Print Providers

AddComm opens new revenue streams and adds new clients with the help of MyMultiChannel

AddComm opens new revenue streams and adds new clients

In the past few years, AddComm — and the entire print and mailing industry — has witnessed the inevitable growth of digital communications. With email, SMS, social media and messaging applications, corporate communications are no longer dominated by print.


“If you look at 5 years ago a company decided we have to send out print. Nowadays customers want to decide for themselves when and how they receive their communication.” said Leonie van der Veen, AddComm’s CEO.


Originally founded 20 years ago as a mail and print provider, AddComm has helped its clients create and send transactional communications like paper bills and pension forms. But as communication have continued to evolve so too has AddComm’s business.


Now the company helps automate customer communications for top Dutch companies in a variety of industries including financial services, collections, energy, philanthropy, along with local governments.


As customers expect to be engaged through multiple channels, how can companies adapt their communications quickly to get the right message to their customers? For AddComm, this new challenge has opened new opportunities for the business to grow.

Challenges

Decrease of print volume due to digital communication

Receiver decides the channel

More changes in content by companies

Increase in digital channels

Real-time follow up on actions

Our clients are aware that they have to send print and email, but they don’t yet see what they can do with all the other output channels

Leonie - CEO - AddComm Direct B.V.

The Challenge: 

Giving clients more flexibility over how they communicate

To automate communications, AddComm creates workflows that create a sequence of actions that ensure the end customer receives the right message. For example, if a company sends a bill to a customer's email address, but the email bounces, the next step in the workflow would be to mail them a printed invoice.


In AddComm’s previous in-house solution, clients had the ability to customize their messages by changing premade templates and updating text. But they couldn’t make their own workflows. If a client wanted to create an entirely new workflow or add a new communication channel they had to go back to AddComm.


With the proliferation of channels, clients had more options at their disposal to engage with their customers, leading AddComm to find a solution that would give clients full control over their automated communications. The goal: a single tool that would allow clients to experiment with new channels in order to send the right message, to the right person at the right time.


“We want to help our clients change the way they communicate not only by print but by integrating all the channels available to them” said van der Veen.

New customers and more Revenue?

Automated communication now in the client’s hands

The addition of MyMultiChannel has allowed AddComm to quickly set up communication workflows and hand the controls to their clients—-all on one single platform.

“MyMultiChannel gives us the opportunity to get the client behind the steering wheel and let them add new channels” van der Veen said.


With access to the MyMultiChannel market, AddComm’s clients can add new communication channels like emails, SMS and voice messages as well as social media channels like Facebook and Twitter. Clients can even write their own scripts that connect in-house applications into new workflows.


Furthermore, with my MyMultiChannel, clients can easily update or create new communication workflows, leading to a dramatic reduction in implementation time.

Previously, a team of two developers with the help of a project manager would take 2-3 weeks to create a simple workflow. Now the same team, minus the project manager, can create the same workflow in 2-3 days.


With the ability to quickly adapt, clients now have the opportunity test new channels and personalize messaging to see what works best for their business.

“The number one benefit to clients is flexibility. You can change the process however many times you want until you have the perfect process”, said van der Veen

Advantages

One single platform

Add new communication channels

Reduction of implementation time

Flexibility of changing the communication process

The number one benefit of MyMultiChannel for AddComm are the opportunities to create new selling points for the business

Leonie - CEO - AddComm Direct

Implementing MyMultiChannel leads to new sources of revenue

Since implementing MyMultiChannel, AddComm now has a bright outlook on the growth of their bottom line.

"The number one benefit of MyMultiChannel for AddComm are the opportunities to create new selling points for the business" said van der Veen.


Now AddComm has begun to diversify from its traditional offering into new revenue streams. “Normally we would offer print or email for our clients. The ability to sell MyMultichannel to clients is creating new sources of revenue”


Along with traditional print and mail services AddComm continues to sell MyMultiChannel to its clients that has led to a brand new service offering for the business.

From Print & Mail provider to Communication consultant

Companies often come to AddComm with a traditional view of how they can reach their end customers.

“Our clients are aware that they have to send print and email, but they don’t yet see what they can do with all the other output channels.” said van der Veen.


However, enlightening their clients to new communications channels has transformed AddComm's role from print and mail provider to communication consultant.


"Educating our clients on the communication possibilities available has created a new selling point for our business. Now we act more as a consultant who advises our clients on how their process should look and how their customers want to receive their communication".

Leonie

CEO

AddComm adds mid-sized companies as clients...

...at premium rates and with less competition

For AddComm, landing new clients previously required appealing to only the largest companies in Holland who were looking to cut expenses as much as possible.


“Normally we work with the top 500 companies who award business to the lowest bidder” said van der Veen. The competition is always fierce because all of our competitors are also focused on the same large companies.”


In the six months since AddComm has implemented MyMultiChannel, the print and mail company has added six established mid-sized companies as clients--most of which would have been previously overlooked.


MyMultiChannel has opened up new opportunities that our competitors are not focusing on. We can sell at higher prices and it’s much easier to get in with the companies as well.

Going after mid-sized companies has also led to a smoother, shorter sales cycle to land new clients.


“If I try to reach a big company, first I have to figure out who to call. Then I usually have to deal with a gate keeper. And then wait for approval after approval. The whole process might take 1-2 years to get them in as a client—-if you’re fast” said van der Veen. “Since we implemented MyMultiChannel, we can land a mid-sized company as a new client in 1-2 months.”

“We have already moved into a hospitality, which is a brand new sector for us. We’re doing more in retail and we’re looking to expand into automotive, and we’re targeting employment agencies”

Closing new sales is that much easier

Prior to MyMultiChannel, the sales team would prepare a Powerpoint presentation and explain to potential clients how AddComm would help their business. But clients often struggled to picture how an automated workflow would work.


As a visual tool where clients can see a full workflow from start to finish, MyMultiChannel has made the job of selling to new clients as simple as a guided tour of the new platform.


“Because the workflow is easy to look at and easy to explain, it’s easier to sell what we do at AddComm” said van der Veen. “We build a small flow for clients and show them how it works and they say ‘This looks easy. We want to have it’”.

Looking forward: finding new business in untapped sectors

Now with the ability to offer digital communications services along with print and mail, AddComm looks to expand its business into new industries.


“We have already moved into a hospitality, which is a brand new sector for us. We’re doing more in retail and we’re looking to expand into automotive, and we’re targeting employment agencies”, said van der Veen. “With MyMultiChannel, we can easily offer marketing development and marketing automation for or clients as well”.


With new potential, AddComm continues to leverage MyMultiChannel as a key driver for the future of the business.

“We will be implementing MyMultiChannel with as many clients as possible; new ones, but also existing clients as well” said van der Veen. “MyMultiChannel is the future of AddComm”

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