Explaining Customer Communications Management Technology For Marketing Communications Professionals

Customer Communications Management is a term highlighted by research companies such as Gartner Group, Forrester Research and Madison Advisors to define a convergent set of Information Technology solutions that together provide marketing communication professionals the ability to advance the way that they communicate with their customers.

Advocates of Customer Communications Management and its definition include Gartner Group, Forrester Research and Madison Advisors as well as a host of vendor organisations such as Pitney Bowes Group 1 Software, HP Exstream Software, Thunderhead, Xenos and EMC Document Sciences.

Initial Customer Communications Management concepts were focused upon the utilisation of company transactional documents. These documents such as bank statements, statement of account, invoices and other customer transactional documents were viewed as an ideal location in which to promote company products to customers.

The rationale behind this was cited in analyst research by Info Trends that, “transactional documents are opened and read by more than 90% of consumers. Because the average consumer is bombarded with advertising, e-mail, direct mail and other forms of solicitation each day, TransPromo can help you cut through the clutter and stand out.”

Not only are transactional documents more likely to be opened and observed than other types of document, they are also more likely to be studied for longer than say a direct mail piece. Thus, a company has an opportunity to communicate and promote its message to the customer.

The technology that supports customer communications management also allows sophistication in the content of the messages. Customer communications management technology may consist of the following components (of which you’ll find plenty of information on this site):

1. Data Extraction, Transform & Load software.
2. Data Management, Analysis and location intelligence software.
3. Data Hygiene database software.
4. Document composition software.
5. Electronic document archive software and perhaps payment processing functionality.
6. Print Stream Engineering / Post Processing Software.
7. Mailing compliance database software.
8. Printer Management Software.
9. High and medium volume production printers.
10. Envelope inserter machines such as those manufactured by Kern, Bowe or Pitney Bowes.
11. Email Marketing Software.
12. SMS Communication Software.
13. Mobile Media based content distribution software.
14. Entering the frame more recently social media distribution software.
15. Document Production Reporting Software

There are a number of key factors concerning the way in which the software assists the marketing communications professional.

The data extraction software presents marketers and business with an opportunity to combine data from multiple systems to enable a customer analysis. Through this customer analysis process it is possible for marketers to evaluate the marketing mix and position individual products to the customer in respect of relevance to the customer or the results of purchase propensity model.

The end result of this process will be the creation of a data model, data acquisition and decision rules that enable a document composition engine to follow its own set of document application rules to construct individual documents on the basis of data items contained within an individuals data record.

Thus the concept of one-to-one marketing is born.

It is theoretically possible at least that for a run of 100,000 statements, no statement will contain the same set of offers. Thus, clothing for women would not be marketed to men whilst ‘male gadgets’ would not be marketed to women.

But Customer Communications Management is not just about making offers to customers. It also provides companies with the opportunity to improve the clarity of their communications. Rather than producing line driven data in which it is difficult for a customer to extrapolate trends and a deepening of understanding in respect of his or her relationship with the supplying company, Customer Communications Management provides the opportunity for a company to deliver visual analysis through clear graphics and highlighted content.

The Document Composition engine is responsible for interpreting data and following a set of rules to create a set of documents that can either be printed or distributed electronically. The Document Composition engine usually produces either a print stream or, XML data.

Print streams are languages that printers use to instruct the print process. They are known as PDL’s or Page Description Language. Common print stream types include AFP, Xerox Metacode, VIPP, PCL and Postscript. There are numerous others but, in production printing environments these are probably the most common.

Sometimes the Document Composition Engine will output XML. The advantage of XML is that it may be repurposed either to print or to various electronic formats. Thus, XML provides a standard of interoperability between various computer software systems.

As documents move from the virtual data environment into becoming something physical, the may first need post processing. Post processing can be utilised to prepare a print job for production and distribution. This may include tasks such as the application of barcodes to deliver individual mail piece instructions to the inserters and to vary these in terms of the actual inserter being used. For example, one manufacturer’s inserter may require different barcode instructions to complete the same task than another.

