Fall 2010 business realThe Xerox magazine for real business results

Social Media: Buffalo Bills A New Way Game Plan of Connecting Includes Xerox With Customers Color Your Office Green! Marriott Transforms Finance Key Processes

2010 Buffalo Bills Edition realbusiness · 1 Welcome Bills Fans!

Xerox is proud to join you here at Ralph Wilson Stadium for the 51st season of Buffalo Bills football.

This year, a relatively young team led by new coach Chan Gailey looks to surprise the AFC East and the entire league with resilience and a dynamic, productive offense. After some impressive pre-season outings…watch out.

Of course, Xerox is helping the Bills’ front office be more productive with smooth, efficient document solutions that make it easy to focus on what matters most—football. Check out the article on pages 8-9.

Thank you for being our guest today. With tens of thousands of passionate fans cheering in the stands on home Sundays, events like this keep us connected and inspired—so we can tackle the real business challenges we face every day. Go Bills!

Best,

Ursula M. Burns Chairman and Chief Executive Officer Xerox Corporation

2 · realbusiness 2010 Buffalo Bills Edition realbusiness

Table of Contents

Features

02 Letter from Ursula Burns 10 Color Your Office Green Sustainability has never been easier to achieve 04 Traditional Offset to High-Value Color Variable Printing 12 How Marriott International, Inc. Transformed key finance processes 06 Social Media A new way of connecting with customers 14 Marriott, Target and Proctor & Gamble are Ready for Real Business 08 The Buffalo Bills Game Plan Includes Xerox

Printed on a Xerox Digital Production Press using genuine Xerox supplies.

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©2010 Xerox Corporation. All rights reserved. XEROX® and XEROX and Design® are trademarks of Xerox Corporation in the United States and/or other countries. 2010 Buffalo Bills Edition realbusiness · 3 Making the Transition From Traditional Offset to High-Value Color Variable Printing

Progressive Communications applies Xerox’s digital technology and business development tools and services to build a high-growth, one-to-one marketing business ... by Gina Testa

The highest value print work Seeking “More Bang for the Buck” usually involves variable Like many traditional printers, by mid decade information, yet less than 10 Progressive felt the economic pinch. “Our customers percent of all digital printing is were cutting their marketing budgets, print runs variable, according to Rochester and mailings,” said Gabe Hernandez, general Institute of Technology Professor manager, Progressive Communications. “We wanted Emeritus Frank Romano. something that could give us more bang for our Progressive Communications, buck, so we started looking at digital printing.” based near Orlando, Fla., is Gabe Hernandez It wasn’t the first time Progressive explored new General Manager, bucking that trend. In a little more directions. Founded in 1975 as a newsletter than two years after initiating Progressive Communications production company, the firm evolved into a digital color printing, more than commercial printer and became a full-service print, 85 percent of the firm’s 1-million-plus monthly digital fulfillment, direct marketing and multimedia color pages were variable. Here’s how they made the design operation with two 2002 acquisitions. leap so quickly. Today, Progressive has 220 employees and is a division of printing and marketing services company Taylor Corporation. Their digital color exploration began with the 2007 acquisition of a Xerox® DocuColor® 242 Digital Color

4 · realbusiness 2010 Buffalo Bills Edition Printer/Copier. “We responded to the opportunity in partnership with Xerox, because we want to be more than ink on paper,” Hernandez said. “We want to provide solutions to our customers to help them increase their sales.” Progressive already had many of the skills required for digital color variable information success. A 12-member design department regularly wins awards for direct marketing and promotional pieces, and Progressive’s data team routinely programmed basic black-and-white personalization. By adding a person experienced in Xerox’s XMPie software, the firm could execute a wide range of personalized direct marketing programs.

