Your customer engagement transformation starts here · 6 © Copyright 2014 Hewlett-Packard...

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Your customer engagement transformation starts here


Best practices for multichannel communications Anastasiya Zdzitavetskaya/ September 22, 2014

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3Engage 2014

Agenda

• Why Multichannel?

• Design

• Composition and Delivery

• Content Management and Advanced Personalization


Multichannel Design & Delivery

Scenarios

• Banking customer wants to send email notification that a new statement is available

• Insurance company wants to send claims status notification via email

• Telco sends integrated marketing campaigns including HTML email

8.6 Multichannel Deign & Delivery


Growth

Decline

More channels equals more opportunities to communicate with customers

Move to the multi-channel future

Your communication strategy

needs to be heading here


Why Multichannel? Exstream 8.6

Container based designPain Impact

Customers are moving to mobile and electronic and demanding relationships through those channels

Difficulty in supporting customer preferences, diminished customer experience

Consumers expect more sophistication in their interactions

Customers are no longer satisfied with a static presentation of communications; they are looking for the option for a conversation and not a monologue

Opportunity to migrate consumers to lower cost, secure electronic channels for communications and service

Increasing pressure to reduce costs by eliminating print and mail

Print and postage represent more than 80% of a communication’s cost

Siloed processes for creating communications across all channels (mobile, web, print)

Replicated content and design. Redundant effort and platforms increases cost and compliance risk


Target Applications

Time-sensitive, interactive, optimized for mobile

Utilities

• Confirmations

• Service Alerts

• Account notifications

• Energy Efficiency tips

• Marketing offers

• Mobile apps

• Statements

• Account openings

Public Sector

• Confirmations

• Appointments

• Notices

• Eligibility Services

• Benefits Status

• Mobile Apps

Healthcare

• Preventative Care and wellness notices

• Reminder Notices

• Account notifications

• Mobile Apps

Financial Services

• Confirmations

• Account Notifications


• Mobile apps

• Statements


Insurance

• Quotes

• Claims notices

• Confirmations

• Renewals


• Mobile apps

• Claims


Telecom

• Confirmations

• Account alerts

• Notices


• Service plan information

• Mobile apps

• Statements



HP Exstream platform

Workflow and Process Automation

Analytics / Insight / Targeting

HP Exstream• Structured • On-demand• Interactive

Delivery channel

Print and mail

Email

Mobile

Social

Web

Personalized video

Digital Mailbox

Autonomy ECM / WCM

ECM repositories

Business systems

CRM

Web systems

Enterprise content

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9Engage 2014EOB Notifications

Statement Notifications

‘Integrated’ Marketing

Use Case Examples


DESIGN


Present content in a channel appropriate wayEach channel provides unique opportunities for communication

One message: different content, formatting, layout


Designing for flexible presentation with Container Based Design

Flexible Presentation Design

Traditional Design: Static LayoutContent flows to fill static containers

Container Based Design: Dynamic LayoutFlexible containers fill the screen


Design for HTML and HTML email output

Container-based design

Introduced in 8.5, enhanced in 8.6• New design layout for creating HTML and

HTML emails

• Design objects are synchronized between layouts

• Have multiple container layouts for differentviewing devices

• Design remains consistent across all channels

• Go straight to HTML or HTML emailor Transform to Dynamic Communications


Why Container-based design?

Containers break the boundaries & limitations of page-centric design

• Containers are not bound by measurement or positioning constraints

• Deliver to many different channels from a single design with multiple views

• Users can design specifically for the device

• Provides customers with true channel independence with regard to content of customer communications

Present content in a channel appropriate way


CBD HTML for Web

Notice of Action Document

Container-Based

Design


CBD HTML EMAIL

Vehicle Services Brochure

Container-Based

Design


Container-based design

Benefits to customers• Allows reuse of traditional print design content for other

channels – true design once, deliver anywhere

• Enables output optimization for the intended channel or device

− Users can quickly and easily design emails compliant with all major email clients

− Absolute positioning provides control over layout and placement of content in HTML destined for web browsers

• Nesting of containers allow complete flexibility in electronic designs


Transform your HTML communication

Beyond HTML: dynamic communications

Design once, deliver anywhere (again)• Optional transform capabilities on HTML output

• Bring interactivity to your communications

• Charts, graphs, and tables become interactive

• Embed video, JavaScript and custom controls

• And create engaging, dynamic communications


Interactive dynamic presentation of content

Dynamic communications

Any Device, Anywhere Embeddable component • Web Portal, mobile application, social media (Facebook)

Dynamic presentation • Drill down, interactive, integrated multi-media, tracking• Snap-shot and real-time data• Adapt to device and context


Dynamic Communications

HP Exstream

Use Case Examples

• Dynamic statements for banks, telcos, and utilities.

• Mobile app / web experience with dynamic charts and transaction tables; sort, filter, and drill down into details

• New account opening for multiple industries

• Dynamic, electronic welcome package that guides consumer through what to do / expect after opening account. Integration of hyperlinked documents, video, etc.

