By Guy Creese

Summary
Enterprises often communicate inconsistently with their customers because they don’t manage the “last communications mile.” That is, they (1) use separate systems (2) to output different information (3) on varied media. By pulling data from these stovepiped systems, transforming it, and then presenting it in paper and electronic formats, StreamServe helps companies bring order to their back-end confusion and achieve consistent and personalized messaging across all channels.

News Flash!: Customers Also Get Paper
The topics discussed in blogs and IT media — e.g., Search Engine Marketing, Web 2.0, and the latest iPod, to name just a few — make it very clear that we live in an increasingly digital world. According to Nielsen//NetRatings, as of August 2005, 120.8 million Americans (42% of the U.S. population) have broadband access to the Internet at home. Countless seminars and consultants discuss how to optimize Web site design — making it more interactive and informative — so that customers will stay longer and buy more. According to the pundits, paper, is, well, just so 90s.

But is it? If 42% of the U.S. population has a high-speed connection to the Internet, that also means that the majority — 58% — does not. And while an increasing percentage of the U.S. population is online, in many cases the enterprise/customer conversation occurs on paper: via the ho-hum, bland, monthly bill. Put another way, in their rush to optimize the exciting, interactive, corporate Web site, companies have forgotten to optimize the communications channel already in place — the monthly invoice and other communications that they send to their customers.

StreamServe: Serving the All of the CRM Channels
StreamServe looks to restore balance to customer communications by enabling enterprises to put their best foot forward in all of their communications, not just the trendy ones. StreamServe initially started offering high speed bill generation in the heyday of imaging systems, but over time has evolved into offering solutions that can pull information from a wide variety of systems and display it on an equally wide variety of media, whether it be paper, e-mail, Web site, or cellphone.

The StreamServe solution uses a three-part process to do its work: collect, transform, and present. Collect refers to the fact that the software can pull data from many disparate applications, such as Lawson, Oracle, SAP, and Siebel. The software then transforms this data — for example, running currency conversions on invoice amounts, or personalizing a message to a bank customer based on his income and credit limit. Finally, the software presents a personalized message to the customer customized to the specific media — printing a full color picture on a bill, or enclosing a smaller, compact picture in an e-mail, for example.

Briefing Notes — StreamServe’s Enterprise Document Presentment

The Benefits: Easy Integration, Consistent Messaging, and Lower Costs Because the StreamServe system functions as a combination information broker and presentation generator, it offers many benefits.

First, because the software connects to and can pull data from many operational systems, it can help companies avoid system integration and other development headaches. For example, an enterprise would normally ask developers to modify ERP System A and CRM System B to talk to Billing System C, so that Billing System C could generate a more informative invoice. With StreamServe, an enterprise can pull information from Systems A, B, and C, integrate the data after the fact, and generate a more colorful and personalized bill than System C ever could on its own.

This integration ability also means that companies can present the same messaging — whether that’s a revised logo, a new motto, or a description of a new product — across multiple channels. By leveraging information about the customer pulled from all sections of the company, enterprises can bring all their knowledge to bear to create a personalized and compelling message for each customer.

The cost savings come not only from lower integration costs, but also from lower “switching” costs, as StreamServe makes it easy for companies to move their paper communications to the online world. For example, to save paper, printing, and mailing costs, as well as increase the timeliness of the information, many enterprises now let customers view their account status online, a portal that StreamServe can drive. In the larger view, enterprises realize savings and peace-of-mind by utilizing StreamServe’s universal information delivery system, rather than a hodgepodge of backend systems that don’t always tell the customer the same thing.

StreamServe, the Company
Incorporated in 1997, StreamServe is privately held, has more than 4,200 customers, and revenues of more than $50 million. Its customers are typically large multinationals who are focused on both saving money and enhancing their brand. StreamServe’s customers include Airbus, Bayer, Black & Decker, BMW, Cadbury Schweppes, Circuit City, Coca-Cola Enterprises, DuPont, Ikea, KLM, Kraft Foods, Pfizer, Philips, Siemens, and Volvo.

Ballardvale Conclusions
As noted earlier, market commentators talk all the time about how digital the world has become. While true — certainly compared to twenty-five years ago — this emphasis on cutting edge newness distorts the messy reality of today: that today’s corporations communicate with their customers via a wide mix of media. Twenty-five years ago, if companies concentrated on getting the words and graphics right on all the paper that they sent out, their job was done. No more.

StreamServe’s software, by dint of being an information broker and presentation generator, attacks this message control and channel multiplicity problem. Customer Relationship Management means being consistent and personalized in all of your communications with customers, from the lowly invoice, to the regular e-mail, to the flashy Web site. While not a company on everyone’s lips, StreamServe nevertheless quietly helps make that difficult task a reality.

StreamServe: www.streamserve.com

© 2005, October 19, Ballardvale Research.  All rights reserved. Reproduction without the express written consent of Ballardvale Research is strictly prohibited. Information is based on best available resources. Opinions reflect the analyst’s judgment at the time and are subject to change.