This blog is the third part of an ongoing series we introduced called “Introducing Customer Touchpoint Messaging 2.0” to help explain how Touchpoint Messaging 2.0 simplifies the planning and execution of customer messaging programs.
In the world of transactional print AFP and PDF touchpoints, IT Operations often owns and controls the communication with the customer. Not because they want to, but because, historically, printing and sending bills and correspondence to consumers was a purely operational task. However, thanks to the power of composition tools and the cost-effectiveness of colour printing, things have changed. The value of transactional communication has been transformed where it now becomes a vehicle for meaningful conversation and engagement with consumers. The potential has also increased to become a driver for greater satisfaction and revenue, if done right.
Unfortunately, complete ownership and control of the messaging lifecycle has not yet been transferred into the hands of today’s rightful owners, like the marketer. Add digital communications to the mix, and it becomes apparent that there is not a clear line of ownership over customer touch itself – so no consistent messaging across all segments, targets and channels. That’s where Customer Touchpoint Messaging 2.0 comes in. Now that content and rules for all customer communication channels is stored centrally in a web-friendly, secure repository, the next step is to hand the keys over to the marketing user.
Your Touchpoint Messaging platform should allow the user to intuitively enter, maintain and change messaging content and the business rules that drive personalization and targeted messaging over time, anytime — without disrupting IT, and certainly without requiring expensive development resources.