Over the next few months, I will continue to answer the simple question: Is your Customer Communications workflow SIMPLE? In my experience with customers, workflows are never simple, but I believe they can be SIMPLE-fied through use of technology and strategy. That is, SIMPLE meaning: Streamline, Innovate, Measure, Profitable, Leverage and Extend. Really, it is all about how you approach your Customer Communications Management (CCM) workflow.
    The last two months we discussed how to Streamline and Innovate, this month we will discuss how you can Measure your workflow for improved customer communications.

    If you missed the first two parts of the series, please take a look at the January and February issues:

    1. Apply USPS data: Part of a connected and intelligent CCM is being able to use advanced features like Intelligent Mail barcode from the USPS. By being able to apply pertinent data from the USPS to your mail-pieces in your workflow you are able to take advantage of discounts, track the delivery and report throughout the organization for SLA and compliance management. Moreover, make sure you can apply this type of valuable data without having to go back to your composition system â¬" add it on the fly to your print file at the right stage of your output management workflow.

    2. Know where all your mail-pieces are at all times: For a multitude of reasons, knowing where your mail-pieces are throughout the entire output and delivery process is critical. Just as important as knowing where, you want to be able to communicate it quickly and intelligently to your customer service and operations management workers. By having this information in near real time you can save time when your customer service representatives are trying to find out information for a customer. Those in charge of the operations will be able to report throughout the organization with more accuracy and make better decisions for the business.

    3. Report on productivity: It is important to know as much about your CCM workflow as possible; it is equally important to know you have the best solution possible in place. This is why it is best to partner with the best in the industry to provide a complete solution that is unmatched in todayâ¬s workflow environments. Before you can Measure, you have to understand what it is you want to measure and how the measurements will be captured. The key is automation to reduce or eliminate manual intervention and error. This best-in-class productivity tracking adds significant value to any workflow management by being able to optimize time on machine and efficiency of your most valuable resources â¬" your people.

    The above are just a few of the ways you can move your customer communications to a SIMPLE approach. Next month I will cover ways to make your workflow more â¬Å"Profitableâ¬â

    David Day, EDP brings over 32 years of experience in the document management & mail industry. As an active member of Xplor for over 17 years, David frequently presents at local and global Xplor meetings. He has also been a guest speaker at various company user and industry groups including National Postal Forum, Graph Expo and Mailcom. David, Product Marketing Manager at CrawfordTech, is responsible for worldwide for their Enterprise Output Management Products. He works with customers, prospects, sales and product development to identify customer requirements, evaluate solutions and make product recommendations