Automaker learns that with high-value communications, you provide timely, personalized info that converts into cash.
Date Submitted: 11/27/2007 11:59:13 AM
A leading auto manufacturer routinely exhibited at car races to
generate sales. Capturing prospect names was easy; fulfilling
requests for specific model information was not. Prospects received
generic information from a massive inventory of pre-printed
material stuffed into envelopes by hand. The fulfillment process
could take months and conversion rates were low.
This
automaker learned that with high-value communications, you
must provide timely, personalized information. Sending the right
message at the right time shows prospects the level of service
they can expect as customers and results in a brand experience
consistent with your brand promise.
Businesses send a
variety of customer communications that are critical. Failure is not
an option. It may be a response to an inquiry, a legal notification
or a welcome kit. These communications cannot be late,
misaddressed or incomplete. Typically, they must generate a near
100 percent response rate, or otherwise serious compliance issues,
revenue shortfalls or damage to brand reputation can
result.
A national credit card company experienced low
activity levels for on-boarding merchants. It turns out the firm’s
new-merchant activation kit was so poorly organized, people
couldn’t figure out how to initiate the system, so they didn’t
bother. Another example involved a drug company whose product
for a serious ailment might be linked to birth defects. The FDA
demanded assurance that all health care professionals and women
who might become pregnant knew the risk. Non-compliance would
result in withdrawal from the market.
The solution: To
achieve your goals, high-value and critical communications need
seamless integration, from document creation to production,
through to delivery. A complete solution uses digital document
libraries, on-demand printing and just-in-time warehousing for the
highly personalized components. It combines these with traditional
offset printing for the parts of your communications that don’t
change, while providing accurate, efficient delivery
systems.
The benefits of a customized, integrated
solution are significant. It yields improved response rates. Boost
responses and sales by not asking prospects to search for the
information.
It also lends to effective customer on-
boarding. Jump-start relationships with customized welcome
materials. Businesses get an optimized CRM output. Improve
retention rates with rich, customer-specific
data.
Customized, integrated solutions can allow for
compliance adherence. Conform to regulatory requirements and
avoid mistakes with online tracking and greater process accuracy.
Expense visibility is also a benefit of using this type of solution.
Control costs without sacrificing quality, significantly improving
return on investment.
The automaker eventually hired a
vendor who designed a system for creating and delivering highly
personalized brochures. Virtually every data element and image,
specified by color, make and model is now available digitally,
eliminating the need for pre-printing, warehousing and generic
brochures. Turnaround times now are one day or less, so prospects
get the information they need when they’re most likely to buy.
Inventory and print spend are cut, and customer traffic at
dealerships is up 30 percent. The plain fact is that for critical and
high-value communications, customized, integrated solutions have
enormous business payback.
Vince De Palma--EVP and president of Pitney Bowes Management Services
