The Future of Document Design and Creation

The influence of Big Data and Mobile only on “document” based

communications

Agenda

Does document design needs to stop thinking about A4 documents?

• From mobile first to mobile only

• Big Data and the world of Google

• E-Commerce – the Customer Journey

• Customer Experience Management

• An Insurance case story

• The new document creator

From Mobile First to Mobile Only

Mobile – it’s not a trend, it’s a fact!

• 70% of devices sold in 2012 were smart devices

• 40% of Internet time now on mobile devices

• 1.5m Android activations everyday

Sharing personal information

Willingness to share personal information with a mobile app.

• 85.4% e-mail address

• 63.5% name

• 51.8% gender

• 43.0% location

• 12.4% address

Big Data – You are being watched

Do we need to be afraid?

Personalized information by Google

What if?

The Chief Marketing Officer

… could predict the right offer for the right customer at the right time and improve customer intimacy or prevent churn?

E- C- Commerce!

The Customer Journey

The value of “paper”

The value of “documents”

Understanding the local differences

• Every month • Once a year

An Insurance case study (1)

Pension Statements

• Current

– Several brands

– 16 page full colour

– 450.000 per year(active members)

– Cost of € 3.00 per statement

• New

– Digitally sent

– 4.000 of 13.000 said “yes”

– Cost of € 1.30 per statement(1.10 production, 0.60 stamp)

– Digitally signed

An Insurance case study (2)

Insurance Policy

• Current

– Policy renewal – 4mio members

– Letter, policies

– Standard T&C’s

– Labour intensive

• New– PDF (screen format)

– Highly personalized

– Cross-sell and up-sell

An Insurance case study (3)

Volume developments

• 2014 90 mio

• 2015 72 mio

• 2016 58 mio

• 2017 46 mio

• 2018 37 mio

Lessons learned

• Understand the local regulations.

• Know what a Digital Signature is or can be.

• Print to PDF is not the answer.

Document Creation – The Old Way

VARIABLEDATA

BUSINESS RULES

A4 DOCUMENT

DESIGN

The Customer Experience

Creating a Strategy

• What’s your corporate mission and vision statement?

• What are the main business goals?

• How many times are production errors corrected by the operators?

• Who owns the document content?

• You’re in charge of the change!

The White Paper Factory

• The rise of the ContinousFeed full-colour digital presses.

• Transactional volume is slightly decreasing.– B&W - high fall

– Color – increase

• The envelope as marketing source!

• The option to sent the relevant message to the recipient.

The Communication Hub

Channel Management

• Paper

• Customer portal

• Mobile & Tablet

• PDF

• E-Mail & Attachments

• Text (SMS)

• Digital payments

• Digital Mailbox Services

Print and Digital

The New Document Designer

• Starts with a Document Communication Strategy

• Understands Customer Analytics and Big Data

• Knows the local law and regulations

• New technology adapt(PDF-A, PDF-UA, HTML5, QR, pURL, WPF)

• Creates the Communication Hub

Oscar Dubbeldam

Strategy Partners

oscar.dubbeldam@strategy-partners.nl