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through an online portal, image recognition or QR code. Some of these enhancements were introduced years ago but have made a comeback as experiences have improved. Crossing media formats can also add valuable information that is otherwise restricted when trying to optimize the space on printed pages. Offering access to online resources to further explain information in the document through additional documentation or videos can provide recipients with self-service ways of finding what they need rather than jumping to a customer service queue. If interactions with customer support are preferred, providing a trackable way to connect the recipient to customer support or a chat can help monitor their experience and also keep them connected. Additionally, notifications are more critical than ever to a customer experience and should be a factor when selecting and implementing a complete end-to-end communications platform. The right CCM solution should enable you to create notifications that complement the original communication and can be scheduled to nurture the B2C relationship, not overwhelm. The important thing to remember is that quantity does not replace quality. So, every touch point should serve a purpose and be engaging. Tying these experiences together through CCM Orchestration and Tracking Understanding the use case(s) for why consumers prefer print will provide the information needed to improve current digital experiences and even allow for new opportunities to solve existing problems, such as the preference to retain hard copy records. Your CCM solution should enable you to orchestrate communication workflows that
FIGURE 1: OVERALL USPS MAIL VOLUME First-Class Mail
First-Class Single Piece
2020 - 52.6B 2019 - 54.9B
2020 - 15.2B 2019 - 16.5B
2020 - 64.1B 2019 - 75.7B
DIFFERENCE -2.3B or 4.19%
DIFFERENCE -1.3B or 7.88%
DIFFERENCE -11.6B or 15.32%
accommodate all of the consumers’ preferred channels, react to real-time changes and track the success of these communications. The right solution should not only track when a communication was received and opened for audit tracking but begin to provide the insights necessary to understand how consumers are using these communications in these channels, so you can look for new ways to address these needs. Ultimately, print is a key part of an omnichannel communications strategy that aims to provide a complete customer experience. As the world continues to move to digital, it is important to understand why consumers are reluctant to make the jump to digital preferences despite best efforts to encourage this. The continued preference for print is an opportunity for those responsible for customer experience to build trust in digital experiences by using the print as a foundation. Enabling customers to receive communications in their preferred channel and optimizing print communications to encourage interactions with digital experiences
and notifications can provide an even better experience than a single channel communication and showcase what they might be missing in the digital world. O
STEPHANIE PIERUCCINI is a Senior Manager of Product for OpenText CCM. In this role, she is responsible for CCM Orchestration for OpenText Exstream as well as the StreamServe and Exstream platform solutions. Her experience comes from a strong knowledge of communication and production management from creation through delivery acquired from covering the print, marketing and customer communications management (CCM) markets as an analyst and consultant with InfoTrends as well as serving as the channel development manager for CCM and digital transformation solutions at Neopost USA (Now Quadient). She has also spent time managing product portfolios for Crawford Technologies document transformation and reengineering, workflow and accessibility as well as leading product for provider communications as part of Change Healthcare’s communication management and delivery services.