Pitney Bowes Inc. announced it is starting a new marketing campaign to promote its expansion into customer communications management (CCM). CCM encompasses a broad set of capabilities that enable businesses to build customer loyalty and profitability through highly-personalized communications.
“In a world saturated with information, organizations that can deliver timely, relevant messages that are personalized for each recipient have a competitive advantage,” said Murray Martin, chairman, president and chief executive officer of Pitney Bowes. “We now have the ability to help our customers craft and communicate those messages through any combination of channels—web, email, text, mail, and even live conversations with a call center representative,” Martin said.
The campaign launches today and will include online ads, radio, direct mail and events. The ads lead to a rich-media website (www.personallypb.com) where people can learn more about the benefits of personal customer communications, tailored to the industry in which they work.
Developed by the advertising agency Gyro, the campaign is built on the theme of “Personally” and shows how companies can be more successful when they create stronger connections with their customers. The campaign calls out the emotions that consumers can have when personal connections are made, noting the positive difference that personally-driven communications can make in the eyes of the recipient.
“People don’t have time for anything that doesn’t seem personally relevant anymore,” said Joe Timko, executive vice president, and chief strategy and innovation officer for Pitney Bowes. “So how do you compete and get business results? By making your own personal connections with your customers.”
Customer communications management encompasses capabilities that enable businesses to make personal connections with their customers by:
- Understanding each customer well enough to know what to communicate.
- Delivering the message through each customer’s preferred channel—web, email, text, mail.
- Tracking the customer’s response and tailoring subsequent communications based on that response.
In the past year, Pitney Bowes has launched a series of new products and services that help organizations enhance communications and make them more personal. These include the Connect+ Customer Communications System, the EngageOne Liaison solution for customer analytics, billing intelligence and electronic bill presentment and payment, the pbSmart Connections electronic marketing system, and the family of IntelliJet high-speed digital color printing systems. In 2010, Pitney Bowes also acquired Portrait Software, a leading global provider of advanced marketing and customer analytics software.
By leveraging its expertise in physical and digital communications with its expansion into areas like data quality and predictive analytics, Pitney Bowes is well positioned to be the leader in CCM, Martin said.
Martin emphasized that CCM fits perfectly into what Pitney Bowes has done since 1920: help companies grow by communicating more effectively with their customers. “Only now we’re doing it with technologies that enable business to engage each customer individually,” he said.