Xerox 2007 Annual Report Download - page 21

Xerox Annual Report 2007 19
Committed
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.
Connected
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.
Listening
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.”
Technology catches up
with a great approach to
customer care.