Integrating Inbound and Outbound Correspondence

In the previous session, we heard a lot about the ISIS Papyrus correspondence generation capabilities, but it’s important to look at response management, that is, closing the loop with inbound and outbound mail. This has to be considered in two different scenarios: an inbound customer interaction (paper, email, telephone, social media) triggers an internal process that results in a response interaction; or an outbound document solicits a response from a customer that must be matched to the outbound request. Response processes can be fully automated, manual, or automated with user intervention, depending on the degree of classification and content extraction that can be done on an inbound document. Not only does it handle the entire response management process, it provides analytics, such as campaign responses.

Their capture components include classification based on layout, keywords and/or barcodes; and data extraction from fixed forms or freeform documents. I’m not sure if this is their own recognition software or if they OEM in someone else’s (I suspect the former, since they seem to be doing a lot of innovation in-house), or how the accuracy and throughput compare with market leaders such as Kofax and IBM Datacap.

Once the document is captured, classified and the content extracted, a response letter type can be selected automatically based on business rules or manually by a user, then completed either automatically based on the content of the inbound letter, or with user assistance.

There are specific social media capture functions, such as the ability to track a Twitter hashtag, then analyze the sentiment and open a case directly from a tweet. If the user is identifiable, it can cross-reference to customer information in a CRM system, then present all of the information to a user to follow up on the request or complaint. This is exactly the sort of scenario that I imagined happening internally at Zipcar during the interaction that I described when talking about linking external social presence to core business processes.

If you consider the business scenario, it’s a real winner for handling inbound customer correspondence. First, an inbound document is received, analyzed and routed based on the content, including things such as looking up or extracting customer information from other systems of record. If some manual intervention is required for the response letter, a CSR is presented with the inbound letter, the generated outbound letter, customer information from other systems for context, and instructions for completing the letter. Inbound correspondence can be anything from a paper letter to a tweet, while the outbound can be the channel of choice for that customer, whether paper, fax, email or others.

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