Tapping into Xerox Business Development Support For help in selling and marketing the new services, Progressive turned to Mickey Call, Xerox Business Progressive Communications conducted a cross-media Development Consultant. He provided three months campaign that generated a 17 percent response rate and of consultative sales training and helped develop earned them a Best of the Best Award. a marketing plan using the Xerox® Marketing Accelerator Kit. “Initially we thought we would just do short-run, To ease entry into the somewhat recession-proof quick-turn static work,” Hernandez said. “But since healthcare and education markets they targeted, we had the ability to produce truly personalized pieces that get better results, we said, ‘Let’s go for Progressive used the Xerox® ProfitAccelerator® it.’ We discovered that many of our customers were vertical market kits and landed several new clients. gathering data on their customers’ demographics And they referenced the Xerox® ProfitAccelerator but weren’t using it—until we helped them.” Open House Kit to plan ongoing “Summer School” educational seminars, promoting its services to Digital color has driven growth at Progressive in two prospects and clients. ways. First, while offset has slipped from 95 percent of the shop’s print volume three years ago to Progressive also regularly runs self-promotion 80 percent today, digital has grown to 20 percent, campaigns. A recent multi-touch effort used a about half of it from new clients. In addition, digital PURL to offer a calendar with images incorporating drives more work in other Progressive divisions. the prospect’s name in exchange for filling out a Some 95 percent of digital jobs use Progressive questionnaire on their marketing needs. Results mailing services compared to 50 percent with included a 17 percent response rate, a 68 percent offset, and 80 percent are designed by Progressive’s conversion rate, more than 20 one-off jobs and creative team, compared to 25 percent with offset. several ongoing communications programs. One By 2015, Hernandez believes that half of other result: it won the Best Overall Solution Award Progressive’s business will be color variable printing, in the 2010 Xerox Best-of-the-Best contest. in which case, Progressive is not just bucking a trend; it is leading one. Focus on Personalization Gina Testa is vice president, With so much preparation, Progressive quickly grew Graphic Communications Industry, its digital color business. In just six months, they Xerox Corporation, [email protected]. needed a larger press and acquired a Xerox® iGen3® 110 Digital Production Press. A year later, they added a second, and subsequently upgraded both to Xerox® iGen4® Presses.

2010 Buffalo Bills Edition realbusiness · 5 Social Media: A New Way of Connecting with Customers ... by Michael Wooden

The advent of Web 2.0 and the explosion of social The Customer Takes the Reins media applications that followed have led to a Prior to the 21st century, the dialog between business fundamental shift in power between companies and and customer was really more of a monolog, with the customers. With wikis, blogs, online communities and business doing most of the talking via advertising and social media sites like Facebook, YouTube and Twitter marketing. Sure, customers could provide feedback about proliferating, consumers are finding their voice and products or services—but it was rarely immediate. And sharing their opinions any way they can—rating and while their viewpoints may have reached the ears of reviewing products, services and companies; talking company representatives, they almost certainly weren’t about brands and companies in communities of reaching those of other customers (or prospective interest; and more. customers).

6 · realbusiness 2010 Buffalo Bills Edition Suddenly, that monolog has become a dialog, and with Social Media Revolution. You’re in. 78 percent of consumers reporting that they trust the Now what? opinions of their peers more than all other information sources and advertising (according to a 2008 study by With almost 74 percent of consumers choosing brands the Nielson Co.), companies that do not find ways to based on the customer experiences their peers share 1 listen to, join in, steer and learn from these customer- online, it’s clear that there are huge benefits to be controlled conversations through well-implemented gained from using social media to enhance customer social media strategies risk losing their customers and experience and extend brand reach and value. It’s also prospects to those that do. clear, however, that there are considerable challenges involved in doing so. Although the prospect of entering the social media waters can be daunting—after all, businesses can’t ACS can help. As a leader in business process control what people say about their brands in cyber outsourcing and business technology innovation, ACS space—companies that turn their backs on the has the experience and expertise required to guide phenomenon are likely to be left in the dust by organizations’ social media efforts. By engaging ACS to their more savvy competitors. For proof, consider help implement a social media strategy and integrate the following: social networking technology into a CRM solution, companies can: Move over, email. The use of social media now surpasses email as the most popular Internet activity, • Become more attuned to customer needs and desires according to a March 2009 Nielsen Co. study. • Maximize the value of customer interactions Social media is not just for the young. According to • Provide a seamless customer service experience April 2009 statistics from Facebook, the fastest growing • Reduce churn and maintain profit margins while demographic on that site today is users 35 and older. providing a high level of responsiveness to customers Customers expect to interact with brands on social • Reduce costs by deflecting agent calls media sites. According to a September 2008 study by Cone Research, 93 percent of American consumers • Increase first “contact” resolution surveyed believe companies should have a social media presence; 85 percent believe companies should interact with customers via social media; and 56 percent feel The Challenges of Implementing they have a stronger connection with and are better a Social Media Strategy served by companies that they can interact with via While the value of integrating social media into social media. customer service is becoming clear, there remain challenges and hurdles to success. • Protecting the Brand “It’s not enough for businesses to just eavesdrop on • The Technology to Capture and Distill Data or participate in the conversations taking place on from Social Media Sites social media sites. Organizations must also capture • The Effect on Company Culture and distill those ‘conversations’ into knowledge that can be used to improve customer service.” – Michael Wooden To learn more about making social media work for Sr. Vice President Market Development – your business, visit www.acs-inc.com Business Process Solutions Affiliated Computer Services, Inc., Michael Wooden is the senior vice a Xerox Company president of Market Development – Business Process Solutions for Affiliated Computer Services, Inc., A Xerox Company. 1 Society for New Communications Research, www.marketingcharts.com/direct/consumers- using-media-to-vent-about-research-customer-service-4321

