This Is Our Story
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In this presentation you will learn about: 1. Creating an accountable marketing structure 2. Investments in customer centricity 3. Growing in to Services 4. Case Studies Visit www.fujixerox.com.au to find out more about how we liberate people to work smarter through our hardware, software, solutions and services. Need help? Just ask. Email enquiries@aus.fujixerox.com
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This Is Our Story
- 1. Fuji Xerox Co., Ltd. Simon Lane, Executive General Manager / CMO 29 May 2014 Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX © 2014 Fuji Xerox Co., Ltd. All rights reserved. This is our story We liberate people to work smarter
- 2. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX © 2014 Fuji Xerox Co., Ltd. All rights reserved. Helping people work smarter is at our core today…..
- 3. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX 1. Creating an accountable marketing structure 2. Investments in customer centricity 3. Growing in to Services 4. Case Studies Agenda © 2014 Fuji Xerox Co., Ltd. All rights reserved. 2
- 4. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XXBuilding a customer centric business From silos to collaboration Key Investments Customer and market insights team Commercialisation and Innovation team © 2014 Fuji Xerox Co., Ltd. All rights reserved.
- 5. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX • Identify best segment opportunities • Build knowledge throughout the business of customer needs • Educate sales and marketing to apply insights and capture opportunities • Utilise new methodologies to understand every touch point and its effect on customer experience Why customer insights? © 2014 Fuji Xerox Co., Ltd. All rights reserved.
- 6. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XXInnovating with the customer Team comprises • HR, Coaching – People • Exposure to advanced technologies and human centric needs analysis i.e. consulting • Marketing and Technical (market opportunities and gaps) • Technologist – new and emerging technology • Architect – concept to product Team who uses ‘ design thinking’ as its core approach (based principle used by Stanford University in D School) Empathy based design principle Some innovation initiatives include • Data extraction and analytics • Location sensing © 2014 Fuji Xerox Co., Ltd. All rights reserved.
- 7. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX a “We believe all enduring relationships are founded on great communication” Deliver the right information to the right people © 2014 Fuji Xerox Co., Ltd. All rights reserved.
- 8. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XXKey client sectors © 2014 Fuji Xerox Co., Ltd. All rights reserved. Banking and Finance Education Health Automotive Government SMB
- 9. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX Case Study VW (Belgium) © 2014 Fuji Xerox Co., Ltd. All rights reserved.
- 10. © 2014 Fuji Xerox Co., Ltd. All rights reserved.
- 11. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX1:1 Experience Approach © 2014 Fuji Xerox Co., Ltd. All rights reserved. A ‘MY UNIQUE’ dream catalogue… • Engage 4 to 6 months before purchase decision • Focus on 3 models (Variable out of 22) • Model presentation focusing on : • Selection criteria • Life style and Preferences • Usage criteria • Language • Personalised financial proposal: eg. regional ECO premium, Leasing
- 12. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XXProcess capture and communication flow © 2014 Fuji Xerox Co., Ltd. All rights reserved.
- 13. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX1:1 Lab Results at a glance © 2014 Fuji Xerox Co., Ltd. All rights reserved. 100% 1to1 piece ratio of delivery = 100 % : 5000 39% Want to Act 81% Brand : Recall communication 15- 20% POS traffic with Brochure in hand 12% Test Drive 12% 600 people 50% • Sales 6% (300 cars) Conversion rate: 50% : 1 sale per 2 visits • Old conversion 12% +++Brand Image X4 • POS conversion • Increased Sales profits X10 Traffic Creation
- 14. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX Case Study Respected global motorcycle brand © 2014 Fuji Xerox Co., Ltd. All rights reserved.
- 15. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX © 2014 Fuji Xerox Co., Ltd. All rights reserved.
- 16. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX We want every customer to have a great individual experience…. each customer is treated as a valued individual” –Peter Nochar, CEO © 2014 Fuji Xerox Co., Ltd. All rights reserved. What was proposed? Respected global motorcycle brand
- 17. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XX Samples shown of Fuji Xerox generic toolkit © 2014 Fuji Xerox Co., Ltd. All rights reserved. What was delivered? Respected global motorcycle brand
- 18. Fuji Xerox Internal Use Only Disclosed to : Protected until : Author : Prepared on : All-FX January 10, 20XX Dept. & Name January 10, 20XXBeyond print – a new story © 2014 Fuji Xerox Co., Ltd. All rights reserved. Moving to the online and digital world Helping brands transform how they communicate with their customers
- 19. Xerox, Xerox and Design, as well as Fuji Xerox and Design are registered trademarks or trademarks of Xerox Corporation in Japan and/or other countries and are used under license.
Notes de l'éditeur
- The third area which has been a focus of marketing for the past two years, is to turbocharge our services business. It is, at the end, our future. And one of the key tenets of that business is this concept that we genuinely believe in, which is that “all enduring relationships are founded on great communication”. Now, that’s a bit touchy feely for a technology company, especially one that makes boxes that print stuff. But actually, it is at the core of what our services business does. Whether it’s simple digitisation, or HR automation, accounts receivable processing and, increasingly, marketing automation, we know that helping our clients manage their customer lifecycles, is what drives loyalty. Today, our business combines technology and services to deliver the right information to the right people, at the right time and in the right format. It hinges on integrating and managing the document lifecycle more effectively. For some years now, we have moved up the value chain and our strategy working with brands now involve solutions consulting, design, implementation and delivery – needless to say this delivery is fast expanding into the online and digital worlds. Today, our mission to help customers improve communication delivery with their customers – this drives higher engagements which yields better returns on investments, and much improved loyalty to brands. In fact, we say that enduring customer relationships are build on effective and relevant communication. In many cases where we consult to customers we help them to transform the way they communicate with their customers. So increasingly, our business is moving from its traditional model of paper document output to ‘effective communication’ that can be delivered in a multiple of ways via multiple channels. And if someone wants to ask me the right question at the end, I’ll tell you why from a marketing perspective, this has represented a challenge to our traditional business. (NOTE TO SELF: BECAUSE WE TOOK FOCUS AWAY FROM THE CORE DISCIPLINES OF OUR TRADITIONAL BUSINESS. WE FORGOT THAT ALL GREAT MARKETING STARTS WITH DATA.)
- As you saw in the video, we play across a range of industries, and the ones you see here reflect the key sectors on which we focus our attention. SMB is our biggest customer base and, clearly, the most challenging to segment effectively. However, my Customer and Market Insights team is using the launch of a new solution to test some ideas we have about the way in which customers in that sector are willing to consume our offerings. Now, all that’s well and good, but what have we actually done for anybody lately? And I offer an apology upfront, because the nature of our relationships with local clients means that it is very difficult to stand here and quote customer names, let alone facts and figures. As a result, I am going to talk about a customer for whom our parent company did work in Europe; and I’ll talk in general terms about a local customer for whom we have developed a new channel marketing strategy. Both the examples are related to marketing communications because, well, I figured none of you would get that excited about an accounts receivable case study!