Future of Customer Communications: Making Complex Simple
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How to easily create relevant, seamless interactive engagements with your customers In a world where companies spend more than $2 trillion on digital transformation and customer demands for new technology channels are increasing, your company needs to keep up to have any chance of succeeding. But how can you keep communicating with your customers in the most effective way, while still streamlining your operations? Join renowned industry analyst Kaspar Roos, founder & CEO of Aspire, for an interactive on-demand session to discover how the new EngageOne Communicate can help make the complex simple with your approach to customer communications.
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Future of Customer Communications: Making Complex Simple
- 1. The Future of Customer Communications Making the complex simple Kaspar Roos, Founder & CEO, Aspire Chris Cummings, Principal Product Manager, Precisely Gerhard Heide, Senior Global Director, Strategy & Marketing, Precisely
- 2. Housekeeping Webinar Audio • Today’s webcast audio is streamed through your computer speakers • If you need technical assistance with the web interface or audio, please reach out to us using the Q&A box Questions Welcome • Submit your questions at any time during the presentation using the Q&A box. If we don't get to your question, we will follow-up via email Recording and slides • This webinar is being recorded. You will receive an email following the webinar with a link to the recording and slides
- 3. Meet the speakers Gerhard Heide Senior Global Director, Strategy & Marketing Precisely EngageOne Chris Cummings Principal Product Manager Precisely EngageOne Kaspar Roos Founder and CEO Aspire
- 4. The Future of Customer Communications Making the complex simple CCM/CXM CONSULTANCY Kaspar Roos
- 6. Simplexity Higher complexity requires simpler interfaces 6 • Book by Jeffrey Kluger (2008) • Complexity tends to rise as system elements specialize and diversify to solve specific challenges • Simple interfaces tend to improve the usability of complex systems
- 7. One channel to multiple channels Complexity has risen dramatically over the years! 7 Print Call Center From managing two channels To managing 40+ channels and counting!
- 8. Different tools for different comms However, rising need to manage from a single solution 8 Promotional Comms Service Comms Operational Comms • Email • Direct mail • Welcome kits • Product explainers • FAQs • Marketing videos • Upsell/cross-sell • Loyalty • Customer correspondence • Claims interactions • Complaints • Enrollment forms • Change requests • Renewal comms • Activation comms • Bills • Statements • Notifications • Compliance comms • Enrollment forms Customer Communications Mgtmt BPM/ECM CRM/MarTech
- 9. Driven by the customer journey concept Customer journeys cut across organizational units and functional siloes 9 Marketing Product Customer Service Retail (Physical) Online (Web/Mobile) Onboarding, enrollment, activation journey Problem resolution & compliant journey Renewal & repurchasing journey
- 10. Traditional CCM vs. digital-only CaaS Emerging solutions to better match emerging buyers 10 Structured scheduled trigger On Demand Interactive human input Message Creation & Orchestration (composition) Traditional CCM Extensive solution for complex and high- volume document production needs Digital Communications-as-a-Service More light-weight solution for business users to manage bi-directional communications themselves Chat Email & Mobile-first Personalized Videos SaaS
- 11. Why a Unified Communication Solution? 11 CCM solutions are needed • CCM solutions are developed with security and compliance in mind • In regulated industries, regulatory breaches are extremely costly – both from a monetary and reputational point of view • CCM solutions can default back to print if digital communications are not delivered • Compliance/operational comms are virtually always tracked and archived, less for marketing comms • CCM solutions integrate with CRM and MarTech stack, as well as wider ERP/ECM/BPM and core systems stack
- 12. Responsibilities are changing 3% 11% 54% 18% 44% 88% 0% 20% 40% 60% 80% 100% CCM 1.0 CCM 2.0 CXM Upsell Increase CX 12 And so are their requirements CCM Buyers by Maturity Level Primary CCM investment reason by Maturity Level Source: Understanding the CCM-to-CXM transformation opportunity, Aspire, 2019
- 13. Delivery mechanisms are changing Clear preference for subscriptions among companies with higher CXM maturity 13 50.9% 39.7% 41.5% 36.8% 45.5% 34.1% 6.6% 14.2% 24.4% 0% 20% 40% 60% 80% 100% CCM 1.0 CCM 2.0 CXM Don't kn Subscrip License shifting 24 mon License N = 106 N = 365 N = 41 42% 43% 13% 2% Purchase preference License License, but subscription in 12-24 months Subscription Don't know N = 512 • Job role: Marketers and LOB have higher preference for subscriptions than IT respondents • Size classes: SMB has highest preference for subscriptions Source: Aspire, The State of CCM-to-CXM Transformation, 2019
- 14. Shift to more interactive, bi-directional engagement 14 Areas where businesses want richer engagement 39.6% 42.7% 0% 10% 20% 30% 40% 50% 60% Statements Marketing Correspondence Contracts Onboarding Customer service Interest in bi-directional, rich-media engagement Planned Source: Aspire, The State of CCM-to-CXM Transformation, 2019 N = 512 enterprises worldwide NEW USE-CASES • Explainers • Upsell/cross-sell • Renewal communications
