1 © copyright 2008 emc corporation. all rights reserved. personalised customer communications as...
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1© Copyright 2008 EMC Corporation. All rights reserved.
Personalised Customer Communications as your competitive advantage using xPression
AFP Brugergruppen 2008
Peter Cameron – Technical EMC Document SciencesJan-Fredrik Seeberg – Partner Sales Manager
2© Copyright 2008 EMC Corporation. All rights reserved.
Agenda
EMC and EMC Document Sciences– Market Landscape– Our Customers– Our vision– Current Customer Position– Customer Communication Challenges
xPression– Customer Communication Management– Architecture Detail– Use Case Excamples
Demo
Q/A
3© Copyright 2008 EMC Corporation. All rights reserved.
We are a Information Infrastructure Company
12,5 Billion USD revenue 2007
More than 4 Billion USD in R&D and acquisitions the last 4 years
37.000 employees, appr 400 in the Nordics– 4.000 employees in Content Management. 1.000 on development.
Recognized as leader within the most areas we are doing business– Enterprise Content Management– Records Management– Business Process Management– Input Management
– Document Output Management– Storage systems– Storage Resource Management– Archiving– Replication– Security (RSA)– Server Virtualization (VMware)
EMC Leading the Way
4© Copyright 2008 EMC Corporation. All rights reserved.
EMC Document Sciences
Leading provider of customer communications software and services
550+ Blue chip customer base with 250+ financial services / insurance customers
Award-winning xPression product suite; V3 launched in August 2007
600 Employees in 3 continents, world-class professional services organization.
Acquired by EMC in March 2008. Now a part of EMC Content Management and Archiving (CMA)
“Market Leader in Insurance and Banking” “Top Document Solutions
Vendor in Insurance”
Awards:
5© Copyright 2008 EMC Corporation. All rights reserved.
Our Customers
Over 550 Global 2000 clients
Over 50 FORTUNE 500 companies and 250 financial services customers
Industry concentration:• Financial Services• Insurance• Print Service Providers• Government• Manufacturing• Utilities• Telcoms
Generating Over 2 Billion Customer Communications every Month !
6© Copyright 2008 EMC Corporation. All rights reserved.6
Vision
repurposing ofcontent in any format
merging it with data in any format
producing personalizeddocuments in any format
for distribution to any channel
7© Copyright 2008 EMC Corporation. All rights reserved.
Current customer position
Multiple systems-a mixture of 3rd party products and home grown solutions producing documents and communications
Difficult to manage the 100/1000’s of document templates
Documents created and maintained by IT
Delivery channels traditionally via print and in batch
Business process’s paper based
Similar output and/or output to the same customer
High administrative cost maintaining and supporting multiple systems
Minimal control and consistency in what is sent out
8© Copyright 2008 EMC Corporation. All rights reserved.
Current customer position - continued
Traditionally statements, reports, contracts and correspondence
Little consistent branding and standards across communications and documents
Minimal adherence to regulatory requirements
Minimal personalisation
Customer response slow and not always relevant
Batch, little transactional communication
9© Copyright 2008 EMC Corporation. All rights reserved.
Cost to acquire new banking customer
$325New customer attrition: 30-40%Why? Dissatisfaction: 35-40%
Why Should You Care About Personalised Customer Communications?
Response rate improvement
using personalized communication
database, text, images500%Streamlining the account
opening process is an imperative.
Automation and BPM
Optimizing the process across all customer channels
Source: Celent, 2007
Streamlining the account opening process is an
imperative.
Automation and BPM
Optimizing the process across all customer channels
Source: Celent, 2007
Source: Rochester Institute of Technology Digital Printing Study
Source: Document Sciences Analysis, TowerGroup, 2006 World Retail Banking Report
10© Copyright 2008 EMC Corporation. All rights reserved.
What are the Customer Communication Challenges?
Competition– Upsell and cross-sell– Timely communications– Effective, relevant customer messages– Expect rich customer experience
Efficiency– Faster Time to Market– Ease of use, functionality– Straight through processing and automation
Technology– Unify print and web infrastructures– Reduce cost, maintenance, IT management– Eliminate redundant systems– Build future proof infrastructure
Customer loyality– More relevant and appealing documents– Multiple channels to suit customer preferences– Compliance to regulations and branding
Improved customer communications improves customer loyalty
Increase customer retention with real-time, interactive customer communications, allowing field agents to respond to customer requests immediately.
