Fred Van Alstyne, COOContent Critical Solutions (CCS) has a history of over 100 years in supporting clients with processing, digital printing, packaging, and mailing services. Over the past few years, the company dramatically redefined its business by incorporating the latest technologies in their offerings—without losing touch with the values of its legacy business. CCS provides comprehensive customer communication solutions for transactional document processing, including content management, compliance messaging and omni-channel communication delivery.
What differentiates CCS from other participants in the marketplace is their intense focus on quality content. Fred Van Alstyne, COO, elaborates, “Many of the physical documents we print today may go away, but their messaging impact must survive. We have been repositioning ourselves in the customer communication management space with our product offering called SmartTouch™, a hosted managed service platform that offers capabilities along a linear value chain.”
The platform leverages “intelligent content” to blend relevant marketing messages with “must read” transaction documents such as bills, statement, invoices, and customer correspondence (direct mail). This enhances a client’s brand value by strengthening customer engagement, improving the overall experience and generating better financial outcomes. SmartTouch™ achieves this by analyzing the transaction, customer, and third-party data then segmenting it to create discreet audiences and generating messages that are designed and tailored specifically for them. “By creating documents that are delivered with greater relevance to the audience, SmartTouch™ helps companies broaden customer engagement (conversion/retention) and create up-sell/cross-sell opportunities,” remarks Van Alstyne.
“Our company delivers the entire SmartTouch™ platform as a hosted managed service to provide the lowest cost of entry for customers to participate in this ecosystem,” states Dana Johnston, Chief Revenue Officer. Competitive systems are traditionally license-based and require an IT staff for process management. CCS offers a low cost of entry with SmartTouch™, giving their clients the opportunity to take advantage of best in class technology so they can provide a true CCM experience for their customer base.
By creating documents that are delivered with greater relevance to the audience, SmartTouch™ helps companies broaden customer engagement (conversion/ retention) and create up-sell/ cross-sell opportunities
“By identifying specific opportunities where we can offer immediate value, our clients can quickly generate a positive ROI,” shares Johnston.
In one particular case, through the use of an interactive PDF, the client was able to drive Electronic Bill Presentment and Payment (EBPP) adoption by redesigning the billing document to provide easy to follow instructions and detailed billing history. This eliminated the need to write a check or make a call to the service center to make a payment. The client also used the redesigned bill to deliver personalized Disease Management content by mining the billing data and collecting the consumers’ opt-in data at the time they enrolled for electronic bill payment. The result was an increased electronic document delivery and bill payment adoption rate from the low teens to more than 60 percent. Overall costs were also reduced, due to the reduction in printing and postage expense.
For over a century, CCS’ success was driven by their desire to offer the most technologically advanced solutions. Van Alstyne elaborates, “Our clients constantly challenge us to provide them with new products and services to help them communicate more effectively. While there is a desire for higher quality content, at the same time clients are seeking cost savings.” Because clients are looking for communications solutions that improve quality while reducing costs, CCS continuously evaluates their digital printing and automated mailing equipment and related technology investments in order to provide the highest level of service to their clients.