2. Interactive documents drive
electronic adoption
3. Mobile bill payment is exploding
4. Drive interaction with marketing
clouds and real-time engagement
management.
5. Slowly bridge the digital divide, led
by innovative leaders.Forrester Research – March 2015

10. 10
Optimize Presentation and Preference
10
Source: 2014 Customer Communications Business Survey, InfoTrends

11. 11
Optimal Customer Preference (InfoTrends)
11
Source: 2014 Customer Communications Business Survey, InfoTends

12. 12
Email gets Recognized
12
2015 was the first year that
Gartner included email
centric providers in the CCM
Magic Quadrant.
Source: Gartner, Inc. Magic Quadrant for Customer Communications Management Software, 2015, Karen M. Shegda, Kenneth Chin,
Pete Basiliere, December 21, 2015

13. LEVERAGING EMAIL AS A CHANNEL
13

14. Email as a Channel
14
Design Compose Deliver Analyze
• Design for the
optimal
customer
experience
• Design for
viewing on all
devices,
desktop,
mobile,
wearables
• Communicate
content
consistently
across channels
• Add interactivity
without
changing
recognizable
elements
• Insert your
message
directly into the
customer’s daily
routine
• Deliver the
document to
the customer’s
inbox
• Track delivery
rates
• Track and
report
customer
behavior
• Review trends
over time
• Adapt strategy
according to
customer
behavioral
insights

15. CASE STUDY
15

16. • International electricity and gas company based in the
northeastern United States and the United Kingdom.
• Connects millions of people safely, reliably and
efficiently to the energy they use.
• Value is in having a multi-channel approach to improve
the customer experience.
National Grid Case Study
16

17. National Grid Case Study
17

18. Need
• Reduction of
printing costs
• Paper turn off
rate needed to
increase
• Enhanced
customer
experience
Challenges
• Invested in
portal solution
that resulted
in only 12%
adoption
• Customers
were paying
electronically
but not turning
off paper
• Growing
mobile
audience
Solution
• Rolled over all
portal
customers for
enhanced
customer
experience
• New
customers
were opted in
to receive the
eBill
• Email reaches
mobile and
desktop
Results
• Doubled
paper turn off
in 3 years
• Reduced bill
delivery costs
by 70%
• Migrated 99%
of portal
users, less
than 1% opt
out rate
• 53% mobile
read rate
National Grid Case Study
18

19. 19

20. • Customers are speaking out
• Opti-channel is key
• Email is the missing link
– Email drives trends in CCM, cost savings and
improves the interactive customer experience
– Design for email, track results,
adapt accordingly
Putting It All Together
20

21. A holistic approach is a successful
one – all links make for a strong
CCM chain
Putting It All Together
21

22. Email: michael.wright@striata.com
CEO, Striata
THE MISSING LINK: EMAIL AND
YOUR CCM STRATEGY
Michael Wright
22
LinkedIn: https://uk.linkedin.com/in/michaelhwright
Twitter: @mikewright