HP Output Management completes your HP Enterprise Document Automation solution

HP Output Management completes your HP Enterprise Document Automation solution Executive summary............................................................................................................................... 2 Make your communications compelling and actionable through personalization ......................................... 3 Build cost-effective processes ............................................................................................................. 3 Exceed customer expectations for responsiveness................................................................................. 3 Overcome the hurdles of complexity and proliferation .......................................................................... 3 Be dependable ................................................................................................................................ 4 The HP Enterprise Document Automation solution..................................................................................... 4 Dialogue, one-to-one communications to all your customers ................................................................... 4 Dialogue Live, for real-time situations.................................................................................................. 5 How an HP Output Management solution delivers reliability.................................................................. 5 Effective personalization solutions ...................................................................................................... 6 Benefits of the HP Enterprise Document Automation solution ...................................................................... 7 Greater relevance through personalized communications...................................................................... 7 Improved responsiveness through fast, interactive correspondence ......................................................... 7 Consistency across your brands ......................................................................................................... 7 Reduced communication costs ........................................................................................................... 7 Benefits of an HP Output Management solution ....................................................................................... 7 Deliver output directly to the right destinations ..................................................................................... 8 Simplify and optimize your output infrastructure ................................................................................... 8 Get your documents there every time on time ...................................................................................... 8 Handle output in virtually any language.............................................................................................. 8 Enable single-step, fleet-wide upgrades............................................................................................... 8 Manage your enterprise output fleet efficiently ..................................................................................... 8 Reduce costs.................................................................................................................................... 8 Improve business performance through greater reliability and adaptability ........................................... 10 Increase user satisfaction and productivity across all enterprise applications ......................................... 10 Simplify compliance with legal and environmental directives ............................................................... 10 Summary .......................................................................................................................................... 10 Appendix A: Examples of document automation.................................................................................... 11 For more information.......................................................................................................................... 12 Executive summary Personalized communication means interacting with every one of your customers or sales prospects on a one-to-one basis. You want to make each individual customer feel that you have taken the time to locate the ideal offering just for him or her. These communications can help build loyalty and generate new sales, from both existing customers and new prospects. Two of the greatest challenges for personalized communications are speed and cost effectiveness. While you can dedicate a sales team to your large accounts, you cannot dedicate a team to every customer, nor can you invest the time and resources to create unique communications from scratch for every customer. The HP Enterprise Document Automation solution allows you to create and deliver personalized communications to thousands and tens-of-thousands of customers quickly and cost effectively. It can pull pre-approved content and data from your transactional systems such as mySAP, Oracle® E-Business Suite, Customer Relationship Management (CRM), Sales Force Automation (SFA), or Enterprise Content Management (ECM) applications. It uses the data to create personalized content then formats and delivers it to designated destinations. The HP Enterprise Document Automation engines for gathering content and formatting it are Dialogue and Dialogue Live software from Exstream Software by HP. The HP Enterprise Document Automation solution helps you: • Provide personalized, relevant communications to thousands of customers • Enable rapid response through interactive correspondence • Ensure consistency across your brands • Reduce the cost of communicating An HP Output Management solution is an intelligent layer that resides between your enterprise business applications and your output destinations. It completes your HP Enterprise Document Automation solution by helping you: • Deliver output to locations that help you streamline your processes and improve efficiency • Simplify and optimize your output infrastructure • Get your documents there every time on time • Handle output in virtually any language • Enable single-step, fleet-wide upgrades • Manage your entire enterprise output fleet efficiently • Reduce costs and achieve high ROI over a three-year period • Improve business performance through greater reliability and adaptability • Increase user satisfaction and productivity • Simplify compliance with legal and environmental directives 2 Make your communications compelling and actionable through personalization Successful business communication makes every customer feel like an individual. If you can make the customer believe you understand his or her goals, and you have taken the time to put together a package that reflects those goals and aspirations, the customer will be more likely to respond to your communication and take the action you want. For example, you are trying to build loyalty by making a high-wealth client feel valued with a personalized account summary or by sending an accurate response letter from your call-center representative who handled the client’s call. In other cases, you may be trying to generate new revenue such as when you submit a sales proposal or attach a well- targeted sales promotion to a monthly bill. Another example is attaching a promotion for a three-day weekend to a couple that has a history of buying plane tickets and travel packages, while presenting information on Florida condominiums to seniors in the mid-western United States. What you don’t want to do is to make the customer feel unimportant by sending a potentially irrelevant form letter or a sales proposal that has pricing or naming errors. Build cost-effective processes Your personalization processes must be profitable. That means appropriately matching your resources to the size of the revenue opportunities. For example, enterprises commonly dedicate one or more people to large accounts that generate several million dollars of revenue annually. Dedicated personnel have the specific customer knowledge and can invest the time necessary to generate highly personalized communications. However, the economics are different when you are servicing the thousands or tens-of-thousands of customers who fall below that revenue level. You want to generate personalized communications for these accounts without increasing your costs to the point that the accounts are not profitable. Exceed customer expectations for responsiveness This means that you must do things faster than the customer expects. You must also do them faster and better than your competition. With monthly billings or financial statements, it simply means getting the bills out the door on time. In other cases, it means rapid creation of a customized communication, such as a letter that responds accurately to a customer query. When designing fast-response personalization processes, you have to pay particular attention to approvals and reviews. You don’t want your customer communications to expose the company to legal difficulties, nor do you want them to make promises that your company cannot keep. You want all appropriate parties, such as your marketing, product management, and legal departments, to approve your customer communications before you send them.