| The use of Transpromo techniques for cross selling | | | | suites as offered by the likes of EMC Document |
| purposes operate under two premises. | | | | Sciences, HP Exstream, Pitney Bowes Group 1 and |
| Premise 1 is that by building on existing customer | | | | Xenos mean that companies have new ways to |
| relationships, it is possible to enhance the value that | | | | reach and develop the customer relationship. |
| customers can gain from your company by showing | | | | For me, the challenge now seems to be achieving full |
| them relevant offers that encourage them to sign up | | | | integration between digital media channels as well as |
| for more of your companies products or services. | | | | print. The rise of social networking and social media on |
| Premise 2 is that for most businesses, the statement | | | | the internet also seems like it is going to become an |
| and its viewing forms one of the larger elements of | | | | important marketing tool for companies. |
| the relationship between the two parties. | | | | I feel that currently the digital and traditional |
| But think of the extra knowledge that additional sales | | | | communication channels are in a state of early |
| brings about the customer. Every order that you | | | | convergence. The recognition is there of the need to |
| receive from you customer gives you a greater level | | | | bring the platforms together, to create dynamic rapid |
| of knowledge about that customer, it enables you to | | | | communications with customers. It is almost like the old |
| further enhance your offers, perhaps with the advent | | | | story of ERP leading to CRM which is similarly heading |
| of data modeling and advanced data management | | | | towards CCM. |
| integrated with customer communications techniques | | | | I feel that the route to success in this lies in getting |
| even tailor offers on a one to one basis. | | | | good solid data extraction and content management |
| Another great by product of developing the relationship | | | | infrastructures in place. In parallel build a mail piece / |
| in this sophisticated manner is that each time that a | | | | document creation facility that is capbable of putting |
| customer extends their relationship with you, they | | | | the power of communication in the hands of business |
| move one step further away from you competitors. | | | | users. Ensure open API's in all that you purchase and |
| The philosophy of your company should be that more | | | | make sure that content can be driven to your chosen |
| knowledge of that customer brings more opportunities | | | | 'message distribution; platform easily and routinely. |
| with each interaction. | | | | Strongly consider the benefit of a system that can |
| In the current information economy, knowledge is | | | | exist in a service oriented architecture. Component |
| everything. The easier you make it for your customers | | | | re-use is going to give strength to any system in this |
| to do business with you, the greater your | | | | arena. |
| understanding of them and they will enhance your | | | | The opportunity is for business to move at a faster |
| 'permission' to extend their relationship with you. | | | | pace, to be able to react to market changes swiftly |
| We now have relative maturity in CRM (Customer | | | | and to let customers who particularly need to know |
| Relationship Management) markets, the opportunity to | | | | quickly about new and relevant offers. I think that I |
| enhance the CRM proposition as a result of the | | | | would recommend that all companies establish a |
| evolution of today's suite's of customer | | | | review of their current customer communication |
| communications solutions renders us with tempting and | | | | infrastructures and assess the gap between that and |
| powerful promises. | | | | much of the discussion on this website. The potential is |
| With pressure now upon companies to deliver more | | | | significant and those that get the hang of this early are |
| environmentally friendly ways of communicating with | | | | likely to reap significant rewards in terms of customer |
| prospects and customers, the powerful features of | | | | lifetime value. |
| fully loaded customer communications management | | | | |