�ݺ�ߣ

Smart Customer Engagement
Xerox ICE – an Innovative Customer Experience
David Baldaro

Introduction

 Xerox UK have a number of local showrooms
 Sales have the responsibility to invite and host
potential customers
 Previously there was no official communication or
process to invite the customer – which lead to
random and unbranded communication

Copyright 2008 XMPie. All Rights Reserved.

Innovation

 Using XMPie Xerox UK has created an innovative
customer experience whilst providing a consistent
process for the sales people to use
 Targeted, branded, relevant, timely and interactive
communication is sent to the customers
 Customers are able to interact with an interactive
system with follows the ‘see / saw’ principle


Sales Administration Area

 Sales get a secure and
branded area in which they
can create, modify and
review bookings


Customer Experience

 Customer first receive a
timely and targeted email
 Sent on the same day the
booking is made
 Includes all details and a
link to a RURL
 Randomly varies to fit with
Xerox corporate branding


Customer Experience – First Visit

 XMPie recognises that this
is the first visit to the
recipient’s RURL so
adjusts the content
accordingly


Customer Experience – Subsequent visits

 In all future visits the wording in the website changes to
reflect the fact that the recipient is ‘returning’ to the
RURL
 Keeping it relevant


Customer Experience – The See/Saw Effect

 Prior to the customer’s visit the RURL talks about what
the customer will ‘See’ – talking the future tense and
allowing the customer to cancel if required.


Customer Experience – The See/Saw Effect

 After the date has passed (and the customer actually
attended the booking!) then the website again changes; this
time to use the past tense and talking about what the
customer ‘saw’ during their visit.


Customer Experience – Integrated Maps

 Customers are offered
directions to the showroom
based on the known
address of the selected
showroom and the
address that Xerox has for
them
 Customers can override
that address for a new one


Collecting Customer Feedback

 On the first visit back to
the RURL after the
customer has visited the
showroom a survey is
displayed
 Feedback is sent directly
back into the product
team.


Creating Personalised Welcome Packs

 Depending on which
products are selecting
when the booking was
made – the RURL reflects
the choices and a
personalised welcome
pack is printed on the day
of arrival for the customer


Creating Personalised Videos

 Whilst attending the
demonstration on the
agreed date the
customer’s data is then
automatically used to
create a personalised
video and cross-media
campaign


On Demand Customer Experience

 Once a booking is made – everything is handled on
demand using XMPie
 Email sent; RURLs created; SMS sent and brochures
produced and sent to print
 XMPie’s APIs (programming interface) is used to
full effect to create and send each piece of
communication on time, in the correct format and to
the right recipient


Management Tracking

 Xerox Management can
track and report in real-
time how the campaigns
are unfolding
 Statistics and data can be
extracted and reused if
required


Innovation Campaigns – Strong Results

 Xerox ICE is a excellent example of a interactive
cross media campaign – engaging and powerful
 From one set of data, rules and creative everything
is producing autonomously and on time, using the
correct media and reflecting the correct point in the
customer life-cycle
 Demonstrates the ‘See/Saw’ principle in full effect!


David Baldaro

david.baldaro@xmpie.com
http://david.baldaro.me.uk


�ݺ�ߣ

Xerox Ice Smart Customer Engagement

More Related Content

Similar to Xerox Ice Smart Customer Engagement (20)

Recently uploaded (20)

Xerox Ice Smart Customer Engagement