Customers today expect organizations to speak to them at "the audience of one" level and convey high-quality communications at each and every touchpoint. This has come about in part because companies like Amazon have excelled in personalizing the customer experience to the point that customers are now asking themselves, "If they can do it, why can't you?"
Fundamentally, companies understand that to increase operational efficiencies they must minimize the time it takes their business managers-those who are developing the revenue-generating programs in areas such as marketing, customer service, and fulfillment-to act on these ideas and get them in play with customers in a manner that is both meaningful and relevant. More specifically, companies should seek a solution that can address the particular needs of communication-intensive business units, such as marketing, legal, and call centers, while enabling the delivery of customized messages across a multitude of channels in both high-volume and ad-hoc scenarios.
A solution called dynamic enterprise publishing, or transpromotional marketing, is earning a seat at the table for many organizations as it enables them to reduce costs and to increase revenue-enhancing activities. These offerings primarily focus on interactive content and transactional output capabilities with proactive marketing, allowing an organization to maximize document white space, manage and leverage multichannel distribution, and combine content from multiple sources, while creating interactive two-way communications.
Forrester Research analyst Craig Le Clair defines transpromotional solutions as a growing segment that combines transactional and promotional content to leverage predictable and long-term customer communications. Large companies are leveraging this technology to provide the same level of service as the neighborhood mom-and-pop shop, and are using transpromo to personalized and customized customer communications.
Put simply, transpromo documents include marketing messages (the more personalized the better), which makes it more likely a customer will see the promotions because roughly 95 percent of people open and look at their bills and statements.
Rather than running when times get rough, organizations need to enhance their customer communications and improve business processes, which will result in speeding time-to-market and reducing the risk of outdated or incorrect content. Engaging customers in a timely and relevant way not only bolsters loyalty, but often increases productivity and reduces operational costs. Instead of requiring business managers to hand off routine implementations to other team members, companies are turning to enterprisewide correspondence management solutions that enable all lines of business users to directly create and launch personalized content while maintaining all necessary rules that govern its use, including approvals, roles, and stylistic requirements.
Leveraging transpromo solutions in conjunction with correspondence management, companies can simultaneously cut the time to market for new and revised customer communications, simplify the workflow process, and reduce the involvement of IT staff. With more personalized, dynamic communications, enterprises can ensure that their document contributions, from customer letters and statements to notices and claims forms, are accurate and current.
The true power and ultimate value of transpromo is its ability to integrate and manage communications across all channels to generate a unified and meaningful customer experience that meets regulation requirements. By creating a consolidated enterprise strategy that supports reusable content, organizations can achieve a meaningful customer relationship that translates into long-term loyalty and improved profitability across the enterprise.
Transpromo's streamlined processes and simplified support and infrastructure reduce operational costs. It also allows for faster time to market, quicker response to changing conditions, and finer control of customer communications, all of which increase revenue opportunities. Not a bad conversion rate considering today's economy.
About the Author
Chris Stone, is president and CEO of StreamServe. Contact Chris at chris.stone@streamserve.com.