The Forrester Wave™: Document Output For Customer Communications Management, Q2 2009

June 25, 2009 The Forrester Wave™: Document Output For Customer Communications Management, Q2 2009 by Craig Le Clair and Sheri McLeish for Business Process & Applications Professionals Making Leaders Successful Every Day For Business Process & Applications Professionals Includes a Forrester Wave™ June 25, 2009 The Forrester Wave™: Document Output For Customer Communications Management, Q2 2009 no Overall Market Leader Emerges As vendors Build Out DOCCM Capabilities by Craig Le Clair and Sheri McLeish with Stephen Powers and Peter Schmidt ExECuT i v E S u M MA ry In Forrester’s 95-criteria evaluation of document output for customer communications management (DOCCM) vendors, we found no overall Leader across all segments; however, numerous Strong Performers and Contenders bring their own strengths to the structured, interactive, and on-demand segments of customer communications. Within these segments, HP and Pitney Bowes Business Insight are Leaders in structured output, Thunderhead achieves Leader status in interactive, and EMC Document Sciences emerges as a Leader in the on-demand segment. During the next five years, powerful, transformational DOCCM platforms will evolve built on advanced authoring, workflow, business rules, integration with enterprise marketing platforms, and service oriented-architecture (SOA). We expect then to see true enterprise solutions that can manage requirements across all DOCCM segments. TABL E O F CO n TE nTS n OT E S & rE S O u rCE S 2 Why Document Output For Customer Forrester conducted vendor evaluations in the Communications Matters fall of 2008 and interviewed 12 vendors and DOCCM Emerges As A Broad Market Segment dozens of user companies, including Adobe Systems, Aia Software, Cincom Systems, EMC Multichannel And On-Demand Growth — Document Sciences, HP, iSiS Papyrus, Metavante, Aided By ECM — Drive The DOCCM Market Oracle, Pitney Bowes Business insight, Sefas Enterprises Feel The Pain Of Aging Structured innovation, StreamServe, and Thunderhead. Apps And Search For rOi 6 DOCCM Vendors Shoot For The Enterprise Related Research Documents 8 DOCCM Evaluation Overview “The rOi Of Correspondence Management” February 13, 2009 8 Vendor Profiles: No DOCCM Suite Is Ready For Full Enterprise Requirements “Market Overview: Document Output Traditional Market Providers Jostle For Leader Management” Status February 8, 2008 European Providers Are rising Fast With “Give DOM its Due” individual Strengths October 24, 2007 unique Backgrounds Differentiate Some Providers 20 Supplemental Material © 2009, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. To purchase reprints of this document, please email clientsupport@forrester.com. For additional information, go to www.forrester.com. 2 The Forrester Wave™: Document Output For Customer Communications Management, Q2 2009 For Business Process & Applications Professionals Why DOCuMENT OuTPuT FOR CuSTOMER COMMuNICaTIONS MaTTERS Information and knowledge management (I&KM) professionals looking to help line-of-business (LOB) owners to improve the customer experience increasingly realize that the potential document output for customer communications management (DOCCM) has to satisfy customer experience concerns. Not surprisingly, I&KM professionals have trouble telling DOCCM suppliers apart. All claim to be easy to use, to be enterprise-capable, to support XML, and to have strong enterprise content management (ECM) support. We evaluated the solutions from the major enterprise DOCCM providers. EMC Document Sciences, HP, ISIS Papyrus, Pitney Bowes Business Insight, and StreamServe provide structured output solutions. Thunderhead leads innovation in the rapidly growing interactive segment. EMC Document Sciences appears as a Leader in the emerging on-demand segment, with Adobe Systems achieving Strong Performer status and HP Contender status. Advances in DOCCM usability — such as integration reach, workflow, and ECM integration — will allow I&KM pros to rely on DOCCM to help improve the customer experience. DOCCM Emerges as a Broad Market Segment Forrester defines DOCCM as: Software used to compose, format, personalize, and distribute content to support physical and electronic customer communications and improve the customer experience. DOCCM software supports content types such as letterhead, invoices, correspondence, marketing materials, policies, statements, and welcome kits. Dividing document output needs into structured, interactive, and on-demand processes can help I&KM pros get a better handle on their diverse application needs (see Figure 1).1 · Structured output runs in batches, often in large volumes. Structured output is scheduled, consistently formatted, and sent as part of a service relationship (much like phone bills and brokerage statements); it also includes batch digital or offset print runs. · Interactive output marries custom content or data with preset structure. Interactive output requires the human touch, often matching variable customer data with structured forms or templates, providing a more individualized output; examples include customer correspondence and negotiated documents like group insurance policies or derivative and margin contracts. · On-demand output is triggered by multichannel requests. Events from the Web, fax, phone, email, transactional systems, or enterprise applications drive on-demand output, and on-demand events may also be initiated by a human being via a keystroke, as in call center correspondence. June 25, 2009 © 2009, Forrester research, inc.