The influence of Big Data and Mobile Only on "document" based communications.

2. The Future of Document Design
and Creation
The influence of Big Data and Mobile
only on “document” based
communications

3. Agenda
Does document design needs to
stop thinking about A4
documents?
•
•
•
•
•
•
From mobile first to mobile only
Big Data and the world of Google
E-Commerce – the Customer Journey
Customer Experience Management
An Insurance case story
The new document creator

4. From Mobile First to Mobile Only

5. Mobile – it’s not a trend, it’s a fact!
• 70% of devices sold in 2012 were
smart devices
• 40% of Internet time now on
mobile devices
• 1.5m Android
activations every
day

7. Sharing personal information
Willingness to share personal information with a
mobile app.
•
•
•
•
•
85.4%
63.5%
51.8%
43.0%
12.4%
e-mail address
name
gender
location
address

8. Big Data – You are being watched

9. Do we need to be afraid?

10. Personalized information by Google

11. What if?
The Chief Marketing Officer
… could predict the right offer
for the right customer at the
right time and improve
customer intimacy or prevent
churn?

12. E- C- Commerce!

13. The Customer Journey

14. The value of “paper”

15. The value of “documents”

16. Understanding the local differences
• Every month
• Once a year

17. An Insurance case study (1)
Pension Statements
• Current
– Several brands
– 16 page full colour
– 450.000 per year
(active members)
– Cost of € 3.00 per statement
• New
– Digitally sent
– 4.000 of 13.000 said “yes”
– Cost of € 1.30 per statement
(1.10 production, 0.60 stamp)
– Digitally signed

18. An Insurance case study (2)
Insurance Policy
• Current
–
–
–
–
Policy renewal – 4mio members
Letter, policies
Standard T&C’s
Labour intensive
• New
– PDF (screen format)
– Highly personalized
– Cross-sell and up-sell

19. An Insurance case study (3)
Volume developments
Lessons learned
•
•
•
•
•
• Understand the local
regulations.
• Know what a Digital
Signature is or can be.
• Print to PDF is not the
answer.
2014
2015
2016
2017
2018
90 mio
72 mio
58 mio
46 mio
37 mio

20. Document Creation – The Old Way
VARIABLE
DATA
A4
DOCUMENT
DESIGN
BUSINESS
RULES

21. The Customer Experience

22. Creating a Strategy
• What’s your corporate mission and vision
statement?
• What are the main business goals?
• How many times are production errors
corrected by the operators?
• Who owns the document content?
• You’re in charge of the change!

23. The White Paper Factory
• The rise of the Continous
Feed full-colour digital
presses.
• Transactional volume is
slightly decreasing.
– B&W - high fall
– Color – increase
• The envelope as marketing
source!
• The option to sent the
relevant message to the
recipient.

24. The Communication Hub
Channel Management
• Paper
• Customer portal
• Mobile & Tablet
• PDF
• E-Mail & Attachments
• Text (SMS)
• Digital payments
• Digital Mailbox Services

25. Print and Digital

26. The New Document Designer
• Starts with a Document Communication
Strategy
• Understands Customer Analytics and Big Data
• Knows the local law and regulations
• New technology adapt
(PDF-A, PDF-UA, HTML5, QR, pURL, WPF)
• Creates the Communication Hub

27. Oscar Dubbeldam
Strategy Partners
oscar.dubbeldam@strategy-partners.nl