Crawford Technologies and Docuplus explain why routine customer communications, such as invoices, statements and bills, could be the secret weapon in direct marketing.
This presentation was first delivered at MediaPro 2011.
4. crawfordtech.com
What is routine customer correspondence?
docuplus.com
Bills
Statements
Invoices
Legal notices
Insurance documents
etc.
5. crawfordtech.com
Why is it interesting when marketing to
customers?
docuplus.com
6. Facts and Figures
• 99% open rates instead of under 1%
• Content read for 2 to 5 minutes
crawfordtech.com
• Also beats direct mail on cost and ROI
• Enhances customer retention
• Cross and up-selling opportunities
docuplus.com
[Source: Royal Mail survey]
7. The problem?
crawfordtech.com
90% of the applications that produce
routine customer correspondence were
written in the 80s and 90s.
docuplus.com
11. Who are Docuplus?
Personalised
crawfordtech.com Transactional
One to One Personalised
Personalised On Demand
Documents documents
docuplus.com
Message
Information Management
Governance
Specialist
Marketing
Techniques
12. How do I implement Transpromo?
Produce an effective ROI based on:
crawfordtech.com
• Reduce costs.
• Include messages on documents that are
already produced.
docuplus.com • Of production on Paper, Inserts (less printing
and weight), Postage, etc
• Increase message effectiveness
(Personalisation, Colour for example)
• Reduce time to market
• Place the management of messages with
marketing / business department
13. TransPromo Objectives
• Use transactional document as a Marketing tool
o Cross sell or up sell products and services
• Make document more readable and easier to understand
crawfordtech.com
o Reduce customer services calls
• Educate customers
o Inform on new rates, options, choices…
docuplus.com • Create a more effective document
o Combine Newsletter, bill and inserts
• Further Personalise documents
o Geographic, usage, profile, previous purchases
“The transactional document is the image of the company”
14. crawfordtech.com
How to implement this –
docuplus.com
isn’t it difficult?
18. Transpromo and
QR Express –
crawfordtech.com
Crawford Technologies
• Simple solution
docuplus.com
• No major infrastructure to be changed
• Changes made to the print file prior to
printing
20. Solution Snapshot
• Australia/PacRim’s largest Service Bureau
• Problem: Salmat’s banking client wanted to turn off paper based
statement yet continue to market to its customers without changing the
crawfordtech.com current application or their use of CMOD archive
• Solution: Customer implemented a CrawfordTech document re-
engineering solution to:
docuplus.com
• Index existing AFP files with additional fields for retrieval purposes
• Load indexed AFP file into CMOD supporting the existing archiving,
viewing and reprinting processes
• Upon retrieval from CMOD, CrawfordTech’s software is invoked to merge
in full colour paper stock backgrounds, terms & conditions text, and full
colour PDFs representing the inserts that would have been in the client’s
envelope. Customer is adding PURLs in next phase of project.
• Convert to PDF and deliver to client screen for presentment
21. Solution Snapshot
• Problem: Salmat’s Financial Services / Travel client wanted to add
targeted messages to their customers based on loyalty point values
and geography – to their existing application
• Solution: A CrawfordTech document re-engineering solution was used
crawfordtech.com on the existing production print stream in a two-pass implementation
• First pass: Determination
• Extract customer name, address, rewards point balance, postal
code and account number
docuplus.com
• Determine area of white space available on each bill
• Write to external file, which is used as input for further
processing:
• Name, address information and customer number
• Page number where white space appears
• Amount of white space available on the page
• Location of where white space starts
22. Solution Snapshot
• The customer developed procedures process the file and returns it:
• These procedures could engage any external business rules, databases,
CRM process, etc
crawfordtech.com
• Second pass: Execution
• The print stream is re-processed along with the returned and updated
external file and the requested images are placed on the appropriate
pages
• Index records are also imbedded into the print file, identifying the added
docuplus.com images for audit purposes
• The new file is then printed and loaded to the CMOD archive
• Eight weeks elapsed to implement including 6 weeks of testing
• Salmat’s client is now evaluating migration to full color devices and
bringing on other applications and print stream types
23. Thanks
crawfordtech.com
Crawford Technologies
www.crawfordtech.com
docuplus.com
Follow us, Like us and Join us –
links at crawfordtech.com/About
Docuplus
www.docuplus.com