Automate and scale Omni-Channel Output

As a result of these converging trends, companies need to create new smart operational models toaccelerate digital transformation and create more streamlined and cost-effective processes. Internal resources and skilled personnel are often tied up with ongoing core digital projects, and companies don’t have the bandwidth to optimize all of their high-volume processes such as customer communication management. As a result, they are looking for partners that specialize in this area and can leverage best-in-class technology, and skilled workforces to create an efficient high-quality output.
Increase efficiency, reduce costs

Increase efficiency, reduce costs

By streamlining and automating their communications, companies can generate efficiencies across both their digital and print operations. This is crucial, as many companies are currently focusing on their digital efforts and failing to continue to upgrade and optimize their print solutions. Yet major banks, for example, easily print millions of documents each year. Reducing costs is vital and can be achieved through process excellence and leveraging economies of scale. An Omni-Channel-Output Factory also eliminates internal infrastructure and fixed costs, such as real estate or labor.

Hybrid output

Consistency across all channels is vital to a well-designed customer experience. Printed communications should carry the same branding and messaging as online channels or displays. Customers must be able to switch between channels seamlessly with no loss of service. Data has to be centralized and integrated so someone does not receive an email saying one thing and a letter saying another.
 
Companies can also leverage digital technology to increase the impact of their print output and vice versa. For example, they could send a customer a personalized document with a QR code. When the customer scans it with their phone it takes them to a personalized virtual landing page or can lead them into a dialogue where they can complete a business process request. This also improves traceability. By adding QR codes or identifiers into the document, you can trace engagement rates and feed them back into the system.
 
“For higher-value products, what we see in customer acquisition and the customer journey is that the physical channel always plays an important role. For many, it’s the emotional touchpoint that allows them to reach the customer. It is important that you can deliver over the physical channel,” continues Riesch.

There are no customers only on physical or only on digital channels. The typical end customer communicates with companies on both channels, and therefore you need to manage digital and physical channels holistically.

 
Patrick Riesch, Head of Technology and Transformation at Swiss Post Solutions
Create personalized experiences for customers

Create personalized experiences for customers

As David Ziltener, Head of Global Go-to-Market explains, “personalization is in our DNA. Our Digital Output Factories allow us to micro-customize virtually every document with a unique and personalized message.”
 
Customers value such personalized services and flexibility. An average consumer is exposed to over 4,000 advertisements each day,9 which is why relevance in customer communications is so valued. A recent survey showed that 44% of consumers will switch to brands that personalize their marketing messaging.10 At the same time, customers also like to feel they are in control of their experience. Omni-channel personalization allows consumers to decide how and when they are contacted. Finally, there are higher conversion rates if customers are offered products and services that they are actually interested in,11 based on an analysis of their brand history and the actions of similar consumers.
 
According to McKinsey, omni-channel personalization can increase revenues by 5-15% and increase the efficiency of marketing spend by 30%.12 Companies can also increase the lifetime value (LTV) of their most important customers by providing them with a well-designed experience.
 

Manage fluctuating volumes

A shared-service model allows companies to scale their communications up and down based on fluctuating demand in key periods of the year. For example, many banks have a huge spike in volume at the beginning of the year due to annual account statements and tax documents. An Omni-Channel-Output Factory can help manage such scenarios by shifting some volume to digital channels, where possible, as well as rationalizing print costs. In addition, by combining output factories with smart postal delivery models, significant benefits can be generated regarding overhead and infrastructure costs, postal charges and data security and compliance. Such models do apply on a national and global scale.
 

Built with security and compliance in mind

By operating an advanced omni-channel solution, companies have far greater control over their information flows. All communications can be carefully tracked and audited ensuring the highest security standards as well as regulatory adherence. At the same time, compliance is becoming more and more critical. Not only do companies have to deal with GDPR across Europe but also there are a variety of regulations for each industry. Companies need a partner they can trust to remain compliant, protect personal data and that can move quickly when regulations change.

By opting for a shared-service model, companies can also benefit from enhanced business continuity. Even in the event of a major disruption, output and service levels are not affected. With the recent crisis, business resilience and continuity are becoming major issues for strategic planners. By outsourcing core processes, companies can de-localize their delivery structures, which makes them more robust. The flexible nature of the model also allows companies to support distributed workers in home offices or satellite locations.
 

Customers are under pressure to meet rigid compliance, security and quality standards. At the same time, the total cost of ownership (TCO) is under strong pressure, not just today but also for the mid- to long-term future. As there is no easy solution to solve this dilemma, a strong partner is needed.

 
David Ziltener, Head of Global Go-to-Market at Swiss Post Solutions

Chapters

Introduction

Chapter 1

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Key Trends That Define The Business Landscape

Chapter 2

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SPS’ Omni-Channel-Output Factory

Chapter 4

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