Personalised Customer Communications
as your competitive advantage using
xPression
AFP Brugergruppen 2008
Peter Cameron – Technical EMC Document Sciences
Jan-Fredrik Seeberg – Partner Sales Manager
© Copyright 2008 EMC Corporation. All rights reserved.
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Agenda
 EMC and EMC Document Sciences
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Market Landscape
Our Customers
Our vision
Current Customer Position
Customer Communication Challenges
 xPression
– Customer Communication Management
– Architecture Detail
– Use Case Excamples
 Demo
 Q/A
© Copyright 2008 EMC Corporation. All rights reserved.
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EMC Leading the Way
We are a Information Infrastructure Company
 12,5 Billion USD revenue 2007
 More than 4 Billion USD in R&D and acquisitions the last 4 years
 37.000 employees, appr 400 in the Nordics
– 4.000 employees in Content Management. 1.000 on development.
 Recognized as leader within the most areas we are doing business
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Enterprise Content Management
Records Management
Business Process Management
Input Management
– Document Output Management
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Storage systems
Storage Resource Management
Archiving
Replication
Security (RSA)
Server Virtualization (VMware)
© Copyright 2008 EMC Corporation. All rights reserved.
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EMC Document Sciences
 Leading provider of customer communications
software and services
 550+ Blue chip customer base with 250+ financial
services / insurance customers
 Award-winning xPression product suite; V3 launched
in August 2007
 600 Employees in 3 continents, world-class
professional services organization.
 Acquired by EMC in March 2008. Now a part of
EMC Content Management and Archiving (CMA)
Awards:
© Copyright 2008 EMC Corporation. All rights reserved.
“Market Leader in
Insurance and Banking”
“Top Document Solutions
Vendor in Insurance”
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Our Customers
 Over 550 Global 2000
clients
 Over 50 FORTUNE 500
companies and 250
financial services
customers
 Industry concentration:
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Financial Services
Insurance
Print Service Providers
Government
Manufacturing
Utilities
Generating Over 2 Billion
Telcoms
Customer Communications every Month !
© Copyright 2008 EMC Corporation. All rights reserved.
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Vision
repurposing of
content in any format
merging it with
data in any format
producing personalized
documents in any format
for distribution
to any channel
© Copyright 2008 EMC Corporation. All rights reserved.
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Current customer position
 Multiple systems-a mixture of 3rd party products and home grown
solutions producing documents and communications
 Difficult to manage the 100/1000’s of document templates
 Documents created and maintained by IT
 Delivery channels traditionally via print and in batch
 Business process’s paper based
 Similar output and/or output to the same customer
 High administrative cost maintaining and supporting multiple
systems
 Minimal control and consistency in what is sent out
© Copyright 2008 EMC Corporation. All rights reserved.
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Current customer position - continued
 Traditionally statements, reports, contracts and correspondence
 Little consistent branding and standards across communications
and documents
 Minimal adherence to regulatory requirements
 Minimal personalisation
 Customer response slow and not always relevant
 Batch, little transactional communication
© Copyright 2008 EMC Corporation. All rights reserved.
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Why Should You Care About Personalised
Customer Communications?
Response rate improvement
using personalized communication
Cost to acquire
new banking customer
500%
New customer attrition: 30-40%
Why? Dissatisfaction: 35-40%
database, text, images
Source: Rochester Institute of Technology
Digital Printing Study
$325
Source: Document Sciences Analysis,
TowerGroup, 2006 World Retail Banking Report
Streamlining the account opening
process is an imperative.
Automation
and BPM
Optimizing the process across all
customer channels
Source: Celent, 2007
© Copyright 2008 EMC Corporation. All rights reserved.
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What are the Customer Communication
Challenges?
 Competition
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Upsell and cross-sell
Timely communications
Effective, relevant customer messages
Expect rich customer experience
 Efficiency
– Faster Time to Market
– Ease of use, functionality
– Straight through processing and automation
 Technology
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Unify print and web infrastructures
Reduce cost, maintenance, IT management
Eliminate redundant systems
Build future proof infrastructure
 Customer loyality
– More relevant and appealing documents
– Multiple channels to suit customer preferences
– Compliance to regulations and branding
© Copyright 2008 EMC Corporation. All rights reserved.
