Xplor Q&A: Annual Communication Design Competition
Xplor International’s University Communication Design Competition has completed its first stage, which included participants from California Polytechnic State University and the Rochester Institute of Technology. As stated in Xplor’s recent press release, the contest was open to undergraduate university students and was created to challenge students and promote real-life application development of a multichannel medical billing statement. Quadient has sponsored the competition since its inception in 2017 and today I had the pleasure to speak with Avi Greenfield, Quadient’s Vice President of Product Management, who took a minute to sit down and talk about Quadient’s support and generosity which allow Xplor to encourage the next generation of communications management professionals.
Skip: Avi, thanks for taking the time to talk today about the design competition. Xplor, with Quadient’s support, originated this competition several years ago. What is behind your company’s continued sponsorship over the years?
Avi: For Quadient, it is about bringing excitement to the next generation of customer communications designers. We support the competition because we believe in the mission of Xplor to continue educating and inspiring professionals in the industry. The competition is one way to expose these students to career potential and opportunities for professional growth, which is important to us, as well.
Skip: We expanded the competition to include Rochester Institute of Technology this year along with Cal Poly. What are your thoughts on that?
Avi: I had the pleasure of being on the panel of judges last year. At that time, the two teams competing were both from Cal Poly. I was excited to learn that this year the competition was open to include Rochester Institute of Technology. Both have well-known graphic design programs coming from different ends of the country, so it will be fun and interesting to see what the two final teams present this year.
Skip: As a judge, how did you evaluate the projects that were entered last year?
Avi: The direction of the project was to remake a statement. The teams were challenged with redesigning an ordinary bland medical billing statement to make it more functional, aesthetically pleasing, and expand its purpose to include a marketing opportunity. I was one of four judges who made notes and rated them on many different criteria around the design, the presentation and organization, along with making sure the statement was appropriate for print, as well as digital channels, such as email, mobile apps and websites. The students came up with interesting approaches, such as using QR codes to help the consumer easily pay their balance, along with other creative design elements to improve the readability and call to action of the communication.
Skip: Do you think being involved in the competition, in addition to being exposed to the conference, brought any added benefits to the students?
Avi: Definitely. I think it really helped to expand their perspective and horizons. It made them appreciate the impact communications have on the customer experience and how a well-thought-out communication can drive both the experience and the business outcome. While the students were experienced in doing creative projects in Photoshop and InDesign, it was great to introduce them to the breadth and capabilities of the CCM solutions represented at the event.
Skip: Do you believe the investment in this kind of project has an ROI?
Avi: Yes, since it raises awareness of CCM software and how it is used to improve customer experience and business outcomes. I don’t think any of the students participating ever really thought about the availability of software that helps produce millions of customer communications at once, such as statements, insurance policies and contracts. They also may not have known about how CCM software provides creative ways to approach other essential communications. That was something that resonated with them and opened their eyes to the ability to produce mass, personalized customer communications that still could be relevant and meaningful to the audience. They saw the need for specialized software and it encouraged them to start thinking about different opportunities. There were multiple students I talked to that said, “Yeah, I really need to look into CCM as a real career path.” That vision for the future is exciting to all of us at Quadient.
Skip: Avi, on behalf of Xplor and the industry in general I want to thank you for taking the time to share your thoughts with me and to Quadient for their ongoing support of the competition and the industry in general.
Until next interview! Take care.
Skip Henk, EDP
President/CEO
Xplor International