2010 Buffalo Bills Edition realbusiness · 7 Buffalo Bills Game Plan includes Document Management Solution from Xerox.

Whether they are huddled under blankets at A New Document Game Plan The Ralph Wilson Stadium or cheering on Starting with an Office Document Assessment, Xerox Billy Buffalo during summer training camp, the helped the Buffalo Bills create a winning document Buffalo Bills have some of the most diehard management solution. The new game plan consists and passionate fans in football. And as an NFL team of print-on-demand technology, which allows them that strives for precision and speed, the Buffalo Bills to get information to staff and fans at high speed. rely on Xerox for quick and seamless print production And to make sure there aren’t any fumbles, a Xerox and document workflows to make sure important document advisor is always on site to guarantee the information is easy to share with the coaches, players Xerox® equipment is up and sprinting, and prints are and fans. delivered in record speed. For several seasons, the Buffalo Bills have scored big • WorkCentre® 7665 color multifunction printers (MFPs) points by teaming up with Xerox Corporation. Xerox let employees print, copy, scan and fax, printing oversees operations in the football team’s offices and output as fast as 65 pages per minute. The MFPs print production center, and travels to be on-site to help productivity and allow the office to operate support training camp. consistently at peak performance.

8 · realbusiness 2010 Buffalo Bills Edition • In the Buffalo Bills’ print production center, Xerox® the training camp in Rochester,” says Art Marshall, digital presses, such as the Xerox® DocuColor® Xerox client delivery manager. 7000AP Digital Press, print marketing materials, The convenience, reasonable cost and availability playbooks and halftime reports, as well as statistical made it a “no brainer” for the team to extend the short- updates, a fantasy football report, and on-demand term rentals for the “away” games in Toronto as well. action photos for Buffalo Bills suite owners. Throughout the season, training camp to game day, The consolidation of assets and supplies is saving the Buffalo Bills can focus on the game plan and leave thousands. The new digital capabilities are boosting the the document planning to Xerox. effectiveness of marketing and promotional programs. All in all, it’s a touchdown for Buffalo. To learn more about Xerox and the Training Camp Buffalo Bills, go to www.xerox.com/buffalobills. Instead of packing up devices from the Buffalo Bills stadium and offices, and “trucking them” down the road with the rest of the gear, the team uses the “ For more than 20 years, the Xerox Short Term Rental program for their training Buffalo Bills have relied on camp in Rochester, N.Y. Xerox to deliver quality service

® with accuracy and reliability— “Using a combination of WorkCentre Pro C3545 that’s exactly what we need color multifunction printers and WorkCentre Pro 55 in our back office and print monochrome multifunction printers, the team has been shop operations.” able to improve customer satisfaction among coaches – Bruce Popko and staff, while cutting down on the wear and tear and Senior Vice President of service of their machines. They have also reduced the Business Development impact on the workforce in Buffalo by avoiding Buffalo Bills the need to pull machines from Buffalo to service

