Technology catches up with a great approach to customer care.
Strålfors and Xerox worked together to make individualized customer messages come to life in vibrant color and on paper that can be light enough to keep down mailing costs.
High-speed, continuous-feed color printing. It might not sound like a warm and fuzzy solution to greater customer care. But for the high-volume customers of Strålfors, one of Europe’s preeminent printers and managers of information logistics, it is the key to touching many millions of customers, one colorful message at a time.
For years, banks, insurance companies, public utilities and telecommunications companies have recognized that monthly statements and other necessary documents are an excellent opportunity to market to their customers as individuals.
As we heard from Håkan Larsson, Strålfors’ Technical Director, “If you want to communicate something important, put it on a monthly statement because then it will get read.”
With non-personalized statement inserts being ignored and tossed out routinely, why not embed the customized marketing messages on the statements themselves, with vibrant, high-impact color?
Great idea, but no one seemed to be doing it without breaking the bank, so to speak. That’s when Strålfors and Xerox joined forces in applying their collaborative imagination to the opportunity at hand.
Enter the Xerox Color Continuous Feed Printing System, with the power to make individualized messages come to life with high-quality color and on paper that can be light enough to keep down mailing costs.
Xerox worked closely with Strålfors’ IT, marketing and sales people to target its most likely customers and devise specific strategies for each.
Now throughout Europe, millions of people receive need-to-know and nice-to-know information suited specifically for them. Not in predictable, institutional black and white, but in “cut through the clutter” color. The result is much higher readership and response.
For Strålfors, what began many years ago as a great idea in customer care has become an indispensable way of doing business.