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xPression
© Copyright 2008 EMC Corporation. All rights reserved.
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xPression meeting the Personalised Customer
Communications need
 Target
Postcard, Direct
Marketing
Input
Correspondence,
Incentives
Win Back
Collateral, Brochure,
Online fulfillment
Process
Target
Customer Life Cycle
Scanners Application
and faxesRetain
output
 Acquire
Deliver
Contracts,
Policies
Inquire
Portal
Data and
Acquiredocuments
Business
applications
Manage
Problems
– Streamline contract creation process
– Ensure accuracy and consistency
 Develop
Paper and
e-forms
Statements,
Incentives
– Empower micro-marketing initiatives
– Improve response rates and assure
brand compliance
Welcome
Develop
Welcome Kit
Correspondence
Statements, Newsletters
– Create a better customer experience
– Drive revenue enablement via crossselling
 Retain
– Improve customer loyalty and retention
– Expand revenue opportunities through
up-selling
 Manage
– Target, acquire, develop and retain
customers in a cost-effective manner
– Streamline business processes
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Customer Communications Management
Designer
End Customer
Collateral
Batch
Print
xml
Design
xml
Email
Contracts
High-Volume
Batch
xml
Web
xml
xml
Data
Correspondence
Archive
xml
xml
Statements
Real-time,
On-Demand
xml
Mobile
Content
© Copyright 2008 EMC Corporation. All rights reserved.
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Comprehensive & Flexible Communications
 All types of customer communications:
Collateral
– High-end, graphically rich documents
(marketing collateral and statements)
– Textual, logic-intensive documents
(contracts and correspondence)
– High-volume document generation and distribution
(statements and correspondence)
Contracts
– Negotiated documents that require collaboration
(complex contracts)
– Interactive documents
(electronic correspondence and web pages)
Correspondence
Statements
© Copyright 2008 EMC Corporation. All rights reserved.
Benefits:
• Richer customer experience
• Greater customer loyalty and revenue
• Increased cross-sell/up-sell opportunities
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Real-time Interactive
 Back-Office: Shift from paper-based processes to BPM-enablement
– Real-time or queued eMail, PDF or print generation from any workflow
– Fully integrated into BPM approval and exception handling
 Customer-Facing: Shift from Print-Mail to Lower-Cost Web/eMail
– Email delivery with web site links and PDF attachments
– Real-time web site generation of static or fillable PDF
– Real-time generation of personalized web pages with integrated eForms for
“conversational” marketing applications
xPression supports the generation
of any personalized document type,
from static (e.g. Adobe Postscript),
to fillable (e.g. Adobe PDF), to fully
dynamic (rich HTML/XML) with
interactive eForms elements such
as type-in fields, pulldowns, etc.
© Copyright 2008 EMC Corporation. All rights reserved.
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Solutions
xPression Platform
Corr.
Business Applications
Policies
xResponse
xPress Solutions
xPressForms
Statements
xPressDerivatives
xRevise
Collateral
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xPressPrivateClient
xPressFundManager
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Architecture Detail
Highlights
Application
Layer
xRequest xResponse
Document Design
Administration
xRevise
xDashboard
xAdmin
xDesign
 Real-time and
batch
processing
 Multi-channel
distribution
xFramework
xPRS Server Layer
Print
xPression
Controllers
Web
Email
xAssemble
xPression
Publishers
Archive
xBatch
ECM
Java
Data
Exit
Data / Content
Layer
 Open database
and content
integration
xPresso
for Word
HTTP
J2EE Application Server
 J2EE, XML, Web
services
xPresso
xPresso for
for InDesign Dreamweaver
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Distribution
 Web
architecture
with web-based
tools and thick
design client
End-User Applications
Legacy
Data
XML
Parse
r
XML
Data
JDBC
Relational
Data
Customer Data
xPression
Database
ECM
Content
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Where does xPression fit in within EMC?
