Telstra

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HIGH VOLUME PERSONALISED COMMUNICATIONS IN THE
e-GENERATION
Nicki Groom Technical Director nicki_at_idiomsolutio
ns.com.au
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TOPICS

• What is personalised communications?
• Where has it come from?
• Where is it going?
• What does this mean?

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What is personalised communications?
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Personalised Communications
Personalised Marketing
Correspondenceand Fulfillment
Contracts and Manuals
Financial Portfolios
Statements
Insurance Policies
Invoices
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Where has personalised communications come from?
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The Evolution of Output

• Sign Language
• (From the Beginningabout 5-20 words/minute)
• Speech
• (Soon to follow100 words/minute, depends on who
  we are talking about Salesperson-1000
  words/minute of words that are useful ?!)
• Hieroglyphs
• (Earliest Recorded Communication lt1word/minute)
• Papyrus
• (About 4000 BC1-10 words/minute)

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The Evolution of Output

• Paper
• (Invented about 1AD by the Chinese5-50
  words/minute)
• Print on Paper
• (started with Guttenberg in 1450 up to 2000
  pages/minute if you believe the hardware
  salespeople..see above)
• B/W, Highlight/Spot Full Colour
• Electronic
• (PDF, HTML, XML, PPML, TIFF, etc.comparable to
  print speeds ?)
• Future (?)

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Why Is It Important?
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Why Is It Important?
The essence of CRM is personalisation!
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Where is personalised communications going?
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A Rapidly Growing Market

• Mass customisation of customer communications
• Marketing automation
• Self-service eCommerce
• Call centre automation
• Response automation

in Billions
1997
2003
Source AMR Research
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Personalisation Methods
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Content Personalisation

• Customise and personalise content
• Customer group
• Individual
• Rapid deployment
• Deliver to all channels

The ability to rapidly produce document
applications is the fundamental premise
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Offer Personalisation

• Pick the best offer(s)
• Content
• Priority
• Price
• Tailor the interactions
• Custom and personal
• Conversational
• Deploy directly and through business apps
• Track

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Service Personalisation

• Tailor the interactions
• Real-time
• Self service
• Fully-personalised fulfillment
• Rapid delivery through customer channel of choice
  
• Track

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CRM Offerings Are Incomplete
Independent Analyst Ratings of Offerings
Amdocs E.piphany Kana Oracle PeopleSoft SAP Siebel
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It Takes Everything!
All Applications
All Channels
All Modes
Integrated Marketing
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What does this mean?
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Future High Volume Personalisation
Billing Systems ERP CRM Middleware Bus.
Intelligence Knowledge Mgt E-commerce
Regulatory Data Warehouse
mail house
mail
in-house
Personalisation Engine
www
fax
email
call centres
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QUESTIONS?
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HIGH VOLUME PERSONALISED COMMUNICATIONS IN THE
e-GENERATION
Nicki Groom Technical Director nicki_at_idiomsolutio
ns.com.au