The Color of CRM (628 words)
Using K&H's proprietary data-mining software, InterWest's database is sorted and linked to individual digital documents that vary in length and layout accordingly. An array of data elements is used, including type of account, account numbers, required disclosure information and number of account holders per household.
Building Trust with Technology
Ackley points out that personalization, if not executed correctly, is a double-edged sword. "If incorrect or mismatched information appears in a document, it dramatically erodes confidence in the bank," he says. "The Xeikon digital color press reduces the chances of such an error to a minimum, because it pulls information directly from our software. Each complete document is printed in collated order, one after another. Prior to digital technology you couldn't dream of printing this kind of personalized data without a great deal of confusion and expense."
The Xeikon further reduces chances of error with One-Pass-Duplex (the ability to print both sides of the page in one pass). "Other systems require you to turn the paper over and run it through again. That isn't acceptable for work that involves sensitive personal data," says Ackley.
The rebranding campaign has been a success for InterWest. Using the personalized strategy, InterWest has rebranded accounts and services for the customers of the subsidiary banks it acquired. InterWest has already sent out 30,000 booklets and plans to utilize K&H's digital technology for a larger rebranding campaign that will entail printing 80,000 booklets next year.