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Personalizing Multi-Channel
Communications to Retain
High-Value Customers
PRESENTERS
Kaspar Roos
CEO and Customer
Communications Analyst
Aspire
Presented by
MODERATOR
Marcus Johnson
Senior Analyst
eMarketer
Tech Talk Tuesday
Logan Franey
Product Marketing
Manager
Adobe
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalizing Multi-Channel Communications to Retain High-Value Customers
Kaspar Roos | CEO and Customer Communications Analyst, Aspire
Logan Franey | Product Marketing Manager, Adobe Experience Manager
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1 | Introduction to CCM
2 | Personalized Communications
3 | 3 Critical Capabilities of Customer Communications
4 | Best Practices: Building a Communications Roadmap
5 | Q & A
Agenda
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Introduction to Customer Communications Management (CCM)
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
About Aspire
 Customer Communications Management (CCM) experts
 Based in London, England, but many clients in the U.S.
 www.aspireccs.com
We help clients successfully navigate the complexities of the
changing customer communications market:
1. CCM assessments
2. Strategy development
3. Vendor & Partner selections
linkedin.com/in/kasparroos
@kasparroos
kaspar.roos@aspireccs.com
UK: +44 1923 605 526
US: +1 617 440-3131
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is Customer Communications Management (CCM)?
1970 1980 1990 2000 2010 2015 2020
Stand-alone
Mainframes
Distributed
Client-Server
Cloud
Social, Mobility, Big Data
Ambient
IOT, AI
• Transactional print
• Monolithic systems
• WYSIWYG Document Design
• Separation of content, data
and logic
• Electronic presentment
• Portals
• Interactive
• Dynamics
• Promotional
• Mobile
• Omni-Channel /
Conversational
• Customer journeys
• Business User
enablement
• Artificial Intelligence
• Chat bots
• Speech recognition
• Robotic process automation
The creation, management, and fulfilment of omni-channel customer communications to increase
business performance, enabled by empowered employees.
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketers want to manage CX across all touchpoints
Customer journey: pre-purchase process Customer journey: post-purchase process Business objectives
Data-driven, personalized, multi-channel communications
Evaluate
Acquire Engage
Advocate
Find
Learn
Buy/Subscribe
Engage
Consume
Retain
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Omni-channel requires overarching strategy
Customer Lifetime
Value
Time
Lead Generation
Lead Nurturing
Conversion Offer
Welcome Kits
Prospect Inactive CustomerActive Customer Lost Customer
Customer Communications Interactions
Onboarding
Statements
Newsletter /
Emails
Upsell / Cross Sell
Loyalty Offers
Reminders /
Notifications
Renewal Offers
Lost Customer
Returned
Customer
Contact Center
Calls
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The New Customer Communications Platform Paradigm
© Aspire, 2018
Legacy Today’s best practice
✘ Different applications for managing customer communications
✘ Digital often hardcoded in mobile/web apps
✘ Costly or time-consuming to manage/scale
✘ IT involvement often required
✔ Shared infrastructure replacing point solutions
✔ Manages all customer communications, including print, e-mail, web, mobile
✔ Interactive communications allow business users to have full control
✔ Agile, tracking, fully compliant
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CCM/CXM ecosystem in 2020-2025
© Aspire, 2018
Data lake
COLLABORATION
(journey management)
Analytics
Channel
preferences
Content
Platforms
Profile
mgmt.
System of records
(CRM, ERP)
Business
process mgmt.
Connectors
Integrations
Legacy
systems
Orchestration Delivery
Engagement
Optimization
Integration Layer
Core
systems
WorkflowLow-code /
no-code
frameworks
Machine
Learning Composition
Interactive
Content
services
Customer self-
service portals
Business
users
Business
users
CX users
Omni-channel output
Mobile capture
forms, signatures, images
Gateway
Email, Text/SMS, Payments, Social
Media, Mobile Messaging Networks
Campaign
mgmt.
