Benoit Chatelard Vice President, Production Printing Group, EMEA
In an age where there are so many ways to communicate, it can often be difficult to blend the right mix of channels to deliver a specific message.
With critical customer communications (such as messages that organisations send to their customers and prospects to promote or advertise their offerings or to inform them about business transactions) there is an additional challenge. Not only do you have to make sure your message, no matter which channel you choose, is conveyed in such a way that pleases your audience but your message also needs to meet governmental regulations.
There are a huge volume of customer communications of this type – worth (according to InfoTrends*) $56B worldwide in 2013 and this volume is forecast to grow by 6.9% CAGR (InfoTrends*) . So managing customer communications can be a logistical nightmare if you’re not prepared for it.
Introducing Ricoh’s Customer Communication Management (CCM) platform
Fortunately, Ricoh’s CCM platform makes those goals easily attainable for businesses of many sizes and types, including large enterprises, commercial printers, and small-to-medium-sized enterprises (SMEs).
Our CCM platform leverages a variety of software – both homegrown and from our partner companies – to help organisations looking to reach big audiences do so, with defensible audit trails and automated workflow features included.
Components of Ricoh’s CCM platform
When sending out these kinds of communications, it is critical that the document goes to the right place – whether that’s a mailing address, email inbox or branded web portal customers can access at will. This can often be more than just a question of effective communication; it can be a question of regulatory compliance and avoiding costly fines.
That’s why, beyond accurate addressing protocols, our software helps enact security measures – from secure electronic presentment to encrypted data streams intended for email bodies, attachments, or printed output – to keep customers’ information safe. Additionally, CCM software diligently tracks and records the movements of these documents, so they don’t just know their data is safe, but they can also show it is, making meeting regulatory requirements that much easier.
How Credit Mutuel in France uses CCM
As a result of Ricoh’s CCM solution mail optimised processing and multi-channel delivery has cut postal costs by more than 20%. Print costs have fallen too, with more documents printed using cost-efficient, production systems.
“The simple web-based interface is used to generate professionally presented documents. The integrated solution has increased core business productivity and improved customer centricity. It is also saving the bank money”” Crédit Mutuel Arkéa
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Getting messages across
While keeping personal data safe is clearly important, at its heart, communication is about getting messages across. You can’t get your message across if no one’s reading your communications.
Latest research** has found that people were much more likely to respond to a bill if prompted by a letter through the post rather than via email (80 per cent vs 54 per cent).
That’s why programs within our CCM platform strive to make listening to what organisations have to say as easy and enjoyable as possible for customers.
It is with that in mind that Ricoh and its developer partners designed CCM software with preference management capabilities – that is, allowing communicators to leverage a database matching customers with the channel they’d like to be contacted through and automatically routing communications accordingly: Customers who prefer to be contacted via email get emails, those who prefer printed mail get printed mail, and so on.
Ricoh’s CCM platform goes beyond addressing customers where they want to be spoken to, helping users address customers how they want to be addressed, too. Emails are created by dynamically pulling critical information into readable templates that not only sound like one human being addressing another but also are less likely to get caught up in a spam filter than less sophisticated approaches. Electronic presentment options allow users to customize and brand their content portals, creating a pleasant viewing experience for visitors. Printed communications get a boost, too, leveraging variable data to customise collateral to directly address recipients, potentially boosting response rates.
Whatever the type, format or channel of communication, Ricoh has the expertise and CCM workflow tools to help.
Visit ricoh-europe.com/ccm for more information.
“The Value of Customer Communications – Sizing & Forecast 2013-2018”, InfoTrends July 2015
**‘Managing Money Online’ – Keep Me Posted with London Economics, Sept 2015