Require more relevant and appealing documents
11© Copyright 2008 EMC Corporation. All rights reserved.
xPression
12© Copyright 2008 EMC Corporation. All rights reserved.
DevelopDevelop
RetainRetain AcquireAcquire
TargetTarget
WelcomeWelcomeManage ProblemsManage Problems
Win BackWin Back
InquireInquireCustomer Life CycleCustomer Life Cycle
Statements, Newsletters
Correspondence
Postcard, Direct Marketing
Collateral, Brochure, Online fulfillment
Target– Empower micro-marketing initiatives– Improve response rates and assure
brand compliance
Acquire– Streamline contract creation process– Ensure accuracy and consistency
Develop– Create a better customer experience– Drive revenue enablement via cross-
selling
Retain– Improve customer loyalty and retention– Expand revenue opportunities through
up-selling
Manage– Target, acquire, develop and retain
customers in a cost-effective manner– Streamline business processes
Statements,Incentives
Correspondence, Incentives
Contracts, Policies
Welcome Kit
xPression meeting the Personalised Customer Communications need
Deliver
Data anddocuments
Businessapplications
Portal
Input
Scannersand faxes
Applicationoutput
Paper ande-forms
Process
13© Copyright 2008 EMC Corporation. All rights reserved.
Customer Communications Management
Data
Contracts
Statements
Design
Real-time,On-Demand
Content
High-Volume Batch
Archive
Web
Mobile
Collateral
Correspondence
xml
xml
xml
xml
xml
xml
xml
xml
Designer End Customer
BatchPrint
14© Copyright 2008 EMC Corporation. All rights reserved.14
Comprehensive & Flexible Communications
All types of customer communications:– High-end, graphically rich documents
(marketing collateral and statements)
– Textual, logic-intensive documents (contracts and correspondence)
– High-volume document generation and distribution (statements and correspondence)
– Negotiated documents that require collaboration (complex contracts)
– Interactive documents (electronic correspondence and web pages)
Statements
Contracts
Collateral
Correspondence
Benefits:• Richer customer experience • Greater customer loyalty and revenue• Increased cross-sell/up-sell opportunities
15© Copyright 2008 EMC Corporation. All rights reserved.
Real-time Interactive
Back-Office: Shift from paper-based processes to BPM-enablement– Real-time or queued eMail, PDF or print generation from any workflow– Fully integrated into BPM approval and exception handling
Customer-Facing: Shift from Print-Mail to Lower-Cost Web/eMail– Email delivery with web site links and PDF attachments– Real-time web site generation of static or fillable PDF– Real-time generation of personalized web pages with integrated eForms for
“conversational” marketing applications
xPression supports the generation of any personalized document type, from static (e.g. Adobe Postscript), to fillable (e.g. Adobe PDF), to fully dynamic (rich HTML/XML) withinteractive eForms elements such as type-in fields, pulldowns, etc.
16© Copyright 2008 EMC Corporation. All rights reserved.
Solutions
17© Copyright 2008 EMC Corporation. All rights reserved.
Architecture DetailArchitecture Detail
Highlights
Web architecture with web-based tools and thick design client
J2EE, XML, Web services
Open database and content integration
Real-time and batch processing
Multi-channel distribution
Highlights
Web architecture with web-based tools and thick design client
J2EE, XML, Web services
Open database and content integration
Real-time and batch processing
Multi-channel distribution
J2EE Application Server
End-User Applications Administration Document Design
ContentCustomer Data
Dis
trib
uti
on
xP
RS
Se
rver
La
yer
Ap
pli
cat
ion
La
yer
Dat
a /
Co
nte
nt
La
yer
xRequest xResponse xRevise xDashboard xAdmin xDesignxPresso
for InDesignxPresso for
DreamweaverxPressofor Word
Web
Archive
ECM
xPression Controllers
xPression Publishers
xAssemble
xBatch
ECMxPression Database
Relational Data
XMLData
LegacyData
JavaDataExit
XMLParser
JDBC
HTTP
xF
ram
ew
ork
18© Copyright 2008 EMC Corporation. All rights reserved.
Where does xPression fit in within EMC?
