The Latest in TransPromo: Turning Routine Communications into Dynamic Marketing Tools |
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As TransPromo continues to garner attention from companies looking to reap the benefits of marketing to existing customers, new trends are quickly developing. The opportunities available with TransPromo are huge. Transaction documents, like bills and invoices, represent 32 billion customer touch points, costing companies $120 billion per year. That's a lot of money spent on documents that achieve a 95% read rate from recipients. The failure to maximize the impact of these valuable touch points represents a missed opportunity to improve the bottom line. Organizations including benefits provider Humana, hotel chain Best Western and leading Canadian telecom company Aliant have all seen impressive results with TransPromo campaigns. For example, Humana engineered a benefits statement by adding extensive personalized information — helping increase customer loyalty and retention by 17%, reducing calls to its call centers by nearly 50% and better serving customers by increasing the use of generic prescriptions by 40%. Best Western tested a TransPromo campaign against a control group — resulting in revenues up 30% over the control group, and Aliant redesigned its customer statement and decreased billing inquiries by 30%. How are these companies succeeding? Taking simple steps, including the following, are a start:
In a world where great results from marketing communications are hard to come by, and often expensive, there is a powerful business case to be made for TransPromo. SUSAN KELLY [Susan.Kelly2@xerox.com] is vice president of Enterprise Marketing Services for Xerox. Ms. Kelly brings extensive knowledge and experience to Xerox in the EMS space combined with a strong background in sales and marketing. She has diverse operational experience with global organizations and multi-channel media environments. |