Marc Ertveldt, Director of Marketing and Communications at Parentia, explains: “Our goal is not only to pay each family their benefits in a timely manner, but also to help each family understand all the benefits they are entitled to. This is especially important for single-parent households, who often don’t have the time to research all the possible options available to them.”
Keeping families informed
To help achieve these goals, Parentia regularly corresponds with families via email and through the postal service. Communications flow in more than one direction, and Parentia encourages families to send information to help it determine whether they are entitled to receive additional funds.
Marc Nens, Director of Parentia Wallonie and Parentia Brussels, continues: “Because we are responsible for delivering information on many different types of benefits and helping parents with all their family administration, we have around 300 different document templates for customer communications. And since Belgium is a multilingual country, most of these documents must be available in two or more languages, resulting in around 900 document templates in total.”
Manual processes drive cost and complexity
In the past, Parentia relied heavily on manual systems and processes to create, manage and modify its templates. In addition to making it complex and labor-intensive to update documents in response to new legislation, this approach increased the time required to send documents to customers.
“It used to take three days of work to send a batch of 50,000 documents to our email delivery service and printing partner,” adds Ertveldt. “The sheer number of documents and document templates also made managing our content a difficult challenge. We were confident that embracing a standardized and centralized approach across the entire business would help us to deliver a more responsive and cost-efficient service for the Belgian families. We therefore decided to look for an enterpriseclass customer communications management [CCM] solution.” “In response to the unprecedented challenges of the pandemic, the government of Belgium quickly introduced a range of new benefits legislation to help support families through the crisis. Thanks to OpenText Exstream, we were able to communicate these changes to all our customers quickly.” Marc Ertveldt Director Marketing and Communications Parentia
Embracing an automated approach
To rationalize its approach to CCM, Parentia selected OpenText Exstream: an omnichannel solution that allows organizations to create, manage and deliver engaging and highly personalized correspondence on digital and print touchpoints.
“Although an increasing number of our customers prefer to engage with us via email, it’s still vital that we offer everyone the option of paper-based communications,” explains Nens. “OpenText Exstream integrates seamlessly with our email service and our printing partner, which makes it fast and simple to send out large volumes of communications in a timely manner. Crucially, OpenText Exstream makes it very straightforward to manage our templates using standard document-naming conventions, even across multiple different languages. If we need to remove some of the sentences in one document template, metadata tags in OpenText Exstream allow our team to accurately identify and remove them from all the other language versions also—even if they don’t speak those languages.”