Dec 6, 2006
TransPromo Customer Communication: It Comes in Many Flavors
By Pat McGrew Director, Transaction Segment Marketing, IPS - Kodak Graphic Communications Group
Companies around the world have been successfully using TransPromo techniques for the last two decades. Yes, twenty years! How can that be, you ask? Doesn’t TransPromo require the use of color and data mining and variable data printing? The truth about TransPromo is that it comes in many flavors, from the most basic messaging on a monochrome statement based on customer data to the most sophisticated documents that vary messages, images, and even type sizes and formatting based on information about the customer and their needs.
If twenty years sounds like too long, think about the power of even the oldest of the document composition products and the most mature of the business applications designed for building insurance policies. IBM’s Document Composition Facility (DCF), Compuset/XICS (from Xerox and then Document Sciences), and dedicated word processing workstations from a number of vendors. Most had a way to set text strings based on conditions and most had a way to incorporate graphs, charts, and images. Innovative companies developed the first variable data replacement tools in the 1980’s that allowed their customers to develop electronic forms templates and automatically add customer information on the way to the printer. As those tools became more advanced customers were able to create more sophisticated business rules based on the customer data in their data repositories – all forming the basis for the rise of Variable Data Printing in graphic arts and print-on-demand applications as well as the rise of TransPromo customer communications in the high volume computer output environment.
While today we often think of TransPromo communications as requiring full color images, flashy information design, and intense personalization, the truth is that TransPromo – the marriage of transaction data and promotional messaging, can take place at many levels and in many forms. Consider the simplest forms of regular customer communication - customer information letters. While there may not be a requirement for color images today, there is a market imperative to customize and personalize those letters.
No customer wants to receive a letter telling them about a branch opening in another state or a regulatory notice that doesn’t apply to them. They do appreciate, however, letters that subtly demonstrate that the letter is meant for them, is informative to them, and gives a clear call for action when needed. And that is TransPromo as much as a billing statement containing a marketing portal.
Of course, you can take your customer communication to the next level as you are reconsidering your marketing strategies for the next year. Why not add some lifestyle imaging or brand imaging to even the simplest of customer communications to give them a bit more pop and hold your customer’s attention for a bit longer? Why not turn regulatory notices into an opportunity to market additional services? Why send a post card with 6 point black type of regulatory notification and no personalization (I just received one of these in the mail) instead of a letter that could include the regulatory information and an offer to do some insurance planning based on the current customer portfolio?
Remember that when you take the time to think about your total customer communication strategy, TransPromo becomes a natural part of the plan!
By: Pat McGrew Director, Transaction Segment Marketing, IPS - Kodak Graphic Communications Group
Pat.McGrew@kodak.com