1.
CUSTOMER
COMMUNICATIONS
MANAGEMENT
BETTER
BUSINESS
PROCESSES

2.
CUSTOMER
COMMUNICATIONS
MANAGEMENT (CCM)
Delivering a consistent customer
experience across multiple channels
with true personalisation

3.
BUILD CUSTOMER
LOYALTY AND
STRENGTHEN
YOUR BUSINESS

4.
THE CCM
LANDSCAPE
IS CHANGING

5.
CUSTOMERS EXPECT MORE
If you want to get heard
and you want to stand
out from the crowd,
your messages have
to be relevant and
personalised
Loyalty isn’t
easily won

6.
AND IN THE RIGHT PLACE,
AT THE RIGHT TIME
There are
more channels
than ever
before
And that
message needs
to be consistent
You need to pick
the right mix to
get your message
across

7.
CONFLICTING MESSAGES
CONFUSE CUSTOMERSWhen different
departments say different
things, the customer goes
somewhere different
for a solution
A coordinated
approach gives you
more control

8.
WINNING NEW
BUSINESS COSTS
MORE THAN
GROWING
EXISTING
BUSINESS
Reduce costs
by retaining
customers

9.
EFFICIENT USE &
RE-USE OF CONTENT
CAN DRIVE
SAVINGS TOO

10.
INFORMATION AT WORK
On 3 July 2014 Canon hosted an event
to bring together industry experts and
technology leaders to discuss opportunities
and share insights around Information
Management – including Customer
Communications Management (CCM)

11.
CCM SEMINAR
OVERVIEW
1. DECENTRALISED COMMUNICATIONS
2. MULTI-CHANNEL DEMANDS
3. COMPLEXITY

12.
1. DECENTRALISED
COMMUNICATIONS
How easy is it to ensure greater
integration and messaging
consistency with each stakeholder
across multi-department and sometimes
multi-region campaigns?

13.
2. MULTI-CHANNEL
DEMANDS
How can organisations ensure their
marketing message is hitting the right
people in the medium – reaching out
to customers in the way they want to
be reached?

14.
3. COMPLEXITY
How can organisations avoid
increasing the complexity of
enterprise communications with
point solutions? Is there a ‘big fix’?

15.
THE SPEAKERS INCLUDED:
Adam Gillbe
European Strategic
Communications Director
Canon Europe
Kaspar Roos
Director
InfoTrends Production
A specialist in forecasting
CCM market trends
Manfred Senn
Managing Director
Mapro AG
A Canon customer with
a success story to share

16.
THEY TALKED
ABOUT...

17.
CHANNEL LISTENING &
RESPONSE MANAGEMENT
• Channel listening & monitoring
• Feedback analysis
• Trigger for additional actions or
on-demand communications
MULTI CHANNEL PRODUCTION
• Output across all channels
• Content optimisation
• Archiving & Retreival
• E-billing and mobile payment
CUSTOMISED COMMUNICATIONS
• Structured, on-demand or interactive
• On-statement messaging (blending personalised
information with transactional data)
• Not limited to print; rich media (e.g. personalised
videos) can be embedded in electronic content
• Quick Response Codes or Augmented Reality for
additional interactivity
DATA CAPTURE & ANALYTICS
• Capturing / Data Mining
• Data integration
• Customer Segmentation & Analysis
CUSTOMER COMMUNICATION MANAGEMENT OVERVIEW
Source: InfoTrends

18.
MORE CONTROL
• Manage interactions centrally
• Align communications
ANALYSE
DISTRIBUTE
INTERACT CREATE
OPTIMISE
ENGAGE
LEVERAGE ALL CHANNELS
• Higher customer satisfaction through multi-channel content delivery and channel synchronicity
Source: InfoTrends
OPTIMISE ENGAGEMENT
• Increase the customer experience
through relevancy, timely and interactive
communications
• Optimise the lifetime value of the customer
REDUCE COST
• Reduce IT cost through template-based
design and fulfilment
• Workflow automation
CCM BENEFITS FOR BUSINESSES

19.
IT’S HARDER THAN EVER TO MAINTAIN A COMPETITIVE EDGE
• Messaging not
reaching the right
audience in their
preferred method of
communication
• Lack of personalised
customer experience
THE KEY CHALLENGES CCM FACES
• Lack of visibility
over the quality of
business-critical
communications
• Branding
guidelines not
being followed
• Growing demand
for digital
communications
• Compliance with
data management
regulations

20.
WHAT A WELL-RUN CCM
PROGRAMME DELIVERS
• Complete control
over the way
your organisation
communicates with
its customers
• Better value from
business-critical
communications
• Full visibility of external
communications which
helps to maximise up-
selling and cross-selling
opportunities
• Reduced operational
costs as a result of
shifting towards
automated digital
communications
• Privacy of
communications
and full compliance
with complete audit
trail of the entire
communications
process

21.
HOW CCM EXCELLENCE
IS A TEAM EFFORT
• The person who pays for the infrastructure is not necessarily
the person using it the most
• Everyone wants and needs a say
• Consider creating a CCM centre of excellence: a cross-team
group working together to develop best practice

22.
Implementation Complexity
Majority of
businesses
Leaders
Requires CCM
Centre of
Excellence
Relevant, consistent
and appropriate
content delivered via
the customers’
preferred channels
Authentic, purposeful and engaging
communications that optimise the lifetime
value of the customer
Print to Digital
Single to Multi
Channel
Multi Channel
Synchronicity
Centralised
Communications Hub
Customer
Engagement Strategy
Source: Overcoming Implementation Challenges in of CCM Solutions in Enterprises, InfoTrends 2013
A STRATEGY FOR IMPLEMENTING CCM
Customer Engagement

23.
MAPRO AG CASE STUDY
Multi-Channel communications in action
A Swiss Digital Printing, 3D Animation
& Graphic Design Business with B2B clients

24.
THE CHALLENGE
Mapro AG
needed to reframe
its approach to
multi-channel
communications

25.
THE CHANGE
A shift of focus to personalised digital print at
the heart of cross-media campaigns combining
Canon hardware with DirectSmile software
Mapro AG added value to printed products by
connecting to the web (print2web)
And Mapro AG’s collaboration with Canon led
to Mapro reinventing itself as a full service
provider of creative animation and print

26.
…so high that the organisers
decided to extend the
event to 2 days
A cross-media campaign
to attract attendees to an
event achieved record
levels of interest
and attendance...
THE RESULTS
• Direct Mail with a high response rate
• Up from an average of 2–3% to 10–12%

27.
“THE COLLABORATION WITH CANON OPENED THE
DOOR FOR US TO AN ENORMOUS OPPORTUNITY
IN A FUTURE-ORIENTED CROSS-MEDIA MARKET.
CANON IS A DEPENDABLE AND COMPETENT
PARTNER FOR WHOM OFFERING CREATIVE IDEAS
AND VISIONS FOR ITS CUSTOMERS IS AT THE HEART
OF ITS DAY-TO-DAY BUSINESS. WE’VE COME TO SEE
THE TEAM AT CANON AS SUPPORTIVE FRIENDS.”
MANFRED SENN
MANAGING DIRECTOR OF MAPRO AG

28.
MORE INFORMATION
If you are an existing Canon customer, please contact
your account manager to find out how better
Customer Communications Management can
transform your business
Or contact us on:
canon.solutions@canon-europe.com
canon-europe.com/For_Work