2010 Buffalo Bills Edition realbusiness · 9 Color Your Office Green

Sustainability has never been more important—or easier to support

Today more than ever, attention everywhere has Compared to its laser ink counterparts, the Xerox® turned toward being green. Protecting the environment ColorQube generates 90 percent less waste with and saving money are top-of-mind concerns, and it’s no cartridge-free solid inks. The waste generated from different for your day-to-day business operations. laser printers in four years amounts to more than 815 ® Environmental sustainability can be supported through pounds; Xerox solid ink multifunction devices produce conscious conservation practices, and with products a mere 88 pounds of waste in the same amount of that help promote a more environmentally—and time. (Total waste produced from printing 22,000 pages economically—sound way of running a business. per month for four years.) The Xerox® ColorQube® 9200 series multifunction Reduced packaging requires fewer boxes to break down printer offers customers a cartridge-free, smaller or throw away and less storage is needed, reducing carbon footprint* to reduce environmental impact shipping costs and environmental impact. while meeting high-demand printing needs. No Cartridge: A Solid Improvement Compared The Xerox® ColorQube uses compact solid ink sticks to laser ink, with no cartridges, requiring fewer resources from the Xerox® manufacturing to assembly, packaging, transportation, storage and disposal. ColorQube *Lower lifecycle energy consumption and fewer greenhouse gases vs. a comparable generates laser printer as demonstrated by a Lifecycle Analysis study peer-reviewed by Rochester Institute of Technology. 90 percent less waste with cartridge-free solid inks.

10 · realbusiness 2010 Buffalo Bills Edition Easy to Be Green The solid ink sticks are shaped to fit easily and cleanly The Xerox® ColorQube® produces 90 percent less waste into the correct slot, requiring less time from office than a comparable laser device. staff—so they can get back to work. How? Cartridge-free solid ink sticks avoid the excessive A true multifunction printer, it’s one machine that can packaging of toner cartridges. There are no boxes to handle all black and white and color, along with scan throw away or recycle locally. to e-mail, scan to mailbox, copy and fax. Multiple print modes give you the flexibility to choose how And the list goes on… fast you need your prints. And when it needs help, it • There is only one customer-replaceable component— demonstrates with videos and an internal illuminated a long-life cleaning unit—which means fewer paper path, kind of like an onboard navigation system. spent consumables. Heralded as game-changing by technology analysts, • Intelligent Ready technology learns your workgroup’s this is true innovation. The intuitive, intelligent usage patterns and moves to low power mode when advanced features of the Xerox® ColorQube are a result you’re less likely to need it. of developing technology that meets customer needs: • It produces a smaller carbon footprint than • Affordable—with breakthrough color page pricing comparable laser devices. • Easy to use • Environmentally responsible • The Xerox® ColorQube earned the 2009 ENERGY STAR® for energy efficiency. All with the heritage of Xerox quality behind it. A Printer That Keeps Up with the Pace of Everyday Business

Solid ink waste vs. laser waste: Cartridge-free solid ink is a true consumable— no empty toner cartridges to dispose of or recycle. The Xerox® ColorQube produces 90 percent less waste than a comparable laser device.

Solid Ink—88 lbs. Laser—815 lbs.

Xerox® Great Color x 62% Cost Savings x 90% Less Waste x Easy to Use = ColorQube

For more information online (including an interactive virtual demo) visit: www.xerox.com/FinallyColorIsLessRBL

2010 Buffalo Bills Edition realbusiness · 11 How Marriott International, Inc. Transformed key finance processes…and quadrupled invoice processing capacity.

One of the keys to the success of Marriott International, Inc. is a relentless focus on what it does best: provide a world-class experience to millions of guests every year.

A global leader in the lodging business—with more There were other challenges. It took associates than 34,000 properties in 70 countries and territories— too much time to find, mail and file documents for the company is also a leader in using technology and Workmen’s Compensation and casualty claims. Claims innovation to achieve its business goals. documents in filing cabinets and storage bins took up That’s why it launched a major corporate initiative a valuable company real estate. Leaders in Marriott’s few years ago to transform key finance processes. innovative Information Resource (IR) group realized that the document-driven processes supporting At the time, Marriott relied on time-consuming, accounts payable and claims management were ripe paper-based work processes to manage two million for optimization. After careful review, they decided invoices and 700,000 claims-related documents Xerox had the expertise, technology and resources to each year. provide a scalable solution that could grow globally. There was no standardized, enterprise-wide process for accounts payable, since different Marriott A Scalable, Re-engineered AP Solution. organizations used their own approach. As a result, The first project focused on Accounts Payable multiple in-house imaging operations had sprung up, (AP). Together, Marriott and Xerox developed an making the company responsible for managing a outsourced solution for mailroom, imaging and content non-core business activity.

12 · realbusiness 2010 Buffalo Bills Edition management. Utilizing the Xerox global network of state-of-the-art shared service centers, the AP workflow was re-engineered to take full advantage of automation and digital documents. With the solution implemented, Marriott property managers and finance directors simply logged initial invoice data into the ERP system and send the paper or digital documents to the Xerox service centers for imaging and hosting. End-users use the ERP system to view documents and authorize payments. The AP solution was designed to support 18,000 end-users with capacity for future growth.