Social
monitoring
Scanning
Input
Call center /
WFO
Automation
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Let’s look at a couple of case studies
© Aspire, 2018
• UK-based bank
• Optimizing the
onboarding process for
new account openings
• Making personalized
customer communications
part of the digital
marketing strategy
• Case study shown at the
2016 Adobe Summit
• UK-based travel agency
• Overcoming disjointed
customer communications
• Using journey mapping
and communications
design best practices
• Case study shown at a
2017 Adobe Marketing
Event, London
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
NatWest: Turning a Cost Center into a Profit Center
© Aspire, 2018
Source: Adobe Marketing Summit, 2016
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Virgin Holidays: UK-based travel agency
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Understanding Customer Journey
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Summary
Technology has evolved to a point that it enables marketers and
business users to be in control, even for regulated or legacy
communications
© Aspire, 2018
1
2
3
Digital leaders are defining new best practices in terms of
overcoming siloes, creating coordination between organizational
functions, and improving cycle times and agility
Marketers need to own the entire customer experience, including
post-purchase customer communications
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Let Aspire help with your evolving CCM needs
© Aspire, 2018
Sign up for free at:
www.aspireleaderboard.com
Contact me for a free one month upgrade
kaspar.roos@aspireccs.com
Please remember:
1. We provide CCM maturity benchmarking &
assessment services
2. We help you unlock business value by
optimizing your CCM strategy
3. We can help with technology and partner
selection
Aspire Leaderboard, www.aspireleaderboard.com,
a dynamic vendor positioning & insights portal
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalized Communications
19
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalized communications are critical for customer retention
73% of consumers prefer to
do business with brands that
use personal information to
make experiences more
relevant
Digital Trends: Why Consumers Are Increasingly Wiling
to Trade Data for Personalization
3x
Customers are 3x more likely
to churn during first 90 days
of opening an account
PeopleMetrics: Improving Banking Customer
Experiences
85% of consumers would
stop using or switch brands
after only 1 or 2 poor
interactions
The Harris Poll on behalf of Lithium Technologies: The
Path to Happy Customers
85%
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalization throughout the customer journey
Advertising
Content marketing
Marketing campaigns
Engage RetainEnroll Onboard
Eligibility and enrollment
Forms and applications
Status Letters, Welcome
Kits and Emails
Contract documents
Monthly statements
Account notices
Relevant up/cross-sell
Change Account details
Claims
Channel Personalization
Data Personalization
Experience Personalization
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CommunicationsOnboarding
Create a cycle to engage, up-sell, and cross-sell with Communications
EnrollmentAwareness
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3 Critical Capabilities of Personalized Communications
23
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Overview: Creating personalized communications at scale
Centralized content, business-user drag & drop authoring
Automated
workflows
Omni-channel
composition
Back-end data
integrations
Content
personalization
Omni-channel
delivery
Integrating data to automate
Multi-channel
authoring and delivering
Personalizing
content & offers
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Integrating data to automate
Data connections
Content
Branding
Translations
Create Once,
Publish Everywhere
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Authoring and delivering on the customer’s preferred channel
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalizing content and offers for up and cross-sell
Apply
Now!
Apply
Now!
Apply
Now!
Spending patterns
Subscribed
products & services
Demographics
3rd party data
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Best Practices: Building a Communications Roadmap
28
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why not build your own CCM solution or extend legacy tech?
Custom development required
Long IT release cycles
Need to secure resource/funding
Need to fight for prioritization
No shared content or scalability
DIY & Legacy solutions… Modern communications platform…
No/low code required, less reliance on IT
Content changes published as-needed
Simple process: no budget planning or approvals
Remove external dependencies, prioritize internally
Business users can manage and re-use existing content
Faster time to marketMore cost, Less efficiency
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketer’s Hierarchy of Needs
Define
Scale
Integrate
Automate
Personalize
Define Data & Process
Connect Back-end Systems
Enable Preferred Channels
Optimize the Process
Personalize Experiences
Accelerate Programmatic Optimization
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Future of Customer Communications
Accelerate digital
conversion
Next best
interaction
1:1 personalization
at scale
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Quick Updates
Set Up Reusability
IT-Business Partnership
Low Impact
Simple Content
Limited Teams
Incremental ROI
Phased Approach
Capabilities
How do I get started? – Best Practices
Build a Roadmap Start Small, Then Scale Empower Business Users
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Visit the Aspire:
“CUSTOMER
COMMUNICATIONS
LEADERBOARD”
to see why Adobe leads
the way in omni-channel,
personalized
