The evolution of message processing and communications

摘要

Information distribution in the next millennium will undergo many changes that will embrace new electronic-based communication while evolving the quality and effectiveness of more traditional direct mail. The key to effective communication between information distributors (advertisers, financial organisations, etc.) and their customers is to provide a completely integrated level of service that starts with the message to be distributed and ends with customer action. This process is broken down into seven steps that govern the circle of communication to the customer and back. This circle of communication is shown in the IMPACT Model below. "IMPACT" stands for "Integrated Message Processing And Communications Technology". Section One of this paperexamines each element and its significance to information distribution, while Section Two focuses on three elements: message finishing, message distribution, and process management. The process management associated with these elements is the area thathas the most potential for positive impact on postal authorities and their customers.To stay competitive, businesses must adopt flexible, upgradeable solutions that improve information gathering, processing, distribution, and receipt. This paper first splits this process into seven components and examines each component and itsrelationship to the other components. We then drill down to examine where the unique relationship that exists between mailers and posts fits into this model and why posts must either adopt new distribution methods or improve upon their current methods toremain competitive. Finally, suggestions arc offered that could help both posts and their major mailing customers improve their efficiency and profitability.