Will The
Document
Survive?
TODAY’S TOPIC AND SPEAKER.
2
You need to streamline your communica6ons, integrate your databases, share informa6on and save money.
Novitex Senior Postal Solu6ons Architect, Chris6ne J. Erna, will discuss why and, more importantly, how.
You will walk away with ac6onable tac6cs that will enable you to maximize what’s in your envelope—and thus your communica6ons.
Senior Postal SoluAons Architect
Chris6ne J. Erna has more than 20 years of experience in postal regula6ons, opera6ons, direct mail marke6ng, design, analysis, and training, including 18 years with the United States Postal Service. Thought Leadership, a sought-‐aQer postal requirement consultant and respected industry speaker, Erna presents educa6onal seminars to clients, prospects and partners on a wide range of topics ranging from address quality, postal op6miza6on, to mul6-‐channel marke6ng and how to leverage variable/personalized data within mailpiece design. She has spoken at various events in the Direct Marke6ng industry
1. Trends: The Growing Need to Leverage Integrated Communica6ons.
2. Challenges: What’s Impac6ng Efficient and Effec6ve Documents In Your Envelope.
3. SoluAons: How to Get the Most from What’s in Your Envelope.
4. What You Gain: Maximizing What’s In Your Envelope.
AGENDA.
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TRENDS:
THE GROWING NEED
TO LEVERAGE INTEGRATED
COMMUNICATIONS.
5 These predicAons most likely will not come to fruiAon in this Ameframe...
And here’s why.
WILL DIGITAL OUTPACE PHYSICAL
IN OUR NEAR FUTURE?
Source: InfoTrends
22% 23%
45%
53%
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WHAT THE PAST REVEALS ABOUT
THE FUTURE.
Source: InfoTrends
Physical
communicaAon is sAll here, but
integraAng your communicaAons
is becoming increasingly
criAcal.
§ Digital: Expected growth, 2014-‐17: 46% § Physical: Expected growth, 2014-‐17: (14%) 82% 19% 78% 22% 76% 24% 73% 27% 69% 31% 65% 35%
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FROM A BUSINESS PERSPECTIVE.
BENEFITS
Both have benefits. Email allows for instant and frequent contact, while direct mail is tangible and
has a long shelf life.
SALES
But… direct mail s6ll leads to aslightly greater average order value.
COSTS
Direct mail costs about
100X more than email communica6ons.
Source: Harvard Business Review
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DATA is cri6cal in revealing how your customers want to engage with you. In order to create a two-‐way dialogue, it’s more important than ever to understand their preferences. It also is cri6cal to understand how they engage with each communica6on type.
PREPARING FOR TODAY AND
THE NEAR FUTURE.
Capture and understand customers’ channel preferences and the possibiliAes associated with each instance.
+
Customer Preference & OpAmizaAon=
Physical. Digital.CHALLENGES:
WHAT’S
IMPACTING EFFICIENT AND
EFFECTIVE DOCUMENTS IN
YOUR ENVELOPE.
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HIDDEN CHALLENGES CAUSED BY
DISPARATE WORKFLOWS.
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Results in Lost Opportunity: • No capture or sharing of customer preferences • Inefficient workflows • Increased costs • Greater risk
AN ADDITIONAL CHALLENGE FROM
UNLINKED WORKFLOWS…
11 Sources: U.S. Census Bureau; Na6onal Postal Forum; Silverpop
SaAsfacAon
UNCLEAN
Lost RevenueUNCONNECTED
DATA
A REAL EXAMPLE OF LOST
OPPORTUNITY.
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UNCONNECTED DATA
70% of statements are mailed. But 80% of those same customers
pay online. This reveals a disconnect
and an opportunity to opAmize.
SOLUTIONS:
HOW TO GET THE
MOST FROM THE DOCUMENT
IN YOUR ENVELOPE.
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QUESTIONS TO ASK REGARDING
YOUR WORKFLOWS.
It’s your
lifeblood. IS IT JUST MAIL TO YOU?
ROUTE IT IN DIGITAL WORKFLOWS? STORE IT IN PHYSICAL FILES?
HOW DO YOU MANAGE YOUR MAIL? 50% producAvity Ame spent looking for records
HOW DO YOU MAKE SENSE OF IT
THE ANSWER TO OVERCOMING
YOUR CHALLENGES.
15C O N N E C T Y O U R F I R S T M I L E A N D
L A S T M I L E B Y L I N K I N G
Y O U R
C O M M U N I C A T I O N S ,
E M P O W E R I N G
Y O U T O L E V E R A G E D A T A .
HOW TO LINK YOUR
COMMUNICATIONS.
16 How? It links your first
mile to your last mile
of communicaAons. FacilitaAng -‐ Integrated Documents makes your
communicaAons—print, digital or a combinaAon of the two— bejer. Mul6-‐ Channel Receipt Capture by Digi6zing Data Extrac6on Intelligent Data Produc6on Output
WHAT TO LOOK FOR IN AN END-‐
TO-‐END APPROACH.
17
INNOVATION THROUGH TECHNOLOGY:
• Private, secure cloud-‐enabled framework
• Best of breed technology
• Digital transforma6on
• Real-‐6me informa6on
• Driven by automa6on INTEGRATION THROUGH PROCESS:
• Integra6ng based on your needs
• Single source provider
• Six Sigma methodology
• Best-‐in-‐class performance
• Flexible
• Lower labor costs
• Customized solu6ons
• Predic6ve analy6cs
EXPERIENCE THROUGH PEOPLE:
• Industry-‐specific exper6se
• Industry-‐specific training
• Con6nuous development
…AND WHAT YOU SHOULD BE THINKING OF.
Tradi6onal statement that would arrive with adver6sing inserts, or, personalized
document with graphics that contains relevant offers in the same document.
Which do you prefer?
All Consumers Personalized Statement 63.1% TradiAonal Statement 36.9% 63.1%
36.9%
Source: InfoTrends.
Which Statement do you
Prefer?
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TradiAonal Statement TransPromo Document
Traditional vs. Transpromo
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INNOVATION THROUGH TECHNOLOGY.
DATA is the key element to enabled framework to turn
your unstructured data into a strategic
asset.
Did you know? According to Gartner, a lack of digital business competence
Broadcast
Internet
SMS Print
E-mail Call Center Face-to-face
Managing Customer Communication Mix
Data ties all the elements to strategic Channels to ensure your document is an Essential Part of Communication Strategies
Statements * Direct mail * Brochures * Newsletters * Advertisements. .
INTEGRATION THROUGH PROCESS.
22 Pair industry-‐
specific best pracAces with
Six Sigma to successfully
integrate processes.
Why Process and Six Sigma are CriAcal: Regardless of industry, it ensures accuracy and drives consistency.
23
EXPERIENCE THROUGH
PEOPLE.
Staying smart in today’s ever-‐changing market requires access to humancapital. The pace of change in today’s market is
exceeding the collecAve pace of learning. As a result, many workforces are inadequately trained.
OrganizaAons need to explore and invest in the disciplines that can drive business forward in a digital/physical world.
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WHAT YOU GAIN:
MAXIMIZING THE
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HOW THIS APPROACH MAXIMIZES
WHAT’S IN YOUR DOCUMENT.
AFTER
Holis6c Centralized Holis6c
BENEFITS FROM LINKING YOUR
COMMUNICATIONS.
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IMPROVED SERVICE REDUCED
27
Q
&
A
Chris&ne J. Erna, Six Sigma Greenbelt
Senior Postal Solu&ons Architect Novitex Enterprise Solu&ons 603-‐974-‐1169
[email protected] www.novitex.com