communications
Read the:
“ADOBE FORMS
MATURITY MODEL”
whitepaper to learn how
to eliminate disjointed
experiences across
enrollment and
communications
Read the:
“ADOBE CUSTOMER
COMMUNICATIONS”
whitepaper to view best
practices on how to get
started with personalized
communications
Learn more about how Adobe can help
1 2 3
© Aspire, 2018
Q&A SESSION
Logan Franey
Product Marketing Manager
MODERATOR
Marcus Johnson
Senior Analyst
PRESENTER
Kaspar Roos
CEO and Customer
Communications Analyst
PRESENTER

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Tech Talk Tuesday: Personalizing Multi-Channel Communications to Retain High-Value Customers

  • 1. Personalizing Multi-Channel Communications to Retain High-Value Customers PRESENTERS Kaspar Roos CEO and Customer Communications Analyst Aspire Presented by MODERATOR Marcus Johnson Senior Analyst eMarketer Tech Talk Tuesday Logan Franey Product Marketing Manager Adobe
  • 2. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalizing Multi-Channel Communications to Retain High-Value Customers Kaspar Roos | CEO and Customer Communications Analyst, Aspire Logan Franey | Product Marketing Manager, Adobe Experience Manager
  • 3. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 | Introduction to CCM 2 | Personalized Communications 3 | 3 Critical Capabilities of Customer Communications 4 | Best Practices: Building a Communications Roadmap 5 | Q & A Agenda © Aspire, 2018
  • 4. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Introduction to Customer Communications Management (CCM)
  • 5. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. About Aspire  Customer Communications Management (CCM) experts  Based in London, England, but many clients in the U.S.  www.aspireccs.com We help clients successfully navigate the complexities of the changing customer communications market: 1. CCM assessments 2. Strategy development 3. Vendor & Partner selections linkedin.com/in/kasparroos @kasparroos kaspar.roos@aspireccs.com UK: +44 1923 605 526 US: +1 617 440-3131 © Aspire, 2018
  • 6. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What is Customer Communications Management (CCM)? 1970 1980 1990 2000 2010 2015 2020 Stand-alone Mainframes Distributed Client-Server Cloud Social, Mobility, Big Data Ambient IOT, AI • Transactional print • Monolithic systems • WYSIWYG Document Design • Separation of content, data and logic • Electronic presentment • Portals • Interactive • Dynamics • Promotional • Mobile • Omni-Channel / Conversational • Customer journeys • Business User enablement • Artificial Intelligence • Chat bots • Speech recognition • Robotic process automation The creation, management, and fulfilment of omni-channel customer communications to increase business performance, enabled by empowered employees. © Aspire, 2018
  • 7. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketers want to manage CX across all touchpoints Customer journey: pre-purchase process Customer journey: post-purchase process Business objectives Data-driven, personalized, multi-channel communications Evaluate Acquire Engage Advocate Find Learn Buy/Subscribe Engage Consume Retain © Aspire, 2018
  • 8. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Omni-channel requires overarching strategy Customer Lifetime Value Time Lead Generation Lead Nurturing Conversion Offer Welcome Kits Prospect Inactive CustomerActive Customer Lost Customer Customer Communications Interactions Onboarding Statements Newsletter / Emails Upsell / Cross Sell Loyalty Offers Reminders / Notifications Renewal Offers Lost Customer Returned Customer Contact Center Calls © Aspire, 2018
  • 9. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The New Customer Communications Platform Paradigm © Aspire, 2018 Legacy Today’s best practice ✘ Different applications for managing customer communications ✘ Digital often hardcoded in mobile/web apps ✘ Costly or time-consuming to manage/scale ✘ IT involvement often required ✔ Shared infrastructure replacing point solutions ✔ Manages all customer communications, including print, e-mail, web, mobile ✔ Interactive communications allow business users to have full control ✔ Agile, tracking, fully compliant
  • 10. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CCM/CXM ecosystem in 2020-2025 © Aspire, 2018 Data lake COLLABORATION (journey management) Analytics Channel preferences Content Platforms Profile mgmt. System of records (CRM, ERP) Business process mgmt. Connectors Integrations Legacy systems Orchestration Delivery Engagement Optimization Integration Layer Core systems WorkflowLow-code / no-code frameworks Machine Learning Composition Interactive Content services Customer self- service portals Business users Business users CX users Omni-channel output Mobile capture forms, signatures, images Gateway Email, Text/SMS, Payments, Social Media, Mobile Messaging Networks Campaign mgmt. Social monitoring Scanning Input Call center / WFO Automation
  • 11. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Let’s look at a couple of case studies © Aspire, 2018 • UK-based bank • Optimizing the onboarding process for new account openings • Making personalized customer communications part of the digital marketing strategy • Case study shown at the 2016 Adobe Summit • UK-based travel agency • Overcoming disjointed customer communications • Using journey mapping and communications design best practices • Case study shown at a 2017 Adobe Marketing Event, London
  • 12. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. NatWest: Turning a Cost Center into a Profit Center © Aspire, 2018 Source: Adobe Marketing Summit, 2016
  • 13. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Virgin Holidays: UK-based travel agency © Aspire, 2018
  • 14. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Understanding Customer Journey © Aspire, 2018
