Customer and Marketing Communications Management Case Study

Situation

A credit card company spends a lot of money establishing point of sale facilities at airports, shopping centres and other areas where there is a lot of public traffic.

This has been a successful strategy but the level of people signing up at the stands was not matched by the number of people who signed the contract when they received it in the mail.

The length of time that the contract has taken to get to the customer means that the customer has either changed his mind or, prompted by the idea of getting a new card found a better deal.

Solution

The company recognised that the issue with conversion lay in the time it takes for mail to arrive at the customers home.

The company recognised that if it could find a way of getting a contract through to the customer whilst at the point of sale, then it could improve conversion rates.

The company had existing assets within in its credit approval team that meant that acceptance of an application could be processed within a few minutes. The missing link was the ability to get data from the point of sale, through the credit acceptance workflow process in order to generate a contract and get it to the consumer quickly.

The company solved the problem in the following fashion:

1. Utilising POS data capture and e-forms on a Windows Tablet device, the credit card representative entered the customer details into the application form via an e-Form.

2. Once completed, the e-Form is uploaded to the companies workflow queue marked as a high priority case

3. The representative makes the client a refreshing cup of coffee and a small bite to eat.

4. The priority case is processed by the credit application team. Once the approval process has been completed, an instruction is sent to a Service Oriented Architecture based on-demand (ad-hoc) document composition system. Key data concerning the client is passed from the workflow system to the document composition application.

5. The document composition application recognises the data and request and creates a contract that is unique to the customer, variable data within the document also includes interest rate, customer and account details and so on.

6. At the same time, the document composition engine also creates a welcome letter and customer service newsletter. The documents are then collated together to form a single small print stream.

7. Simultaneously, the document is sent to the point of sale terminal and ingested to the document archive.

8. As the customer finishes their coffee, the representative prints out the paper work and requests the signature from the client.

9. A new customer is born!

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