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Code Red for CODE-P:
What’s a Customer Omnichannel Digital
Experience Platform, and the impact of a
customer communication breakdown
Kaspar Roos, Founder & CEO, Aspire
Elizabeth Stephen, Lead Consultant, Aspire
Richard Bishop, EVP Sales, Precisely/CEDAR CX
Gerhard Heide, Senior Global Director, Strategy & Marketing, Precisely
Meet the speakers
Gerhard Heide
Senior Global Director
Strategy & Marketing
Precisely
Richard Bishop
Sales EVP
Precisely
Kaspar Roos
Founder and CEO
Aspire
linkedin.com/in/kasparroos
kaspar.roos@aspireccs.com gerhard.heide@precisely.com
linkedin.com/in/gerhard-heide
Liz Stephen
Lead Consultant
Aspire
Elizabeth.Stephen@aspireccs.com
https://www.linkedin.com/in/lizst
ephen/
https://www.linkedin.com/in/richard
-bishop-6a1a041/
Richard.bishop@precisely.com
Code Red for CODE-P:
What’s a Customer Omnichannel Digital
Experience Platform, and the impact of a
customer communication breakdown
Kaspar Roos
Why Customer Experience?
Measuring the perception that customers have about your brand
4
80%
8%
Companies that believe they
offer superior CX
Customers that believethey
received superior CX
Most businesses overestimate how
well they do CX
Or, put differently, most customers are not
happy with their providers!
Source: Understanding the New Digital Reality, 2020
1 out of every 8 consumers will switch providers because of poor CX
Businesses MUST get CX right or risk losing customers
5
“I switched providers because of poor
quality of their communications”
Source: Understanding the New Digital Reality, 2020
15%
75%
6%
4%
Yes
No
Left for other reasons
Don't remember
0%
20%
40%
60%
Insufficient data security Information is not relevant Misspelling name or details Not preferred channel Can't switch channels
Boomers Gen X Millennials Gen Z
6
Source: Understanding the New Digital Reality, 2020
N = 2,000 consumers in the U.S. and Canada
(Top) Which of the following aspects of a poor communications experience would be the most likely to influence you to switch
providers? | (Bottom) Which aspects of a positive communications experience would you actually be willing to pay more for to receive?
0%
10%
20%
30%
Superior data security Relevant and personalized Consistent experience across
channels
Choose where/how to receive Mobile communications Use video in communications
Age is a crucial factor in cultivating superior customer experience
CX has strong impact on Loyalty
Improving your communications has high impact on CX
7
Easy to
interact
Makes me
feel
signicant
Offers value
for money
Is a
sustainable
provider
I’m
recognized
Agre
ed
Yes No Yes No Yes No Yes No Yes No
NPS
impa
ct
+17 -38 +30 -29 +33 -25 +36 -20 +53 -13
Source: Customer (consumer) research, Aspire client
Give customers control
and take away barriers
Increase
personalization
8
Customer
Life Stages
1. Find
2. Sell
3. Deliver
4. Bill
5. Service
6. Engage
Upsell / cross sell
Referrals
Acquisition & Retention
Onboarding / Enrollment
Critical Communications
Direct Mail E-mail Coupon
Forms
Welcome
survey
Signatures
Contracts
Welcome
kit
Personalized
videos
Bills &
Statements
Renewal
Letters
Business
correspondence
Payments
Direct Mail Email
Notifications
Customer
service
Mobile App
Personalized
videos
Chatbot
Portal
Web-site
Omni-Channel Means Lifecycle Marketing
Need to align transactional comms with
marketing
Marketing
communications
Transactional
communications
Specify/Monitor
• Requirements
• SLAs/KPIs
• Campaigns
Create/ Manage
• Template/Message
creation
• Campaign mgmt.
• Orchestration
Automate
• Payments
• eSignature/contracts
• Correspondence
Data Management
• Data lake
• CX measurements
• Channel preferences
• Archival
Respond
• Capture
• Classifying
• AI/sensing
• Transcribing
Distribute
• Print
• Email/html5
• Mobile/text
Point
solutions
In real-life, CCM is a combination of
solutions
And often not the solution to today’s
problems
11
• Fragmented ownership of
customer data
• Complex and disjointed
IT systems
• Expensive software
• Long cycle times
• Many interdependencies
Evolving client needs
 Business users in control
 Self-service (no IT involvement)
 Easy-to-use interface
 Real-time communications
 Multi-channel distribution
Today’s reality
Scalable, cloud solutions are the way forward
12
• Fragmented ownership of
customer data
• Complex and disjointed
IT systems
Evolving client needs
 Business users in control
 Self-service (no IT involvement)
 Easy-to-use interface
 Real-time communications
 Multi-channel distribution
Today’s reality
Composition
Data Processing Post Composition
API / Services Bus
(Message Orchestration)
Mainframe, CRM, ERP
Print ready files, XML, EDI, CSV à
Data Security
Encryption, User Access,
Data Governance
Normalization,
Aggregation
Postal sortation,
Output
management,
Print Optimization
Dashboard, Reporting, Template Mgmt.