Input
Forms
& emails
Search
Document
Management
Process
Records
Reports
Security
Applications
Information Lifecycle &
Storage
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Output
Compliance
Documents
& Faxes
Content
Federated
Repository
Data
Dynamic
Communication
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xRevise: Paperless Contract Negotiations
xPresso for Word
Package
xDesign
Batch
Print
xRevise with Word 2003
Email
Bank/Counter Party
uses Word 2003 with
Track Changes
Changes
Changes
Final
Archive
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Use Case Example
Transaction Data
From eForm, Scanned Docs
Counterparty
ABC
CorpTypeInsura
nceNumberINR4
5445Jurisdiction
United
StatesStateNYS
pecified
EntityBiscyane
Bank
Document Generation
During Set-Up
Data values drive business
Createdocument
templates
rules to generate
withfrom
text fragments
template
and business rules
in DocSciences
xPression
DocSciences
xPression
Multi-Channel Delivery
Document formatted and
rendered for selected channel
Portal
Paper
Email
Content Management
Review / Edit
Generated documents
managed and archived in
Documentum
Documentum workflow used
as routing engine
Counterparty
ABC
CorpTypeInsura
nceNumberINR
45445Jurisdicti
onUnited
StatesStateNY
Specified
EntityBiscyane
Bank
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Wireless
CD-Rom
Fax
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Example: New Account Opening
Benefits:
• Automates customer
communications
• Automatically part of
legal record/transaction
• Further streamlines
operations
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Storebrand customer experience
Pain
xPression offering
 Need of uniformity across the businesses
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 One place to maintain all client communication
across the businesses
Document duplication through different hard  Offer one easy-to-maintain solution xPression
to maintain legacy systems
 Offer the use of one team delivering all
documents needed to all clients through all
No communication or cooperation between
channels
business areas/units to unify client
 Offer one team maintaining one system
communication
Different individuals supporting duplicated
 Offer all mails, letters, proposals and information
systems
to be produced in one highly automated
processes
Customers receives a number of mail shots,
letters, proposals and information from
 Offer one message from multiple business areas
different business units generated in errorin a uniformed way
prone manual creation processes
Postage cost to high
 One place maintain the company brand
Branding
 Right information at the right time to the right
client. They buy more
Cross selling and up sell
 Offer new documents to be developed outside IT
Time to market
 Offer technology for the future based on J2EE,
Old technology
SOA, Web services, ECM integration and the
openness of Design Tools
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General Motors
 GM needed a solution to more
effectively generate its worldwide
dealer contracts
Dealer Contract
Request
– Migrate from legacy mainframe application
– Enable contract request, approval workflow,
electronic delivery and long-term archival
– Maintain all contracts in compliance while
providing the contracts group the ability to
modify standard language as required
Contract Mgmt
Workflow
 GM solution with Documentum and
xPression
Contract
Generation
Approval
Process
© Copyright 2008 EMC Corporation. All rights reserved.
Records
Management
– Interactive dealer contract generation request
via Documentum Webtop with automated
routing through contract mgmt workflow.
– Reduced Cost by eliminating mainframe
processing, and by improving operational
efficiency through automation. Elimination of
printing costs by shifting to PDF delivery.
– Reduced Risk by providing audit trail
capability, providing security and user
access, and increased functionality and
efficiency through greatly improved user
experience for GM dealer contracts team.
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Demo
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The Value to Customers
 Allows organisations to deliver a more compelling customer experience
– Leads to increased customer loyalty and revenue
– Actively support cross-sell/up-sell activities
 Putting Content to use
– Automates the creation and delivery of well-designed, highly personalized communications
– Contracts, policies, statements, customized marketing collateral and correspondence
 Specialised solutions for specific use-cases
– Interactive applications – delivering increased customer value
– Correspondence & statement management
– Loan origination, wealth management, brokerage/derivatives, new account enrollment, claims
processing
 Best in class Document Output Management Technology
– SOA Technology sets the bar for dynamic content publishing technology
– Based on technology standards J2EE, XML, Web Services, JMS, MS.Net
 Comprehensive DOM platform
– xPression product brings comprehensive set of components to for document design, assembly,
composition, output processing and multi-channel delivery
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