Claims Processing. Digitized. Automated. Fast. To optimize Claims Management, Xerox and Marriott Paperless Processes. Optimized Efficiency. leveraged the same outsourcing platform for mailroom, “The Xerox solution has made a huge difference in imaging and content management services. Xerox how we handle claims,” says Steve Perroots, the senior helped re-engineer the document management director for Marriott Claims Services. “It’s virtually workflow to increase process speed and efficiency. paperless for us since documentation is sent directly to Xerox for mail handling, immediate digitization and With the new approach, Marriott claims processors processing. It’s fast, efficient and we’re saving a lot of send all of their claims documents to a Xerox service trees. It’s really helped us improve our approach to center for imaging into a Digital Repository System. risk management.” Documents are scanned and organized into digital files corresponding to each claim. Claims processors can Both solutions help Marriott avoid wasted time, space quickly access the files online or through the company’s and costs associated with processing and storing internal claims processing system saving time on millions of documents—and has quadrupled Marriott’s manual searches, filing, storage and mail handling. invoice processing capacity to 11 million a year, improving cash flow and optimizing costs. Now multiple parties can view documents simultaneously and process them faster reducing cycle Marriott provides an unparalleled experience for every time for claims review by several weeks—and improving one of their guests. By having Xerox handle its global company compliance with regulatory timelines and invoices and claims, Marriott can focus on what’s most internal and external audits. important to them: their customers.

Straight talk from Marriott

“We were looking for “We’re saving on labor and “Xerox transforms the “We wanted to control an innovative company technology. We’re getting way we work, managing costs, operate more that could help us better reporting and more more than 11 million efficiently and help our compete globally and control. And it’s helping global invoices so we associates spend more grow and expand. We hotel managers spend can focus on better time enhancing the guest found the right partner more time taking care of serving our guests.” experience. Xerox helped in Xerox. It’s been a our guests.” us achieve these goals.” – Susan Thronson beneficial relationship – Michael Cullen Senior Vice President, – Clay Hall from day one.” Senior Vice President, Global Marketing Senior Director, – Jeff Golding Marriott Business Services Marriott Information Resources Senior Director, (Responsible for Marriott’s International, Inc. Marriott Shared Services Information Resources Shared Services Accounts Marriott Corporate Payable operation)

2010 Buffalo Bills Edition realbusiness · 13 Ready for Real Business:

Digitizing documents worldwide Customizing Target’s direct mail program. Translating and delivering Ducati’s for Procter & Gamble. global publications.

New ads tell how Xerox helps customers face the challenges of their businesses.

Marriott International, Inc., along with Procter The Real Business campaign repositions the & Gamble, University of Notre Dame and other company as a leader both in document Xerox customers, are the focus of the new management, and business process and Xerox Real Business ad campaign. The campaign information technology outsourcing. shows how, with Xerox at their side, they have more freedom to focus on what matters most: their real business. Are you ready for Real Business? Check out www.realbusiness.com

14 · realbusiness 2010 Buffalo Bills Edition We focus on automating Marriott’s global invoice process. So they don’t have to. Xerox digitized and standardized the invoice process for Marriott Hotels & Resorts®. Now their 11 million invoices take less time to manage, and less space to archive. Which gives Marriott more time to focus on serving their customers.

RealBusiness.com

©2010 XEROX CORPORATION. All rights reserved. XEROX,® XEROX and Design,® and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries. All other logos, trademarks, registered trademarks or service marks used herein are the property of their respective holders.

2010 Buffalo Bills Edition realbusiness · 15 Colors are better when they’re green. Blue. Yellow. Red. Only with Xerox unique cartridge-free Solid Ink technology is every color you print green. With no cartridge there is less packaging—which means 90% less waste. And it produces great color, even on recycled paper. It’s non-toxic, mess-free and simple to use. Best of all, with our high performance line of ColorQube™ multifunction printers, color prints cost 62% less than traditional color laser. So you can save green while being green.

1-800-ASK-XEROX xerox.com

Xerox Cartridge-Free Solid Ink

©2010 Xerox Corporation. All rights reserved. XEROX® and XEROX and design®, ColorQube™ and Ready For Real Business are all trademarks of Xerox Corporation in the United States and/or other countries. Savings based on 2009 Gap Intelligence data. 16 · realbusiness 2010 Buffalo Bills Edition