(Image credit: Dollar Photo Club.)
In the first two parts of this series (see links below), I discussed the concept of a Document Center of Excellence (DCOE) and best practices for establishing this strategic document management governing body within an insurance organization. In this final installment, I will describe the significant benefits that a DCOE can deliver for enhanced customer communications.
One of the primary benefits of a DCOE is that it fosters a more integrated approach to document creation and customer communications that marries both design and development.
Document design is concerned with the aesthetic appearance of each document, the content it contains and the color and graphic elements that propel the message. Carefully considering these design elements is essential in order to realize the full communication potential of an organization’s documents.
Development, on the other hand, is concerned with bringing those designs to life in the operational world. Working at the interface between these two worlds, a DCOE helps the organization ensure communications are readable, understandable and inspire the desired response to a call to action.
Putting control where it belongs
It can be difficult to optimize customer communications to connect in a more meaningful way when technologies and systems present a fundamental barrier. This lack of agility is an obstacle to improving time-to-market and the customer experience, especially when spread across large volumes of communications with multiple versions and variations. As a result, many organizations are seeking solutions that empower business stakeholders with more direct control. The DCOE can lead the often difficult task of ushering in changes to processes and systems that will empower business users and even entire business units.
By virtue of its structure, cross-disciplinary composition and governance role, a DCOE works to find the right solutions that will reduce or remove common document workflow barriers and allow business stakeholders to proactively integrate documents into broader operational marketing programs and campaign strategies. Additionally, a DCOE can help establish processes that monitor and manage results effectively—which brings us to the subject of measurement.
To foster continual improvement, process stakeholders and technical resources must be accountable for measuring and tracking results and reporting back to the governing DCOE. For customer communications, key indicators of performance may include time-to-market, customer satisfaction, calls to action response rate and cost of delivery.
With a mindset aimed to “measure and improve,” the DCOE is driven to make decisions based on facts and to design and select communication strategies grounded in real world measurement data. This continual pursuit will lead an insurance organization down the path to optimized document design, streamlined and cost-effective production and enhancing the customer experience throughout the customer journey.
Links to earlier installments in this series: