Client Focused


OSG is to keep cameras on, and, as a result, there are more frequent ways to connect with customers. Plus, there is the bonus of glimpses into people’s personal lives by seeing their photos, books, and trinkets in the background, which I believe deepens connections. OSG uses a mobile coaching and check-in app that helps keep teams connected and enables managers to check the pulse of their team. By asking a series of questions, employees learn about their strengths, and their key attributes are listed next to their names in Zoom. Mine reads “Advisor/Stimulator.” Initially, this was an internal tool for managers to better understand their direct reports and to assist in coaching and mentoring. Now the client success team is beginning to use it with clients, and I see how it may help start some conversations. Knowing people’s strengths and preferences for communication helps present information in more meaningful ways.


Q: How do you get feedback from customers on their satisfaction and successes? Joseph: OSG launched a pilot program, with a few


Taking the Long View


In the past, sales force automation (SFA) and customer relationship management (CRM) software were the ways businesses tracked and managed client data. It worked, but it was vendor driven. Customer experience management (CXM) was the next evolution, adding emotions and intentions into the equation, but it was still supplier driven.


At OSG, the global company that looks forward to the future of engaging with consumers is customer engagement management (CEM). CEM builds on OSG’s philosophy that companies can take the moment that customers are asked to pay and change it from an obligation to an opportunity to engage. OSG does this using EverView, a software


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clients, that it plans to roll out more broadly in 2022 to allow clients to enter their feedback, metrics, and results into an automated NPS survey. The results are uploaded into Salesforce so that the team can then analyze and determine how best to follow up. The sales leaders make sure the clients know about the multitude of tools available to them. The automation allows us to free up the people who do day-to-day customer service and allows us to focus on relationships and business development.


Q: What’s the one last takeaway you’d like people to know about client success at OSG? Joseph: In recent years we have added several marketing capabilities to our offering. This enables us to build customer journeys that enable messaging to drive outcomes such as digital adoption. As a result, OSG can do the heavy lifting. From design and thought processes to printing, mailing, emailing, payments, and results analytics. It’s not an exaggeration to say that we can handle everything from start to finish. 


platform that is a living, interactive space where transactions are transformed.


“The CEM platform will help enable our clients to do more things with their consumers. No one else is doing it this way,” says Patrick Flanigan, senior vice president of strategic marketing.


A company has a choice of where they want to invest. They could buy new call center technology or a new CRM or they could buy this CEM platform in EverView, Flanigan explains. The idea behind an investment in CEM is that it might be cheaper and require fewer staff and fewer resources and result in more information and better ongoing relationships with customers. Through EverView, clients can provide customers with traditional print or electronic statements. The goal is to help clients meet their customers where they prefer to engage and drive them to a more lasting, digital relationship through omni-channel programs. More engaging dynamic statements are among the possibilities because data on a page is dormant, but data in the EverView platform is dynamic.


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