The CCA Voice - Fall/Winter 2015 - (Page 41)

tHeMe: coNNectiNG WitH tHe cUstoMer What's Trending in customer communications? By: ron Whaley, Chief Revenue Officer, OSG Billing Services T hese are exciting times. We're living in a world where consumers are more connected than they have ever been. Before you can finish dialing a phone number, today's consumer can visit a company website, check out online reviews, and like or unlike a brand using social media.1 With this in mind, here are four trends we're seeing for the coming year in connecting with the customer: companies Will Strive to Better Manage the customer experience Today's customers are in the driver's seat. They aren't afraid to switch to a competitor, and they aren't afraid to voice their thoughts on social media - positive or negative. This presents a big challenge for companies seeking to sustain customer loyalty. Now more than ever, we must provide an engaging, accommodating, and hassle-free customer experience. If you don't believe that retaining your existing customers is more cost effective than bringing in new ones, consider this: Gartner reported in 2014 that digital marketers were spending nearly as much in marketing dollars to retain their customers as they were to bring in new ones.2 Cross-channel customer engagement will be key going forward. Customers are coming to us through a variety of channels. We need to be sure we're ready to greet them at the door - wherever that door may be. customers Will continue Their Quest for Self-Service options Today's on-the-go customer is exactly that - on the go. That's why it will be vital to continue to offer and develop self-service features for your DIY customers who want to bypass the customer service route. Whether it's viewing a bill, paying it online or in person, or getting answers to frequently asked questions, our customers will expect and appreciate the ability to be able to access their information any time, anywhere. Especially when, by the year 2020, it's estimated that 85 percent of consumers will manage their business relationships without actually speaking with a person3. for record-keeping purposes, some as a reminder to pay the bill, and some for security reasons6. That's not to say that they're paying those bills by mail. More and more consumers that prefer to receive bills by mail are paying their bills online7. Furthermore, recent studies indicate that we will see growth in transactional document printing in the next few years8. And, with the costs for full-color printing dropping, these transactional documents can and should be more colorful and attractive, making them more memorable. The times may be changing, but as long as we make sure we're changing with them, we're headed in the right direction. it's all about Mobile Today, people have the world in the palm of their hands. According to a report by Pew Research Center, in January 2014, 90 percent of adults owned a mobile phone, and 58 percent owned a smartphone.4 People are using their phones for a lot more than simply making a phone call. In fact, recent research tells us that 67 percent of online households have made a bill payment using their mobile device.5 And that number is only going to rise as more people get even more comfortable making mobile payments. The ease of payment and ability to make a payment any time, anywhere are very appealing. So it'll be incumbent upon each of us to continue making the ability to pay a bill on a mobile device as easy as possible. references: Paper Will Still Be relevant and More colorful than ever There's no question that society is moving in a paperless direction. However, many consumers still want to receive their bills in the mail - some The 1 Seventh Annual Billing Household Survey, Fiserv, Inc., 2014. 2 Key Digital Marketing Budgets Increase, Reflecting Focus on Customer Experience, 2014. 3 Pitney Bowes Customer Communications Solutions, 4 Steps to Break Down Siloed Communications, 2014. 5 Pew Research Center, 2014. 6 The Future of Multi-channel Transactional Communications in the U.S., InfoTrends, 2013. 7 The Household Diary Study: Mail use & Attitudes in FY2013, U.S. Postal Service, May 2014. 8 Transactional Printing in North America: A Vibrant & Important Market, Interquest, 2015. OSG Billing Services (OSG) is a next-generation technology partner providing integrated, multi-channel electronic and full-color print and mail billing, and customer communications solutions. Through a state-of-the-art processing environment and a solid focus on the customer experience, OSG helps you meet the needs of your dynamic customers and navigate today's complex billing world. Voice * * Fall/Winter 2015 41

Table of Contents for the Digital Edition of The CCA Voice - Fall/Winter 2015

Board of Directors/Staff
Chairman’s Letter by Jonathan Foxman
A Message from the President & CEO by Steven K. Berry
CCA’s 2015 Excellence in Marketing Award Winners
Number Portability in a Mobile World
Mobile Broadband Brings Life-Changing Health Care Benefits to Consumers
WiFi: Keeping Consumers Connected to the Network, to Each Other, and to Your Brand
Spreading the Reach and Range of LTE
It’s a Mobile Life
Regional Carrier Cellular One Competes with the National Players by Taking a Customer-Centric Approach
5G – The Quest for a Wireless Utopia
Connectivity Leads to Smarter Water Management
Connecting with the Customer through POS/Retail Management Systems
Connecting the Mobile Customer through Innovative Roaming Hub Solutions
Building IoT for the Agile Operator
Wireless Hitting a Home Run at the Ballpark
A New Wave in Wireless: Innovative Strategies to Connect the Last Mile
Using LTE Small Cells to Improve the User Experience
What’s Trending in Customer Communications?
Nurturing Customer Connections in a Mobile World
How Multiple Phone Line Management Services Improve the Customer Experience
How Do Small Cells Fit into Wireless Networks?
Connecting with Customers Outside the Cloud
Whether Mobile or Fixed, Emerging or Established Markets, the Holy Grail of Innovation is Service Personalization
New LTE Service Delivery Approach for Rural Carriers
Index of Advertisers
Congressional Spotlight: Congressman Mike Doyle (D-PA-14)

The CCA Voice - Fall/Winter 2015