Post processing does not only cover production preparation. One of the key cost considerations in Customer Communications Management is the cost of mailing. Various postal operators throughout the world offer discount schemes if a volume mail producer pre-sorts mail before despatch. As this process saves the postal operator considerable effort and cost, a discount is passed to the mail producer. Where mailing volumes are high, this discount figure can be significant to the mail producer where for example the Royal Mail in the UK will offer 18% discount to customers who pre-sort their mail into 120 ‘pots’.

Post processing may not suit all mail sortation needs however and for organisations who produce many smaller jobs, a Mail Sortation machine, situated as the very last element of the production process may be more suitable. Many smaller jobs can be aggregated through the day and then bundled together for a physical mail sortation process.

Sometimes, Post Processing may be an integral part of the document composition process and this may be more efficient from a production point of view because rather than creating a two step document creation and processing process, it can be delivered in a single step and as part of the major document application. This may save production time.

Print Management software controls the routing and distribution of print jobs to either a single production printer or a fleet of production printers. Print management software does not just provide routing as a benefit though, it also provides a mechanism for assured delivery (ensuring that all pages get printed) through communication and feedback from print devices and also provides management information that is useful for Document Production Managers.

Production printers in themselves have been a key driver in the development of Customer Communications Management as a concept. The advent of high speed, 90 page per minute and faster economic colour production printers in recent years has driven the usefulness and power of Customer Communications Management meaning that a company can produce ‘print shop’ quality documents ‘on the fly’ utilising data that may be infinitely variable as in one-to-one customer communications documents.

The final step of the process and the final major utiliser of data derived upstream in the inserting / mail finishing process. This is where paper documents are combined with envelopes and sealed. The inserter uses camera technology to read a barcode that provides a Piece ID, often combined with a data file produced by either the document composition application or the post processing engine.

By obtaining the Piece ID and performing a data file look-up, the inserter is able to determine factors such as the number of pages for a particular mail piece, whether any additional physical inserts are required (such as leaflets)and whether or not a piece should be out sorted for special human handling.

Thus the inserter is able to determine what should go in each envelope. Through further downstream cameras and sensors, it is also able to determine the integrity of a particular piece.

But this is not where Customer communications management ends. The provision of a document archive means that after a document has been created by the document composition engine, it can be made available to a company call centre or website. Call centre users benefit from being able to engage a customer by seeing the document that the customer has in his hand. This saves money in call centres speeding up call centre client query resolution times and meaning that call centres can handle more customers with fewer staff.

The delivery of documents via electronic channels is also seen as favourable, giving consumers a choice of document receipt method that suits their lifestyles. Combined with electronic payment, this may accelerate cash collection and thus improve a company’s cash flow position.

Relevance of communication is seen as key in overcrowded, competitive markets where service differentiation can be difficult. Documents that add value to the customer relationship add to differentiation and for many service oriented businesses and be a major factor in improving customer retention and acquisition.

Chief Marketing Officers are adopting Customer Communications Management because it heralds a world of new opportunity and a new way in which to develop customer relationships.

Top Affiliate Marketing Network Programs – 6 Easy Steps to Do!

What is the top benefit of an affiliate marketing network program? Unfortunately, many beginners are interested to make money fast, but they do not know what the typical starting point is. Indeed, the best starting point is to find a good affiliate marketing network program.

It is the optimal opportunity for each beginner who works on a limited budget and wants to make real money online.

Adding to this, it is the high time now to start your online home business as there is no need anymore to invest thousands of dollars. On the contrary, you can have your own business right now, if you can afford to pay your internet connection.

What is the #1 property for the best affiliate marketing network program?

In fact, it is highly recommended to find a business opportunity that gives you an amazing and high quality product to promote. The number of involved people in these opportunities is getting higher and higher, which tells us that there is real money there.