Com
plian
ce
Records
Security
Information Lifecycle & Storage
Con
tent
FederatedRepository
DocumentManagement
Search
Inp
ut
Documents& Faxes
Forms& emails
Data
Ou
tpu
t
Reports
Applications
DynamicCommunication
Process
19© Copyright 2008 EMC Corporation. All rights reserved.
xPresso for Word
xDesign
xRevise: Paperless Contract Negotiations
Package
xRevise with Word 2003
Archive
Bank/Counter Party uses Word 2003 with
Track Changes
ChangesChangesFinal
BatchPrint
20© Copyright 2008 EMC Corporation. All rights reserved.
Content Management
Generated documents managed and archived in
Documentum
Review / Edit
Documentum workflow used as routing engine
Multi-Channel Delivery
Document formatted and rendered for selected channel
Fax
CD-Rom
Paper
Wireless
Portal
Transaction Data
From eForm, Scanned Docs
Counterparty ABC CorpTypeInsuranceNumberINR45445JurisdictionUnited StatesStateNYSpecified EntityBiscyane Bank
During Set-Up
Create templates with text fragments and business rules
in DocSciences xPression
Use Case Example
Counterparty ABC CorpTypeInsuranceNumberINR45445JurisdictionUnited StatesStateNYSpecified EntityBiscyane Bank
Document Generation
Data values drive business rules to generate document
from template
DocSciences xPression
21© Copyright 2008 EMC Corporation. All rights reserved.
Example: New Account Opening
Benefits:• Automates customer
communications• Automatically part of
legal record/transaction• Further streamlines
operations
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Storebrand customer experience
Pain xPression offering
Need of uniformity across the businesses
Document duplication through different hard to maintain legacy systems
No communication or cooperation between business areas/units to unify client communication
Different individuals supporting duplicated systems
Customers receives a number of mail shots, letters, proposals and information from different business units generated in error-prone manual creation processes
Postage cost to high Branding Cross selling and up sell Time to market Old technology
One place to maintain all client communication across the businesses
Offer one easy-to-maintain solution xPression Offer the use of one team delivering all
documents needed to all clients through all channels
Offer one team maintaining one system
Offer all mails, letters, proposals and information to be produced in one highly automated processes
Offer one message from multiple business areas in a uniformed way
One place maintain the company brand Right information at the right time to the right
client. They buy more Offer new documents to be developed outside IT Offer technology for the future based on J2EE,
SOA, Web services, ECM integration and the openness of Design Tools
23© Copyright 2008 EMC Corporation. All rights reserved.
General Motors
GM needed a solution to more effectively generate its worldwide dealer contracts
– Migrate from legacy mainframe application– Enable contract request, approval workflow,
electronic delivery and long-term archival – Maintain all contracts in compliance while
providing the contracts group the ability to modify standard language as required
GM solution with Documentum and xPression
– Interactive dealer contract generation request via Documentum Webtop with automated routing through contract mgmt workflow.
– Reduced Cost by eliminating mainframe processing, and by improving operational efficiency through automation. Elimination of printing costs by shifting to PDF delivery.
– Reduced Risk by providing audit trail capability, providing security and user access, and increased functionality and efficiency through greatly improved user experience for GM dealer contracts team.
Records Management
Dealer Contract Request
Contract MgmtWorkflow
ContractGeneration
Approval Process
24© Copyright 2008 EMC Corporation. All rights reserved.
Demo
25© Copyright 2008 EMC Corporation. All rights reserved.
The Value to Customers
Allows organisations to deliver a more compelling customer experience – Leads to increased customer loyalty and revenue– Actively support cross-sell/up-sell activities
Putting Content to use– Automates the creation and delivery of well-designed, highly personalized communications– Contracts, policies, statements, customized marketing collateral and correspondence
Specialised solutions for specific use-cases– Interactive applications – delivering increased customer value– Correspondence & statement management – Loan origination, wealth management, brokerage/derivatives, new account enrollment, claims
processing
Best in class Document Output Management Technology – SOA Technology sets the bar for dynamic content publishing technology – Based on technology standards J2EE, XML, Web Services, JMS, MS.Net
Comprehensive DOM platform – xPression product brings comprehensive set of components to for document design, assembly,
composition, output processing and multi-channel delivery