- 15. Recommendations 15 How to get the most out of chat, video and digital communications 1. Review how future-proof your communication technology is 2. Digital CCM SaaS solution are capable alternatives for heavy weight CCM or light-weight MarTech solutions 3. If you’re looking to expand into next-gen use-cases, such as personalized videos + chat, email + text/SMS
- 16. 16 Thank You! linkedin.com/in/kasparroos @kasparroos kaspar.roos@aspireccs.com +44 79 619 30 752
- 17. EngageOne Communicate We make the complex simple
- 18. EngageOne Communicate 18 How We Help Clients: • Empower digital customer engagement that drives customer experience • Reuse assets and data in one platform with a common, easily understood UI • Focus areas: • Customer retention • Acquisition • Servicing Our Value: • Design • Personalization • Data management • Delivery • Analytics • Channel mix • Email • SMS • Video • PDF • Chatbots We make the complex simple. Unified SaaS Communications platform for business users and technical specialists
- 19. Customer Experience Onboarding Acquisition EngageOne Communicate powers confident business decisions Turn trusted data into engaging customer interactions. 31% of customers watched the entire video Servicing Opportunity 19 17% accessed their account through the onboarding video 22% More products per customer 50% email open rate and 30% click- through rate 88% of incoming queries deflected away from agents and resolved 42% reduction in statement queries to the call center Speed Fast activation of new accounts & renewals SLAs Lower cost of customer service and improved service levels
- 21. Benefits of Unified Platform Personalized Email Interactive Video Self Serve Chatbot Personalized SMS Analyze Results Veronica registers for a new checking account. She receives a personalized email from the bank inviting her to watch a unique video experience tailored just for her. Veronica’s personalized and interactive video moves her to next logical step on her journey with the organization – opening a new credit card account. Conversation with the organization’s chatbot convinces her to register for self-service options. Proactive SMS payment alert for her first credit card payment gives Veronica peace of mind and builds customer loyalty. Client achieves all these digital touchpoints with one platform. Client understands how Veronica interacts with each communication through Communicate analytics. 21
- 22. Personalized Email 22 • Quick to create and send • Easily personalized using data • Formatted for your customers’ devices
- 23. Dynamic PDF 23 • Easily attach personalized PDFs to outgoing emails • Add barcodes & QR codes and dynamic images • Preview PDFs using data before deployment Need some PDF shots and/or shots of how a PDF would be used in conjunction with an email design Welcome aboard, Veronica! Veronica Uspeshnyy Account # 221B842
- 24. Interactive Video 24 • Add interactivity, music, voiceover • Easily personalized using data • Each viewer charts their own unique experience
- 25. Data-Driven Chatbot • Chatbots can answer 80% of common questions • Easily personalized using data • APIs to support advanced use cases 25
- 26. Personalized SMS 26 • Quick to create and send • Easily personalized using data • 95% of texts opened within 3 minutes of delivery
- 27. Understand Customer Engagement 27 • Quick insight into how communications are performing • Key metrics for each communication type • Consistent user interface
- 28. 28 Design Personalization Data Management Delivery Analytics Channel Mix Industry-first integrated SaaS Communication platform for business users and technical specialists alike Easy Collaboration with a unified approach to design and delivery and a market leading channel mix EngageOne Communicate – we make the complex simple
- 29. Discussion and QA linkedin.com/in/kasparroos kaspar.roos@aspireccs.com gerhard.heide@precisely.com chris.cummings@precisely.com linkedin.com/in/chriscummings01 linkedin.com/in/gerhard-heide Gerhard Heide Senior Global Director Strategy & Marketing Precisely EngageOne Chris Cummings Principal Product Manager Precisely EngageOne Kaspar Roos Founder and CEO Aspire
- 30. Thank you
Notas do Editor
- And now I’m thrilled to introduce our panel of Customer Experience leaders: First, Angus Rogers – Head of Claims Operations at Canopius in the UK. Angus was a featured contributor to the research we are discussing today. Thank you for your contribution Angus, and for joining us today. Next we have Kaspar Roos. Kaspar is Founder and CEO of Analyst firm Aspire, and his research and perspectives are globally recognized in the CX market. Good to have you with us Kaspar. I am delighted to welcome Marissa Buckley to our panel. Marissa is VP of Marketing and Brand Experience at Security First Insurance. This is one of the largest home-owners’ insurance companies in Florida, serving more than 250,000 policy holders. And finally Patrick Roelandt, Managing Director of Dialog Groep. Based in the Netherlands, Dialog Groep provides Customer Communication and Interaction solutions across Benelux and continental Europe. Great to have you here Patrick. With that…. Lets dive into our research.