  • 15. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © Aspire, 2018
  • 16. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Summary Technology has evolved to a point that it enables marketers and business users to be in control, even for regulated or legacy communications © Aspire, 2018 1 2 3 Digital leaders are defining new best practices in terms of overcoming siloes, creating coordination between organizational functions, and improving cycle times and agility Marketers need to own the entire customer experience, including post-purchase customer communications
  • 17. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Let Aspire help with your evolving CCM needs © Aspire, 2018 Sign up for free at: www.aspireleaderboard.com Contact me for a free one month upgrade kaspar.roos@aspireccs.com Please remember: 1. We provide CCM maturity benchmarking & assessment services 2. We help you unlock business value by optimizing your CCM strategy 3. We can help with technology and partner selection Aspire Leaderboard, www.aspireleaderboard.com, a dynamic vendor positioning & insights portal
  • 18. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalized Communications 19
  • 19. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalized communications are critical for customer retention 73% of consumers prefer to do business with brands that use personal information to make experiences more relevant Digital Trends: Why Consumers Are Increasingly Wiling to Trade Data for Personalization 3x Customers are 3x more likely to churn during first 90 days of opening an account PeopleMetrics: Improving Banking Customer Experiences 85% of consumers would stop using or switch brands after only 1 or 2 poor interactions The Harris Poll on behalf of Lithium Technologies: The Path to Happy Customers 85% © Aspire, 2018
  • 20. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalization throughout the customer journey Advertising Content marketing Marketing campaigns Engage RetainEnroll Onboard Eligibility and enrollment Forms and applications Status Letters, Welcome Kits and Emails Contract documents Monthly statements Account notices Relevant up/cross-sell Change Account details Claims Channel Personalization Data Personalization Experience Personalization © Aspire, 2018
  • 21. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CommunicationsOnboarding Create a cycle to engage, up-sell, and cross-sell with Communications EnrollmentAwareness © Aspire, 2018
  • 22. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Critical Capabilities of Personalized Communications 23
  • 23. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Overview: Creating personalized communications at scale Centralized content, business-user drag & drop authoring Automated workflows Omni-channel composition Back-end data integrations Content personalization Omni-channel delivery Integrating data to automate Multi-channel authoring and delivering Personalizing content & offers © Aspire, 2018
  • 24. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Integrating data to automate Data connections Content Branding Translations Create Once, Publish Everywhere © Aspire, 2018
  • 25. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Authoring and delivering on the customer’s preferred channel © Aspire, 2018
  • 26. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalizing content and offers for up and cross-sell Apply Now! Apply Now! Apply Now! Spending patterns Subscribed products & services Demographics 3rd party data © Aspire, 2018
  • 27. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Best Practices: Building a Communications Roadmap 28
  • 28. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Why not build your own CCM solution or extend legacy tech? Custom development required Long IT release cycles Need to secure resource/funding Need to fight for prioritization No shared content or scalability DIY & Legacy solutions… Modern communications platform… No/low code required, less reliance on IT Content changes published as-needed Simple process: no budget planning or approvals Remove external dependencies, prioritize internally Business users can manage and re-use existing content Faster time to marketMore cost, Less efficiency © Aspire, 2018
  • 29. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketer’s Hierarchy of Needs Define Scale Integrate Automate Personalize Define Data & Process Connect Back-end Systems Enable Preferred Channels Optimize the Process Personalize Experiences Accelerate Programmatic Optimization © Aspire, 2018
  • 30. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Future of Customer Communications Accelerate digital conversion Next best interaction 1:1 personalization at scale © Aspire, 2018
  • 31. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Quick Updates Set Up Reusability IT-Business Partnership Low Impact Simple Content Limited Teams Incremental ROI Phased Approach Capabilities How do I get started? – Best Practices Build a Roadmap Start Small, Then Scale Empower Business Users © Aspire, 2018
  • 32. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Visit the Aspire: “CUSTOMER COMMUNICATIONS LEADERBOARD” to see why Adobe leads the way in omni-channel, personalized communications Read the: “ADOBE FORMS MATURITY MODEL” whitepaper to learn how to eliminate disjointed experiences across enrollment and communications Read the: “ADOBE CUSTOMER COMMUNICATIONS” whitepaper to view best practices on how to get started with personalized communications Learn more about how Adobe can help 1 2 3 © Aspire, 2018
  • 33. Q&A SESSION Logan Franey Product Marketing Manager MODERATOR Marcus Johnson Senior Analyst PRESENTER Kaspar Roos CEO and Customer Communications Analyst PRESENTER