• Insurance claims

• Dynamic interaction that guides consumer through what to do / expect in claims process. Include smart video, forms, requests for information, status notifications, etc.


COMPOSITION and DELIVERY


Assured electronic communications

Delivery

Use Case Examples

• Banking companies want to deliver HTML emails and SMS messages to customers

• A large insurance provider wants to track email delivery and follow up with a print communication should email fail

• A Telco in Latin America needs to push communications to document and archive repositories


Delivery of customer communications

Pain Impact

Disparate solutions to delivercommunications to various destinations

No cohesive solution: Additional strain on IT resources to support various destinations such as email delivery, archive, repository, etc.

No ability to get a 360 degree view of customer communications

Limited insight: Large IT effort to enable dashboard across solutions or redundant efforts to pull logging data

Difficulty moving to electronic channels due to regulations

Lack of assured delivery: Business struggle to balance cost savings of electronic channels vs. reliability of print


Command Center is the solution to automate and

Command Center and Delivery Manager

Command Center

Command Center allows customers to easily automate and orchestrate Exstream production processes

Delivery Manager

Delivery Manager is the communication hub for electronic delivery


HP Exstream Delivery Manager

HP ExstreamHTML & Multichannel communications

ComposedEmail Request

System Request

Delivery Status

Retrieval

Email Delivery PartnerElectronic Delivery Tracking

Alternate

Output 61

54

3

Command CenterJob Orchestration

Delivery ManagerJob Delivery

2


Utilizing HP Exstream’s Command Center and Delivery Manager

Orchestration and delivery

Command Center overview

Orchestration solution for HP Exstream engines

• Job triggering

− Intelligent monitoring of production triggers, such as ‘submit’ on a webpage, arrival of specific data file, or internal document request

• Job notification and reporting

− Consolidated and configurable reports on all messages and events that can be delivered to a person or destination

• Job scheduler

− Organize production jobs with a built-in job scheduler for finite control of HP Exstream

• Optional Delivery Manager add on

− Delivery of business-critical documents to electronic destinations


Utilizing HP Exstream’s Command Center and Delivery Manager

Orchestration and delivery

Delivery Manager overview

Delivery of multichannel communications

• Deliver electronic communications to common protocols

− SMTP, HTTP/S, SMPP, CMIS

• Bounce detection on SMTP

− Respond with an alternate communication should a bounce occur

• Utilize Command Center job notification and reporting

− Gather detailed reports of a job’s history

HP Exstreammultichannel

Delivery Manager

Email

SMS text

Other digital channel

Tracking and response information

• HTML email• SMS• Etc.


Content Management and Advanced Personalization


Deliver consistent experience across web, mobile and print

Personalized Multichannel Content

Web page Print itinerary

HTML email

Mobile


Content Source

HP Exstream

Define and manage content in a channel neutral wayLeverage managed content “in place”

PDF XML

DOCXHTML


HP Exstream HP Exstream

Engine

Define and manage content in a channel neutral wayUse Containers to create device appropriate presentations

Content Source

IMAGES

DXF

PDF XML

DOCXHTML


HP Exstream

LiveSite TeamSite ConnectorConsistent, compelling, targeted content across all channels

Autonomy LiveSite/TeamSite

Mobile Apps

Print/Mail

Web

SMS

eMail

Social


HP Exstream LiveSite Connector

LiveSite Content with Connector • Business users contribute content in browser-

based tool, TeamSite

• Exstream requests specific content using LiveSite Connector

− Asset ID, keyword, or metadata

• Use content managed in TeamSite/LiveSite for Exstream communications

• Use LiveSite for advanced content targeting and analytics for super personalization

Content Targeting with LiveSite• Use LiveSite targeting services to drive behavior-

driven (IMPLICIT) personalization

• Exstream requests content and LiveSite offers suggestions based on analytics (profiles, IDOL insights, etc.)

• Leverage more sources of info about a consumer to drive personalization of communications


Analytics provide insight to drive targeted content and messages

Analytics and Advanced Personalization

Analyze

Email Mobile Web Print

Plan

•Response• Insight

Design

•Context•Relevance•Placement

Develop

•Content reuse

•Testing

Publish

•Channel preference

•Channel-specific formatting

Deliver

•Multichannel•Track


THANK YOU



Call to action

Use Containers to present content in a channel appropriate way• Utilize HP Exstream containers for HTML email and Dynamic Communications

• Output settings for HTML and HTML email

Use Command Center for job execution• Define and manage jobs

• Generate report files for composition and delivery events

Use Delivery Manager for delivery• Setup of delivery channel properties

• Bounce detection for email and other channel types

Use LiveSite Connector for content management and advanced personalization• Utilize assets from Teamsite in Exstream

• Use LiveSite connector to incorporate highly personalized content

Your customer engagement transformation starts here · 6 © Copyright 2014 Hewlett-Packard...

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