The future of business communications is multi-channel messaging. And the USPS -- working in concert with leading vendors such as Pitney Bowes – is introducing innovative processes and new technologies to assure that mail remains a vital component in any customer messaging strategy as well as a tool to help streamline internal business processes.

The centerpiece of the combined USPS and vendor effort is a concept called Intelligent Mail, which is targeted not only at improving and assuring the ultimate delivery of mail, but at providing companies with a way to tie backend data to a dynamic, re-engineered, Web-based front-end customer interface.

Working together, the USPS and vendors like Pitney Bowes are enabling companies to re-engineer their flow of communications by capturing customer interaction data from the document creation process, rendering it both on the document and in control files that synchronize with the feeds from physical flow data, and then providing the information via browser-based reporting systems to key business processes.

As a result, Intelligent Mail can deliver significant benefits to the enterprise by the linking the document output process with finance and treasury operations, call center functions, security tracking and marketing campaign management.

Intelligent mail uses data-rich, machine-readable markers to give each mailing piece a unique, trackable fingerprint. The encoded information can be communicated remotely to the postal carrier and to other interested parties. And since the data can be easily incorporated into reporting, accounting, and planning systems, Intelligent Mail makes the USPS mail channel safer, more assured and more data-rich than ever been before.

Companies can leverage Intelligent Mail by utilizing two tracking devices per document. One is a piece ID number linked either to an account or individual, and the other is a channel tracking symbology, such as a Planet barcode. This tandem of data allows the mailer to track the document through the entire Create > Produce >Distribute > Response cycle.

The aggregated data includes information on the customer name/account, the status of the mail piece within the document factory, and details of its movement via the USPS CONFIRM database for both outgoing and incoming delivery.

Keying off this technology, Pitney Bowes has developed the means to feed the data back into the enterprise via a unique Track and Trace technology, which creates a number of significant benefits, including providing print/mail finishing executives with the ability to create customer and shareholder value and proactively influence the revenue generating activity of the organization.

The proprietary technology behind the Pitney Bowes Track and Trace solution adds unique value to any mailing operation. The solution provides a means to verify mail piece integrity, track on the piece-level, obtain proof of mailing and acceptance processing, aid in fraud detection and collection efforts, facilitate image archiving, integrate with customer call centers and self-help resources, and provide early detection of undeliverable mail as well as proactive delivery notification. These benefits are immensely useful to fulfillment centers, to the accounts receivable function, and to marketing, sales and customer service efforts.

How can print/mail finishing executives proactively help colleagues in treasury, A/R and payment processing functions? By providing those financial experts with essential and up-to-the-minute data on incoming mail and dollar volumes so they can:

• Prepare more accurate forecasts concerning cash flow.
• Identify customers with legitimate USPS delivery delays and make allowances for those delays to maintain customer satisfaction or take other action to assure prompt receipt of payment.
• Prioritize and accelerate the handling of high-value envelopes or establish metrics to assess the performance of lockbox operations.

Tracking payment patterns also provides the ability to improve cash flow management by aggregating data on when or how quickly certain customers reply to bills and make payments. Armed with this response and payment data, companies can re-sequence processing and delivery of outbound bills to optimize the prompt receipt of payment.

Some industry observers believe that the thirst for data and details related to customer interaction is so great that spending on CRM initiatives will increase 10 to 15 percent this year. Indeed, nearly half of more than 100 firms surveyed by Forrester Research report they plan to spend more than $750,000 this year on marketing automation applications.

Yet, despite these investments, it is becoming clear that improved processes and strategies, rather than just new software tools alone, are the key to better call center performance. And that integrating the essential data from the print/mail finishing operation into the call center function may offer the best opportunity to unlock the value of these continuing investments and initiatives in marketing automation.

For another perspective on the usefulness of this approach, consider the following three questions:

• Can call center agents see the customer's statement as it was rendered, including all personalized content, as they are responding to inquires?
• Does the lack of statement detail result in increased call times and a lower percentage first call resolution?
• Are multi-channel marketing campaigns timed to correspond with the precise date customers and prospects receive mail?

For example, a Track and Trace solution can help firms coordinate multi-channel marketing campaigns with far greater precision and increase their return on investment. How? By allowing the firms to schedule follow-up or supplemental efforts for the exact day of mail delivery. It no secret that sales calls tied to the receipt of hard copy data have more relevance to customers and a better chance of success. Plus, tracked mail campaigns provide greater sales efficiency by helping sales and call center agents forecast call volumes more accurately.

For direct mailers, the Track and Trace capability improves performance by making it easier to analyze responses and to compress the time needed to establish response rates. Forecasts based upon predicted delivery and response curves can be calculated more quickly and more accurately. And any logistical or delivery failures can be detected and corrected sooner, which can help avoid potentially embarrassing scenarios, such as 'following up on a mailing' that hasn't arrived yet.

Lastly, Track and Trace solutions can help lower costs by reducing the need to send dunning notices or make unnecessary and potentially brand-killing collection calls when payments have already been made and are en route in the mail.