Cover Story
14
PRINT.IT
01732 759725
Today mail is just one of
many methods used by
organisations to communicate
with their customers,
alongside email, web, social
media, mobile, text and voice.
Printed material still has an
important role to play in direct
marketing and transactional
communications, but it will
increasingly be within the
context of multi-channel
communications.
Multi-channel
communications made easy
Neopost is using IPEX 2014 to demonstrate how commercial print
providers and corporate print centres and mailrooms can expand their
service offering to include multi-channel communications
Neopost at IPEX 2014: Stand S2E210
In a recent study,
The Future
of Multi-channel; Transactional
Communications
, Infotrends
predicted that by 2017, 35% of
bills and statements delivered
to US consumers would be
paperless, up from 18% in 2013.
Businesses surveyed by the
research organisation thought
the switch to digital would
happen even faster, with 38% of
bills and statements paperless
this year and 54% in 2016.
There are good reasons
why the change is happening
– and happening fast. Digital
communications are cheaper,
instant, interactive and have
a lower carbon footprint than
printed media. This makes them
attractive to cost-conscious
businesses. The fact that
many consumers prefer digital
delivery is another incentive for
organisations to update their
communications strategy.
The challenge they face
is how to provide consistent
communications in a variety of
formats and across a multitude
of delivery mechanisms.
For business leaders, the
practicalities can seem
daunting:
n
How do I manage the
transition from paper to
digital communications?
n
How do I maintain a
consistent brand identity
across all channels?
n
How do I capture and
manage customers’
communication preferences?
n
How do I demonstrate the
integrity of digital messages?
n
How do I ensure I have
a record of all messages
regardless of the format they
were sent in?
n
How do I integrate legacy
systems with a multi-channel
approach?
Addressing these concerns
and helping customers adopt
multi-channel communications
gives commercial print
providers and corporate print
centres and mailrooms a great
opportunity to expand the
range of services they offer. In
doing so, they can protect their
existing customer base and
open up new revenue streams.
Neopost at IPEX
At IPEX 2014, Neopost is
demonstrating how print
centres can take advantage
of the latest software and
hardware to deliver secure,
seamless multi-channel
communications, whilst also
improving the effectiveness
of printed communications.
Visitors will be able to see the
latest solutions in action on
the Neopost stand (S2E210)
and gain valuable insights by
attending a free masterclass
delivered by Neopost marketing
manager Antony Paul (details in
panel on right).
Multi-channel
Communications
GMC Inspire.
Among the highlights are
live demonstrations of GMC
software being used to create
and manage multi-channel
campaigns. These are taking
place three times a day
throughout the show.
GMC Inspire is the flagship
product of GMC, a Neopost
company since 2012 and
a recognised leader in
multi-channel customer
communications. It gives
mailrooms, print centres and
print providers everything they
need to enable organisations
to engage more effectively with
their customers across paper
and digital channels:
Customer Insight.
Gain in-depth
insight into each customer
and their personal preferences
drawn from enterprise and
legacy databases as well as
social media profiles.
Customer Communications
.
Improve customer
communications by applying
rules to maintain a consistent
corporate identity, while
maximising impact by
personalising communications
for each customer.
Multichannel Production.
Deliver communications via
any channel including SMS,
email, web presentment, print,
mobile, fax and social media.
Communications are collated
and delivered in line with
customer preferences.
Response Management.
Capture, track and manage
responses to marketing
campaigns.
Process Management and
Automation.
Control the whole
communication process
with one system, from data
acquisition, design and
composition to production,
finishing and multichannel
delivery, and stay compliant
with rules and guidelines.
GMC claims that its
customers regularly achieve
a 35% increase in response
rates, a 70% reduction in
time to market and a 50%
improvement in operational
efficiency. A major attraction for
print centres and commercial
print providers is a rapid return
on investment (ROI) of less
than nine months.
Visitors can find out more