(Web Portal / User Interface)
Client data sources Omni-Channel Output
Printers, e-mail providers,
HTML5 responsive output,
digital mailbox (Nordics)
Archive
ß Service calls, data requests
Communications à
ß Responses
Content Repository Delivery Preferences
• Plug-and-play connectors
• Cloud deployment
• Configurable (Low Code)
• Browser-based
CODE-P
Customer Omnichannel Digital Experience Platform
CUSTOMER OMNICHANNEL DIGITAL EXPERIENCE PLATFORM
Build on the notion that the business wants to be more intentional in how they
communicate and interact with customers.
Goal
Improve customer
perception
Right message at right
time to the right
person
Journey mapping
Is a necessity
Journey maps transcend
siloes. All communications
are managed in one place
Relevancy
Customer
interaction
Sharedservice
What is CODE-P?
13
Subheads need to be modified
manually. Select Precisely Bold
from the ribbon.
Then change the Font color
to purple:
To move down a level for
sub-bulleted lists, click on
Indent More in the ribbon:
Keep all headings at the default
text style found on your slide
Text style guide
Communication breakdown in
practice and how to solve it
Richard Bishop
Real-life Alert Example
Poor Communications Use Case
Customer
• Simple mobile check deposit as
part of insurance claim
• Rejection alert due to inability
to receive Money Order and
Travelers Checks - none of
which apply here
16
Call Centre Rep
• Two frustrating phone calls to
contact center
• Incorrect information, wrong
script
• No ability to change message
Impact
• Increased cost
• Increased customer
frustration
• Damaged brand
Many Customer Engagement Channels
17
Source: Capgemini Financial Analysis, 2021; World Retail
Banking Report 2021 Voice of the Customer Survey
To deliver an enhanced
omnichannel CX
businesses must
Implement a digital CX
layer to integrate all
ecosystem players
Enterprise
Priorities
Common Reality
18
• One-off niche application builds
• No shared data model, no end-
to-end governance
• Fragmented processes
• Template updates take months
• Limited ability to evolve CX with
new channels or communication
types
CX
CORE
Digital
Experience
Platform
A New reality
19
Making Compliant Omnichannel Customer Engagement Easy
Shared data model
Integrated workflow
Central governance
• Evolve disjointed customer
journeys where interactions
lack insights
• Leveraging data and workflow
to meet individual needs
• Controlled & connected
customer journey
• Each interaction is personalized
for maximum impact & clarity
Single Digital
Experience Platform
Case Study
Challenge
• High communication and servicing
costs
• Each change cost ~$4K and 140
days
• No e-delivery options for any
customer communication
20
Solution
• Rebranded with significantly
improved customer
personalization and preferences
• Self-Manage, Track and Record
over 1200 changes across 30M
communications per year.
Annual Savings
• $2.9M for change costs,
• $1.8M for e-delivery
• Re-platforming to self-manage
personalized targeted content
• Automated manual fulfilment of
letters and checks
• Data leveraged to drive recon,
personalization and analystics
Results
• US Bank with 6+M customers
• 100s of templates, resources
and content rules
Financial Services
Example
Meet the speakers
Gerhard Heide
Senior Global Director
Strategy & Marketing
Precisely
Richard Bishop
Sales EVP
Precisely
Kaspar Roos
Founder and CEO
Aspire
linkedin.com/in/kasparroos
kaspar.roos@aspireccs.com gerhard.heide@precisely.com
linkedin.com/in/gerhard-heide
Liz Stephen
Lead Consultant
Aspire
Elizabeth.Stephen@aspireccs.com
https://www.linkedin.com/in/lizst
ephen/
https://www.linkedin.com/in/richard
-bishop-6a1a041/
Richard.bishop@precisely.com

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Code Red for CODE-P: What’s a Customer Omnichannel Digital Experience Platform, and the impact of a customer communication breakdown

  • 1. Code Red for CODE-P: What’s a Customer Omnichannel Digital Experience Platform, and the impact of a customer communication breakdown Kaspar Roos, Founder & CEO, Aspire Elizabeth Stephen, Lead Consultant, Aspire Richard Bishop, EVP Sales, Precisely/CEDAR CX Gerhard Heide, Senior Global Director, Strategy & Marketing, Precisely
  • 2. Meet the speakers Gerhard Heide Senior Global Director Strategy & Marketing Precisely Richard Bishop Sales EVP Precisely Kaspar Roos Founder and CEO Aspire linkedin.com/in/kasparroos kaspar.roos@aspireccs.com gerhard.heide@precisely.com linkedin.com/in/gerhard-heide Liz Stephen Lead Consultant Aspire Elizabeth.Stephen@aspireccs.com https://www.linkedin.com/in/lizst ephen/ https://www.linkedin.com/in/richard -bishop-6a1a041/ Richard.bishop@precisely.com
  • 3. Code Red for CODE-P: What’s a Customer Omnichannel Digital Experience Platform, and the impact of a customer communication breakdown Kaspar Roos
  • 4. Why Customer Experience? Measuring the perception that customers have about your brand 4 80% 8% Companies that believe they offer superior CX Customers that believethey received superior CX Most businesses overestimate how well they do CX Or, put differently, most customers are not happy with their providers! Source: Understanding the New Digital Reality, 2020
  • 5. 1 out of every 8 consumers will switch providers because of poor CX Businesses MUST get CX right or risk losing customers 5 “I switched providers because of poor quality of their communications” Source: Understanding the New Digital Reality, 2020 15% 75% 6% 4% Yes No Left for other reasons Don't remember
  • 6. 0% 20% 40% 60% Insufficient data security Information is not relevant Misspelling name or details Not preferred channel Can't switch channels Boomers Gen X Millennials Gen Z 6 Source: Understanding the New Digital Reality, 2020 N = 2,000 consumers in the U.S. and Canada (Top) Which of the following aspects of a poor communications experience would be the most likely to influence you to switch providers? | (Bottom) Which aspects of a positive communications experience would you actually be willing to pay more for to receive? 0% 10% 20% 30% Superior data security Relevant and personalized Consistent experience across channels Choose where/how to receive Mobile communications Use video in communications Age is a crucial factor in cultivating superior customer experience
  • 7. CX has strong impact on Loyalty Improving your communications has high impact on CX 7 Easy to interact Makes me feel signicant Offers value for money Is a sustainable provider I’m recognized Agre ed Yes No Yes No Yes No Yes No Yes No NPS impa ct +17 -38 +30 -29 +33 -25 +36 -20 +53 -13 Source: Customer (consumer) research, Aspire client Give customers control and take away barriers Increase personalization
  • 8. 8 Customer Life Stages 1. Find 2. Sell 3. Deliver 4. Bill 5. Service 6. Engage Upsell / cross sell Referrals Acquisition & Retention Onboarding / Enrollment Critical Communications Direct Mail E-mail Coupon Forms Welcome survey Signatures Contracts Welcome kit Personalized videos Bills & Statements Renewal Letters Business correspondence Payments Direct Mail Email Notifications Customer service Mobile App Personalized videos Chatbot Portal Web-site Omni-Channel Means Lifecycle Marketing
  • 9. Need to align transactional comms with marketing Marketing communications Transactional communications
  • 10. Specify/Monitor • Requirements • SLAs/KPIs • Campaigns Create/ Manage • Template/Message creation • Campaign mgmt. • Orchestration Automate • Payments • eSignature/contracts • Correspondence Data Management • Data lake • CX measurements • Channel preferences • Archival Respond • Capture • Classifying • AI/sensing • Transcribing Distribute • Print • Email/html5 • Mobile/text Point solutions In real-life, CCM is a combination of solutions
  • 11. And often not the solution to today’s problems 11 • Fragmented ownership of customer data • Complex and disjointed IT systems • Expensive software • Long cycle times • Many interdependencies Evolving client needs  Business users in control  Self-service (no IT involvement)  Easy-to-use interface  Real-time communications  Multi-channel distribution Today’s reality
  • 12. Scalable, cloud solutions are the way forward 12 • Fragmented ownership of customer data • Complex and disjointed IT systems Evolving client needs  Business users in control  Self-service (no IT involvement)  Easy-to-use interface  Real-time communications  Multi-channel distribution Today’s reality Composition Data Processing Post Composition API / Services Bus (Message Orchestration) Mainframe, CRM, ERP Print ready files, XML, EDI, CSV à Data Security Encryption, User Access, Data Governance Normalization, Aggregation Postal sortation, Output management, Print Optimization Dashboard, Reporting, Template Mgmt. (Web Portal / User Interface) Client data sources Omni-Channel Output Printers, e-mail providers, HTML5 responsive output, digital mailbox (Nordics) Archive ß Service calls, data requests Communications à ß Responses Content Repository Delivery Preferences • Plug-and-play connectors • Cloud deployment • Configurable (Low Code) • Browser-based CODE-P Customer Omnichannel Digital Experience Platform
  • 13. CUSTOMER OMNICHANNEL DIGITAL EXPERIENCE PLATFORM Build on the notion that the business wants to be more intentional in how they communicate and interact with customers. Goal Improve customer perception Right message at right time to the right person Journey mapping Is a necessity Journey maps transcend siloes. All communications are managed in one place Relevancy Customer interaction Sharedservice What is CODE-P? 13
  • 14. Subheads need to be modified manually. Select Precisely Bold from the ribbon. Then change the Font color to purple: To move down a level for sub-bulleted lists, click on Indent More in the ribbon: Keep all headings at the default text style found on your slide Text style guide
