Forrester Wave Document Output For Customer Communications Management 2009[1]

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  Making Leaders Successul Every Day Je 25, 2009  The Foeste Wae™:Docmet Otpt Fo CstomeCommcatos Maagemet,Q2 2009 b Cag Le Cla ad She McLesho Bsess Pocess & Applcatos Poessoals  © 2009, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Inormation is based on best availableresources. Opinions refect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, RoleView, TechRadar,and Total Economic Impact are trademarks o Forrester Research, Inc. All other trademarks are the property o their respective companies. To purchase reprints o this document, please email clientsupport@orrester.com. For additional inormation, go towww.orrester.com. Fo Bsess Pocess & Applcatos Poessoals Includes a Forrester Wave™  ExECuTivE SuMMAry In Forrester’s 95-criteria evaluation o document output or customer communications management(DOCCM) vendors, we ound no overall Leader across all segments; however, numerous StrongPerormers and Contenders bring their own strengths to the structured, interactive, and on-demandsegments o customer communications. Within these segments, HP and Pitney Bowes Business Insightare Leaders in structured output, Tunderhead achieves Leader status in interactive, and EMC DocumentSciences emerges as a Leader in the on-demand segment. During the next ve years, powerul,transormational DOCCM platorms will evolve built on advanced authoring, workow, business rules,integration with enterprise marketing platorms, and service oriented - architecture (SOA). We expect thento see true enterprise solutions that can manage requirements across all DOCCM segments.  TABLE OF COnTEnTS W Docment Otpt For CstomerCommnictions Mtters DOCCM Emeges As A Boad Maket SegmetMltchael Ad O-Demad Gowth —Aded B ECM — De The DOCCM MaketEtepses Feel The Pa O Agg StctedApps Ad Seach Fo rOi DOCCM Vendors Soot For Te EnterpriseDOCCM Evltion OverviewVendor Proles: No DOCCM Site Is Red ForFll Enterprise Reqirements  Tadtoal Maket Podes Jostle Fo LeadeStatsEopea Podes Ae rsg Fast Wthiddal Stegthsuqe Backgods Dfeetate SomePodes Spplementl Mteril nOTES & rESOurCES Foeste codcted edo ealatos  theall o 2008 ad teewed 12 edos addozes o se compaes, cldg AdobeSstems, Aa Sotwae, Ccom Sstems, EMCDocmet Sceces, HP, iSiS Paps, Metaate,Oacle, Pte Bowes Bsess isght, Seasioato, SteamSee, ad Thdehead. Relted Reserc Docments “ The rOi O Coespodece Maagemet”Feba 13, 2009“Maket Oeew: Docmet OtptMaagemet”Feba 8, 2008“Ge DOM its De”Octobe 24, 2007 Je 25, 2009  The Foeste Wae™: Docmet Otpt Fo CstomeCommcatos Maagemet, Q2 2009 no Oeall Maket Leade Emeges As vedos Bld Ot DOCCM Capabltes b Crig Le Clir nd Seri McLeis wth Stephe Powes ad Pete Schmdt 268820  ©2009, Foeste reseach, ic. repodcto PohbtedJe 25, 2009  The Foeste Wae™: Docmet Otpt Fo Cstome Commcatos Maagemet, Q2 2009  Fo Bsess Pocess & Applcatos Poessoals 2 Why DOCuMENT OuTPuT FOR CuSTOMER COMMuNICaTIONS MaTTERS Inormation and knowledge management (I&KM) proessionals looking to help line-o-business(LOB) owners to improve the customer experience increasingly realize that the potential documentoutput or customer communications management (DOCCM) has to satisy customer experienceconcerns. Not surprisingly, I&KM proessionals have trouble telling DOCCM suppliers apart. Allclaim to be easy to use, to be enterprise-capable, to support XML, and to have strong enterprisecontent management (ECM) support.We evaluated the solutions rom the major enterprise DOCCM providers. EMC DocumentSciences, HP, ISIS Papyrus, Pitney Bowes Business Insight, and StreamServe provide structuredoutput solutions. Tunderhead leads innovation in the rapidly growing interactive segment. EMCDocument Sciences appears as a Leader in the emerging on-demand segment, with Adobe Systemsachieving Strong Perormer status and HP Contender status. Advances in DOCCM usability — suchas integration reach, workow, and ECM integration — will allow I&KM pros to rely on DOCCMto help improve the customer experience. DOCCM Emerges as a Brod Mrket Segment Forrester denes DOCCM as: Sofware used to compose, ormat, personalize, and distribute content to support physical and electronic customer communications and improve the customer experience. DOCCM soware supports content types such as letterhead, invoices, correspondence, marketingmaterials, policies, statements, and welcome kits. Dividing document output needs into structured,interactive, and on-demand processes can help I&KM pros get a better handle on their diverseapplication needs (see Figure 1). 1 · Structured output runs in batches , oen in large volumes. Structured output is scheduled,consistently ormatted, and sent as part o a service relationship (much like phone bills andbrokerage statements); it also includes batch digital or oset print runs. · Interactive output marries custom content or data with preset structure. Interactive outputrequires the human touch, oen matching variable customer data with structured orms ortemplates, providing a more individualized output; examples include customer correspondenceand negotiated documents like group insurance policies or derivative and margin contracts. · On-demand output is triggered by multichannel requests. Events rom the Web, ax, phone,email, transactional systems, or enterprise applications drive on-demand output, and on-demandevents may also be initiated by a human being via a keystroke, as in call center correspondence.  ©2009, Foeste reseach, ic. repodcto PohbtedJe 25, 2009  The Foeste Wae™: Docmet Otpt Fo Cstome Commcatos Maagemet, Q2 2009  Fo Bsess Pocess & Applcatos Poessoals 3 Figre 1 DOCCM Categoes Ad Applcatos Source: Forrester Research, Inc.46935     S      T     R    U    C     T    U    R    E  D   O N   D E M A  N  D   I    N   T    E    R    A   C     T     I      V      E      Retirement/benefitbooksNegotiateddocuments (margin,derivative contracts)Welcome kitsBusinesscorrespondenceOnline statementgeneration TelephonebillsOffset and digitalprint runs formarketing materialsFinancialstatementsOnline quotes TransPromoGroupinsurance policiesWeb to printAccount noticesOrder confirmationsPoint-of-servicecustomer documents Technical authoringFinancialprinting Travel intinerariesOn-demandcorrespondence Mlticnnel and On-Demnd Growt — aided B ECM — Drive Te DOCCM Mrket Forrester rated strategies or DOCCM providers based on our view o where the market willhead. Enterprises today require exible output solutions that empower business users, supportmultichannel output, personalize content, and provide rapid return on investment (ROI). 2 Acrowded eld o vendors now has oerings that promise to address these needs. · Multichannel output: providers get it . Te print channel started the DOCCM market,but multichannel communications will nish it. We rewarded providers that address themultichannel direction with eatures and R&D expenditure with higher strategy ratings.Communications sent to a customer via the print or interactive channels should be consistent visually (in terms o logos, images, and other brand elements) and content - wise (such asthe degree o personalization, language, and contact inormation). “Te statement has to bepersonalized and relevant — you need to be able to do data mining and segmentation. I youcan do that in your communications it will make ROI easier and much aster,” said a customerand loyalty manager or a global mobile operator .