However, this should not mean that you can go and join any affiliate sales program available on the World Wide Web. This is really dangerous as you will consequently risk wasting your time and money.

So, how can you find the top affiliate programs?

Step 1: Check the provided marketing plan.

Why do not you look for an affiliate marketing plan that offers a high quality service? For instance, look for plans that are associated with different specialists in your business.

With this, you will be assured that you will be joining a standard online marketing program. Adding to this, the risk to be scammed is going to be minimized. And this will help you to save time and money.

Step 2: Check the market before you decide anything.

It is recommended to select a program that hits your target market in a profitable way. This will in turn ensure that there are more and more demands for the referrals you get.

In this manner, it is advisable to make necessary possible inquiries as well. There are indeed many discussions and forums that you can use to get an impression about what the most reputable program is.

Step 3: Check the provided affiliate marketing tools.

Do you know that network marketers need more than a product? They need also services and an honest guidance. That is why you should look for a marketing promotion, which highlights huge amount of resources and tools.

Honestly, not every program can offer you this added benefit and, therefore, you should search well. For instance, why do not you go for an opportunity that offers reputable affiliate marketing software?

Step 4: Check the earnings potential.

Look for affiliate networks that offer you residual income in the long run. In this context, I would not advise you to go for an opportunity that pays a commission less than 30%.

There are some plans that offer commissions even up to 50%. Hence, do not try wasting your time and efforts with those marketing plans that have no facility for rewarding your efforts.

Step 5: Check the number of minimum required sales.

It is advisable to know the sales target to be achieved before you can get a real commission. In fact, it is common that many programs do not pay you a commission of only $10. Rather, your earnings should meet a minimum limit.

In this manner, do not forget to ensure that you are able to attain these requirements with an affordable effort. This way, you will be able to earn money easily.

Step 6: Check their offered online courses.

You should go for an opportunity that offers you a feasible and good affiliate marketing course. In this context, prior to joining, some research work is a must. If possible, track the customers and members of this particular course.

This way, you can formulate a good indication about the credibility of that program. In addition, check online forums to see what others say about this course.

Finally, your future affiliate marketing network program must allow you to check your account’s status easily and quickly. In addition, check also whether the program has this feature available online so that you can check such things anywhere.

What Are the 5 Best Affiliate Marketing Networks?

1. Commission Junction is one of the most established affiliate networks online, with many Fortune 500 companies being represented among their advertisers. As a Commission Junction publisher/affiliate, you have access to excellent tracking and statistics, as well as professional training sessions and seminars.

Commission Junction pays affiliates once a month, and you can set your account up to receive payments via direct deposit. Commissions can be as high as 50% of the item price, but are usually a bit lower.

2. Clickbank is another very popular network, which specializes in digital downloads and information products. Clickbank is a favorite among affiliates in the internet marketing niche because of typically high commissions ranging in the 50% to 75% range. As of this writing, Clickbank offers over 10,000 digital
products for affiliates to choose from. Clickbank sends out commission checks twice a month, although they also offer a weekly direct deposit option for affiliates who qualify.

3. Amazon is a well-known online retailer that offers thousands of products to choose from, including books, electronics, music and movies. Affiliates who choose to promote products through Amazon benefit from Amazon’s trust and brand recognition among customers, as well as the fact that you can also set up your own Amazon store to promote products. While Amazon commissions tend to be lower than some of the other networks, it can still be worth it to consider promoting them due to the fact that so many customers are already familiar with the name.

4. Linkshare is another older and established affiliate network. Like Commission Junction, they offer many products from Fortune 500 companies to choose from. Linkshare also has an excellent commission tracking system.

5. Lastly, Shareasale is another network that is easy to promote. They offer an effective system for tracking sales, as well as a selection of over 1,000 products to promote. In addition, their publisher control panel is easy to navigate.

So there you have it. Five different affiliate networks that you can choose from, each with it’s own unique advantages. Check them out and see which ones work best for your business and start making your fortune from affiliate sales.

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