- So it's into this environment, we’re launching EngageOne Communicate. Because in talking with clients and prospects… We’ve seen them struggling to quickly create personalized digital communications… On different channels… And struggling to understand how those experiences are actually performing. Baked into the DNA of EngageOne Communicate is this concept… That we want to simplify those complexities of digital engagement and digital experiences. We want to take the complex and make it simple.
- So how do we do that? How do we... Empower clients who want to engage their customers digitally… Something that is difficult! Something that is complex. We do we make it simple? Well - first of all - They won’t have to buy or learn multiple different products to achieve these experiences. They’ll be able to create…. all these different digital experiences… With the same data… In one platform With a common interface across all channels. Our value - that we make the complex simple - is expressed in several ways… We'll start with our Designer Market feedback has been consistent and positive toward our designer interface And the approach we’ve taken where We have a lot of functionality But we only reveal it to you as a user, as you actually need it. And we do it in a way that works for both the business user - and IT - so they can collaborate together on these experiences… IT to surface the data and make logic decisions… And the business to consume the data and drive the consumer experience. Personalization We know that communications that demand action… That are personalized… Outperform those that are generic… And we’ve made it really simple for clients to take their data… And apply it to their communications… And set conditions so specific content is only shown to recipients who meet the right criteria. Analytics We’ve made it easier and faster for the business user… To understand how their campaigns are performing… Across the different communication types… Channels The channel mix in Communicate is unique in the marketplace… Nowhere else will you find this selection of capability out of the box… On a single platform. With EngageOne Communicate, we’ve created a digital mix… That honors consumer expectations for common digital touchpoints… like email, like SMS, PDFs attached to your emails… And we’ve expanded to cutting-edge channels… like personalized interactive video and chatbots.
- This platform opens the door for you to engage better with your customers. We’ll look at a specific example in a moment. But first I wanted to highlight some of the use cases and results we’re seeing… Using these technologies. Onboarding… One of our insurance clients, for example… They used an interactive, personalized video… to educate their customers about their new insurance policies… And encourage them to complete different onboarding tasks… Like set up their digital accounts and sign up for paperless billing. 31% of their customers watched the entire video! And almost 17% of them accessed the MyAccount portal through the video! That was huge for them - helping them achieve a major strategic objective… Driving people to self-service. Servicing - We’ve helped healthcare organizations rapidly stand up new solutions With chatbots that answer over 88% of customer queries! Acquisition - Scheduling - Renewals - The list goes on and on… Of the types of use cases and customer experiences we can address… With Communicate… Helping you streamline processes, speed up activations, and lower costs.
- So what I’m going to do now is… Take you through an example use case to show… How you can use these technologies available in Communicate to create… Those quick, contextual, personalized experiences that customers want… With a view into how it’s done.
