The personal customer connections vital to the success of any marketing campaign are now manageable and measurable with the Fuji Xerox 1:1 Experience Service. This innovative service launched today by Fuji Xerox will enable corporations to develop direct marketing programmes that realise the potential of personal 1:1 communication with their customers. It takes 1:1 marketing to new heights of personalisation, making it more effective and efficient.
Meeting customers’ needs
Companies today face a formidable task in ensuring their messages stand out in a cluttered media space brought about by the proliferation of media platforms. Ever-changing consumer demands add to the challenges marketers face in engaging their stakeholders. Over time, more channels, more media and more confusion create media silos and isolate data. In this environment, message penetration has become difficult.
The 1:1 Experience Service was developed specifically to help companies break out of this morass. With the 1:1 Experience Service, Fuji Xerox goes far beyond the provision of direct marketing solutions, and will work with corporate customers and service providers on innovative cross-media communication strategy and delivery.
“Our team, bringing together the 1:1 expertise and technology of Fuji Xerox and our partners, will work with our customers to develop and execute strategic direct marketing campaigns using hyper-personalisation” said Helene Blanchette, Go-to-Market Strategy Manager, International Business Group, Fuji Xerox Asia Pacific Pte Ltd.
“We will help our customers to develop and implement highly relevant direct marketing campaigns across a range of media channels, so that they deliver the right message to the right person at the right time using the right channels of communication,” said Blanchette.
How the 1:1 Experience Service works
1. At the start of each campaign, the team will work with the companies to extract accurate usable data to allow relevant and intelligent shaping of the content. Each individual will receive their own customised communication piece.
2. Digital technology then allows us to speak to each person in a database on an individual basis, presenting them with specific selling propositions supported by specific imagery, copy and dynamics - all irrespective of channel, be that the web, e-mail, print or otherwise. This means that an exchange with a senior citizen can be done with his or her specific reality, a piece of communication with a thirty-something will address his or her day-to-day concerns and a teenager will receive yet another entirely different, but completely relevant message.
3. Campaign management analytics will monitor and track the progress of each interaction in real-time and enable companies to respond immediately to their customers. The service includes interim and final reports, as well as a complete analysis of the results, allowing marketers to determine true ROI.
Significant Results Achieved
The application of advanced technology to communication strategy represents a powerful new tool to those enterprises that have embraced it. We no longer need to settle for messaging designed to offend the fewest and appeal to the greatest. So far, over 20 unique 1to1 Labs have been conducted around the world during the testing phase of the service with companies such as Ford USA, Volkswagen Belgium, Reader’s Digest and AIA Singapore.
“The 1:1 Experience Service has successfully enabled these corporations to communicate more relevantly and effectively to each of their customers. We are proud to say that our lab tests showed significant increases in customer reach, response rates, sales, profit, and retention,” said Blanchette.
The 1:1 Experience Service team led by Fuji Xerox comprises industry experts including XMPie, a wholly owned subsidiary of Xerox which provides technical solutions, creative direct marketing agencies certified by Fuji Xerox, as well as a team of progressive printers who represent the cutting edge of the printing industry in the region.
About Fuji Xerox
Fuji Xerox Co., Ltd. is a 75-25 joint venture between FUJIFILM Holdings Corporation and Xerox Corporation (U.S.A.) that develops, manufactures and markets world-class office and publishing equipment/systems, digital colour/monochrome multifunction devices, as well as document management software, solutions and services in Japan and the Asia-Pacific region. It also manufactures digital copy machines, multifunction devices and printers for worldwide distribution.
Fuji Xerox's focus on research and development has led to many breakthroughs and a large number of patents, making it a global leader in technology, which adds greater value and boosts its customers' productivity and efficiency.
Founded in 1962 with its headquarter in Tokyo, Japan, the Company currently employs 40,000 people globally, and has more than 70 domestic and overseas affiliates and sales subsidiaries. Fuji Xerox's consolidated revenues topped one trillion yen in fiscal 2003 for the first time. More information of Fuji Xerox is available at www.fxap.com.sg