xploration 2016: the missing link: email and your ccm strategy
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THE MISSING LINK: EMAIL AND YOUR CCM STRATEGY
Mike Wright, CEO
A better customer experience through interactive communications
The Digital Challenges in CCM
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Delivery
Retrieval
Creation
Storage
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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
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HOW DO WE CROSS THE DIGITAL GAP; WHAT IS THE MISSING LINK?
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• 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
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EMAIL IS THE MISSING LINK
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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
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Email and Online can be used on mobile devices
Email Addresses the Trends and Challenges
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Email Addresses the Trends and Challenges
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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
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Optimize Presentation and Preference
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Source: 2014 Customer Communications Business Survey, InfoTrends
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Optimal Customer Preference (InfoTrends)
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Source: 2014 Customer Communications Business Survey, InfoTends
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Email gets Recognized
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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
LEVERAGING EMAIL AS A CHANNEL
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Email as a Channel
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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
CASE STUDY
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• 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
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National Grid Case Study
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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
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• 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
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A holistic approach is a successful one – all links make for a strong
CCM chain
Putting It All Together
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Email: [email protected]
CEO, Striata
THE MISSING LINK: EMAIL AND YOUR CCM STRATEGY
Michael Wright
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LinkedIn: https://uk.linkedin.com/in/michaelhwright
Twitter: @mikewright