- First, we have Veronica’s personalized email. You can see, on the right side of the screen… Her email greets her by name… Raising the message’s relevance, because it’s not just a generic message. We could add any other data points as well - Due dates if it’s a bill, items purchased if it’s a returns note… Whatever data you make available to Communicate can easily be added to your communications. Notice, too, that the email is formatted for her device. So it’s easy to read and visually process. The email invites her to watch her personalized video. So there’s a clear call to action! If we look at the lower left… You can see the interface for creating this email… It’s a drag and drop experience -- all done in the browser - Where you choose blocks from the right to drop into the design canvas on the left So you can add images, buttons, dividers, text blocks, tables, different layouts… And then you can modify them in different ways… Change the colors of buttons, or add or subtract padding, all kinds of different options… To make things look exactly how you need them to look. Designing the email only takes a few minutes. And personalizing the email is easy with EngageOne’s approach… Which enables you to easily add your data and then use it however you want… This is a fairly straightforward example… But if you wanted to push the communication further by adding conditionals to it… You can. For example… if you want to tailor promotions or other content based on what the recipient has — or has not — purchased from you, you can do that easily as well. If the user has checking account with you, but not a credit card, you could easily add an upsell message for a credit card that would only be displayed to users without a credit card, based on your data source. And then, when you’re ready, you can preview the communication within the designer… To see how it looks on desktop, tablet and mobile… You can preview with data applied, to spot-check personalizations based on your dataset… And you can send a test run to gather feedback for review & approval. It’s a very flexible approach that means you can launch emails in minutes, not days or weeks. Which is a huge savings. Back to Veronica…
- She clicks the button in the email… And that leads her to her personalized, interactive video. This is an immersive, realtime experience… That combines video, music, VoiceOver, images, forms, buttons, AND data… To help Veronica understand what she’s signed up for… And what the next logical next steps are for her… And let’s her drive the experience… Because her choices determine what happens next. In this segment of the video, she’s presented with options… She chooses to learn more about the app… And then along the way she gets introduced to a credit card offer that she wants to learn more about… If you look at the lower left corner, you can see the interface for video… Where we enable the average business user to quickly create… Realtime, interactive, personalized videos… Pulling in video assets and images… Adding voiceovers - so you don’t need to hire a professional to narrate the experience - Instead, you can use our built-in AI-driven text-to-speech capability… That lets you choose from dozens of different voices, male/female… different nationalities… And bring a whole new dimension to the experience. And if you don’t like the AI options… you can add your own voice to the video to keep everything on brand. We’re talking about an onboarding experience here - but you could just as easily… Imagine doing an event invite, or a product explainer, a check-in video, a follow up to a sales meeting, or many other use cases.
- Again, back to Veronica. Based on her personalized video experience, she decides to open a credit card account. She has questions about what her billing options are… So she engages the website chatbot to get answers. This is an automated conversation… More like a modern messaging app experience than a traditional text exchange. So we have interactivity… buttons, menus, image carousels… All options that propel a conversation forward quickly.. Taking away some of the pain you might experience typing on a mobile keyboard. The experience, again, is driven by data… So it can answer generic questions without her logging into an account… And it can answer questions specific to her accounts after she securely signs in. The entire conversation transcript is saved within the analytics… And can be made available to the business for analysis or follow-up. In the lower left, you can see the design interface for the chatbot… Where you’re dragging blocks from the right into the large canvas area… To create and preview your conversational workflow.
- And now we come to the last part of Veronica’s journey. Remember - she has received the email, watched the video, had her questions answered by the chatbot… And now we’re a couple weeks down the line - She has made her first credit card payment… And we’ve sent her a personalized SMS to confirm receipt of payment. We greet her by name, let her know the current status. And this really close the loop. Research tells us that 95% of text messages are opened within 3 minutes of delivery. And an activity alert like this — Presuming the user has given you permission to contact them in this way — Is an effective way to create loyalty… Because you’re helping your customer easily keep track of what’s going on with their account… Without them having to log into your app or your website Streamlining the customer experience for them. In the lower left, you can see the interface for creating the SMS. Again, a really clean interface that lets you create the message… Personalize it using data… And provides feedback on how many characters you’ve used… To help you stay concise and on-message.
- Behind the scenes, analytics are capturing data on how your customers are interacting… With these communications. Here’s an example of the reporting dashboard for an email… Which you can filter by date range… See the metrics for how many messages were sent, opened… See the click to open rate… So you can tell how engaged users are… Versus how many unsubscribed from you, or bounced. And you can download the entire dataset so you can drill down to the individual user level… To understand how individual recipients interacted with your messages. The particular metrics are different, of course, for each communication type - You have opens and bounces for email… And unique views and average view duration for video… For example. But the interface is consistent across the board - with key information at the top… An engagement chart below it… And the ability to filter information by date… And download it for external analysis. And with that I will turn things over to the REAL Veronica to take us through the user experience that drives EngageOne Communicate.
- And now I’m thrilled to introduce our panel of Customer Experience leaders: First, Angus Rogers – Head of Claims Operations at Canopius in the UK. Angus was a featured contributor to the research we are discussing today. Thank you for your contribution Angus, and for joining us today. Next we have Kaspar Roos. Kaspar is Founder and CEO of Analyst firm Aspire, and his research and perspectives are globally recognized in the CX market. Good to have you with us Kaspar. I am delighted to welcome Marissa Buckley to our panel. Marissa is VP of Marketing and Brand Experience at Security First Insurance. This is one of the largest home-owners’ insurance companies in Florida, serving more than 250,000 policy holders. And finally Patrick Roelandt, Managing Director of Dialog Groep. Based in the Netherlands, Dialog Groep provides Customer Communication and Interaction solutions across Benelux and continental Europe. Great to have you here Patrick. With that…. Lets dive into our research.