Communication data value unlocked
What is information accessibility?
Customer communications begin with a transaction. Your customer visits a physician, deposits a check, files a claim, or perhaps changes a password.
Transactions are recorded in business systems, and communication applications are triggered based on these events.
Such customer communications, and their associated processes, have become a rich source of data.
Communication data encompasses:
- Transactional data embedded in the communication – transactional information, account information, procedure codes, and the like. This data can be mined, analyzed and used to inform changes in business process or services, such as the number of procedures for a given population, or the number of loans made to specific demographic.
- Status information – as customer communications traverse internal processing and external systems they change status: generated, processed, printed, mailed, delivered …. This data can be used by call center operations, and to permit intervention in a process to divert or redirect a communication.
- Response data indicating customer action– data showing customer response to links embedded in e-presented statements, or action taken in response to mailed communications that can be used to track response rates and improve quality of service.
Mining the data locked inside applications
Customer communications contain rich information embedded in the document or communication itself.
Post composition tools that can readily mine the data are essential to extract and index information from within legacy communications as they are being generated without the need to involve upstream IT resources across business areas.
Leveraging data to improve communications
A large amount of “white space” is found in customer communications, providing opportunities for companies to insert messaging, to help guide customers to better decisions, support self-service reducing costs, and to introduce new services.
By utilizing the data inside of customer communications, companies can ensure that these messages are relevant and timely.
Processing and status information
By centralizing communications processes into a system, companies can gain near real-time status information that helps inform customer service, and permits a more accurate customer engagement.
All too often customer service operations have limited line of sight into customer communication status. Imagine knowing with precision when a communication was generated, processed, distributed and delivered …
With better access to status information and systems supporting dynamic interaction, content can be diverted, redirected to other distribution channels, or re-routed for further review.
Data aggregation for business analytics
Sefas developed the concept of the Enterprise Communication Factory, to encompass the full customer communication lifecycle.
To recognize that communications processes are like a factory, spanning several systems, including infrastructure, and benefitting from integration and automation.
By engineering systems that automate, track and audit the full customer communication lifecycle, and provide data mining functionality we can help deliver data to data marts and data clearinghouses where it can be analyzed to develop new services, or inform decision making.