Recently we’ve been working on a project with Xerox UK to enhance their customer communications when inviting customers into the Xerox UK Showrooms. Previously there was no real formal engagement process and it was left in the hands of the Xerox sales person to book the demonstration and then communicate back with the customer both prior to and after the event. This typically resulted in brand-inconsistent communications going out to customers attracting them to Xerox’s premier locations across the UK.
The Xerox ICE project introduces a new innovative and creative approach to this issue and makes excellent and full use of XMPie to achieve an interactive and compelling customer experience. In essence as soon as a sales person enters the customer’s details XMPie is utilized to create, send and deliver all the communication to the customer; some will attend some will cancel. However every customer receives timely, relevant and personalised communications via email, RURL, SMS and print both prior to their demonstration and after the customer returns to their desk.
This customer communication campaign is an excellent example of what I am calling the ‘See/Saw’ effect within an interactive campaign. Essentially prior to the demonstration the campaign materials and website are all talking about what the customer will see on the day – and then after the event has passed any subsequent communication will talk about what the customer saw on the day. From one set of data, one set of business rules and one set of templates (print, email, SMS and web) the campaign is creating timely and relevant communication.
“ICE gives us a professional communications campaign based on complex logic. Critically using XMPie Personal Effect we were able to make it simple to access for our sales teams. Clients who have been seen the result have been impressed by the interactivity of the campaign and the elegance of the documents they receive. Overall it gives our sales people the best possible start to a customer demonstration.”
Andrew Pieroux, Xerox UK Solutions Marketing Manager
Many other solutions would’ve involved individual one-time pieces of communication using different templates depending on where in the kife cycle the customer was within the process. With this campaign the ‘See/Saw’ effect is what makes this stand out from the crowd as a shining example of what a customer communication campaign can be like.
Embbeded below is a presentation that goes into more detail and includes some screenshots of the system and the communication involved.