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Owens Corning Improves Response Rates, Boosts Business with Xerox Customer Communication Services


BOSTON - Harnessing the power of personalized communications like direct-mail postcards and sales collaterals, Xerox Corporation’s (NYSE: XRX) consulting services is helping Owens Corning drive higher customer response rates, maintain global brand consistency and increase dealer loyalty - while achieving productivity gains and savings.
Xerox Global Services applied its Customer Communication Services to revamp Owens Corning’s customer engagement process. Together they developed an online marketing portal that makes it easy for dealers and sales partners to produce customized collateral and direct-marketing pieces. Targeted, timely and colorful sales materials, such as a postcard to prospective customers referencing a neighbor’s recently completed home improvement job, can be ordered and printed on demand.

As part of the marketing portal, Xerox implemented translation services to help Owens Corning achieve global brand consistency. Before, Owens Corning worked with nearly 30 vendors to translate sales collateral - a decentralized and highly variable process. Now, sales teams can log onto the portal and order marketing materials in one of 12 languages, ensuring that internal and external messaging is consistent worldwide.

The overall results of the portal project: Customer response rates jumped from 2 to 19 percent, translation costs decreased by 60 percent and warehouse storage costs were virtually eliminated. In addition, the marketing portal helps increase Owens Corning loyalty among dealers who represent various manufacturers. The one-stop, user-friendly portal gives dealers the collateral tools they need to prospect and close deals.

“The marketing portal allows us to deliver the right offers, to the right audiences, at the right time - and has greatly improved how we generate business leads,” said Christian Nolte, director of strategic marketing, Owens Corning. “Xerox found new ways to help us enhance and strengthen our customer communication strategy. They brought valuable expertise to the process and delivered results that help us accomplish our business objectives.”


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