Expresso’s content library is key to unlocking the full potential of customer communications management technology to modernize your operations and enhance the customer experience.
It’s essential to driving greater efficiency and productivity through:
- automating processes
- improving messaging accuracy and consistency
- streamlining compliance
- creating and carrying out client or program-specific branding, policies and programs
- personalizing customer messaging
- accelerating new client or program onboarding
Here’s a primer to ensure you are getting the most out of this capability.
Create your building blocks
In Expresso, content falls into two categories: text and images, which include photos, graphics and logos. This content is used to populate customer documents that are printed or sent as a links within emails or text messages. Or it can be presented within the email body using Expresso’s HTML email editor.
It’s entirely up to you what text to put into what blocks, how many text and image blocks you develop, and how you name those blocks. Content blocks can range from one word, number or label to multiple paragraphs, such as the body of a letter.
Images are created in separate blocks from text blocks. All images must be in the jpeg format and conform to sizing defined for each document template or email version.
To simplify the document development process, we define content categories as part of your Expresso implementation, such as message, letter, header and return address, which facilitate building and deploying the content blocks. Clients also find it helpful to group images by type. Depending upon the industry, you’ll use images such as individual hospital or resort logos, room photos, lifestyle images, people paying bills with mobile phones photos, and so on.
You can also transfer content from existing documents including PDFs to create text blocks. But HTML tags and other previous formatting may not fully transfer, so it pays to carefully proof your transferred content.
Use your content blocks
You can create content blocks that include fields for variable data and pre-configured business rules. That variable information is conveyed in the data files you send to Nordis via Expresso and is automatically plugged into documents based on the business rules that we develop. For example, healthcare revenue cycle management companies use a client ID in their file to present a hospital-specific logo in a statement pulled from the content library. Or property management clients use an HOA ID to customize maintenance fee bills using the correct association name and billing information.
You access and use content by clicking on the Content Management tab or by clicking on zones in the document templates. When you click on a zone, you will see the current content that is mapped for that zone. Each zone is established as a text zone or image zone. To make sure you are choosing the right image, you can hover over the image block to see a thumbnail view.
You can search for the right content block using categories, keywords and package type, including postcard, letter and statement.
Centralizing content in the library means that content can be used in multiple documents or emails, enabling you to rely on just a handful of document templates or email versions to drive many variations to meet each client’s specific use case. The data and rules embedded in the content enable myriad options for personalizing communications.
Track your content
You can create and change your content as often as needed. By clicking on Expresso’s production history button, in the upper right corner of the content library, you can see every version of the saved text or image for the duration of your Expresso archive period. This record allows you to go back to an earlier version and tells you when and who made a change. This also enables a user to resurrect previously used content without having to research outside of Expresso.
Expresso’s content library impact tab delivers other important information. If you edit or replace a piece of content, such as updating a disclosure in a text block, this tab will show all the documents, packages and emails that will be affected by that change. Understanding the impact allows you to move ahead confidently with the change or decide you should create a new piece of content because you don’t want the change to permeate all of the other communications. This global change functionality significantly streamlines change management and is a major reason why it’s important to centralize content in one place when managing complex customer communications.
Turning content into communications
Once you choose the text and image blocks for each field and zone of a document template and push the file to Nordis, we automate the production. Expresso dynamically inserts your modular content from the content library and custom tables into documents, creating the paper communications or emails and then we distribute them based on your instructions.
If you have more questions about how to best take advantage of all the content library capabilities, please contact us at firstname.lastname@example.org.