  • 15. Communication breakdown in practice and how to solve it Richard Bishop
  • 16. Real-life Alert Example Poor Communications Use Case Customer • Simple mobile check deposit as part of insurance claim • Rejection alert due to inability to receive Money Order and Travelers Checks - none of which apply here 16 Call Centre Rep • Two frustrating phone calls to contact center • Incorrect information, wrong script • No ability to change message Impact • Increased cost • Increased customer frustration • Damaged brand
  • 17. Many Customer Engagement Channels 17 Source: Capgemini Financial Analysis, 2021; World Retail Banking Report 2021 Voice of the Customer Survey To deliver an enhanced omnichannel CX businesses must Implement a digital CX layer to integrate all ecosystem players Enterprise Priorities
  • 18. Common Reality 18 • One-off niche application builds • No shared data model, no end- to-end governance • Fragmented processes • Template updates take months • Limited ability to evolve CX with new channels or communication types CX CORE Digital Experience Platform
  • 19. A New reality 19 Making Compliant Omnichannel Customer Engagement Easy Shared data model Integrated workflow Central governance • Evolve disjointed customer journeys where interactions lack insights • Leveraging data and workflow to meet individual needs • Controlled & connected customer journey • Each interaction is personalized for maximum impact & clarity Single Digital Experience Platform
  • 20. Case Study Challenge • High communication and servicing costs • Each change cost ~$4K and 140 days • No e-delivery options for any customer communication 20 Solution • Rebranded with significantly improved customer personalization and preferences • Self-Manage, Track and Record over 1200 changes across 30M communications per year. Annual Savings • $2.9M for change costs, • $1.8M for e-delivery • Re-platforming to self-manage personalized targeted content • Automated manual fulfilment of letters and checks • Data leveraged to drive recon, personalization and analystics Results • US Bank with 6+M customers • 100s of templates, resources and content rules Financial Services Example
  • 21. Meet the speakers Gerhard Heide Senior Global Director Strategy & Marketing Precisely Richard Bishop Sales EVP Precisely Kaspar Roos Founder and CEO Aspire linkedin.com/in/kasparroos kaspar.roos@aspireccs.com gerhard.heide@precisely.com linkedin.com/in/gerhard-heide Liz Stephen Lead Consultant Aspire Elizabeth.Stephen@aspireccs.com https://www.linkedin.com/in/lizst ephen/ https://www.linkedin.com/in/richard -bishop-6a1a041/ Richard.bishop@precisely.com

Editor's Notes

  • #17: Frustration image Call centre image? Remove most of text and just use image, text in talktrack Check image, contact centre, frustrated customer Clearly, an exception use case Wrong message, and no ability to change it Rep didn’t have access to what was sent to me. Representatives weren’t trained correctly on this use case 45 min phone call @ $20 per hour = $15 Customer frustration, brand damage Needed to deposit insurance claim check from water leak in my house Seems simple right? Well, read on. Typical Process: Take picture of check Receive alert via email it’s been received Receive alert to notify when funds available After initial alert notification of deposit, a rejection alert was delivered. The reasons given for rejection was inability to take: 1) Travelers Checks ??? 2) Money Orders ??? 3) Cashiers Check??? Non of these reasons applies to this situation – unaccounted for use case Required two phone calls to the contact center Representative didn’t have access to alerts, “can you read the alert to me” Clearly an exception use case- took 45 minus to resolve.
  • #18: Today you engage with your customers on a multitude of engagement channels but are you meeting your customers’ expectations Play with image
  • #19: Edit text down
  • #21: Too much text, perhaps two colums and image on right (Bank), combine solution and roi into 1 column, most of text in talk track Challenge Increased service costs due to rebranding randing Large scale local printing, on-demand comms and manual process in ops Significant cost and time required for changes to communications Previous changes cost an avg. of $3,933 per change & took 140 days No e-delivery options for any customer communication Solution Re-platforming enabled bank to self-manage personalized targeted content Delivered high-volume Welcome Kits and Tax Forms electronically Automated back-office manual fulfilment of letters and checks Data leveraged to drive personalization, recon, and customer analytics 300 templates x 300 resources x 115 content rules x 300 variable metadata Results Rebranded with significantly improved customer personalization and preferences Annual Savings of $2.9M for change costs, $1.8M for e-delivery Self-Manage, Track and Record over 1200 changes across 30M communications per year.