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Hank Riner: The Attention Grabber

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Featured Story

Hank Riner: The Attention Grabber

Tim McElligott - Billing and OSS World - 06/25/2009

Appointed CEO of OSG Billing Services in April, Hank Riner Is Applying His Marketing and Leadership Experience to Help Service Providers Get Their Customers’ Attention.
Efficiency and accuracy may be the historic hallmarks of a good transaction document company, but in a world competing for your customer's attention the new hallmark may be marketing. OSG Billing Services’ new CEO Hank Riner is a marketing guru, having designed the first online campaign planner for SourceLink, the fifth largest direct marketing services provider in North America. He spoke with Billing & OSS World Editor in Chief Tim McElligott recently about his plans for OSG Billing Services.

Your Board brought you on to take OSG to the next level. What does that mean for the company?
We are in the business of creating and distributing transaction documents — primarily invoices and bills for customers — and our growth strategy is to provide more value in that process. That means in addition to getting the bill to the right person at the right time to accelerate cash flow for our customers, which is a very basic service, we also provide a number of marketing initiatives. They really use the power of that transaction document as a promotional vehicle. It’s their primary means of communication with customers for strengthening brand identity and loyalty and the best mechanism to sell additional products and services.

So our business model will not change; our growth will come from continuing to add value to that transaction document. We will continue to help them understand their customers and improve their messaging by making it more targeted using data modeling and analytics. And we’ll help them migrate where appropriate into the digital world with electronic bill payment and processing. It’s all wrapped around a more powerful transaction document as a marketing tool.

What about growing the size and reach of your company?
Five years ago we opened an office in Tempe, Ariz., and we now do about 30 to 35 percent of our processing from that facility. So I don’t think it’s out of the question that over the next five to seven years we will have a facility in the Midwest and maybe even in the Southeast, which would give us a national footprint and improve delivery times for clients. With that growth will come continued value enhancements for customers both in paper products and digital services.

What about consolidation?
We think one reason you don’t see lot of consolidation in our industry is a lot of the providers are small family businesses that prefer to stay independent and don’t want to join a large public corporation. But we do want to grow. Most if it will be the old-fashioned way: organic. But if we see acquisition opportunities out there that would be a good strategic fit for OSG, we would certainly look at them. We did acquire a company called Imagecom last year here in New Jersey and that acquisition has worked very well for us and Imagecom.

Does the marketing value add take on more significance in this economy where you can only streamline processes so much?
Absolutely. Nobody ever cut their way to greatness. Sooner or later you have to figure out how to grow a business. It is much less expensive to sell more services to an existing customer than it is to go out and acquire new customers. Studies have proven that it’s as much as 80 percent less in terms of marketing and acquisition costs. So it behooves any client in any business to make sure they are maximizing the value from existing customers. Remember, transaction documents are opened. They have a high degree of visibility and they present an ideal opportunity to do just that.

You have a lot of marketing experience yourself. Is it that marketing mindset you bring to OSG?
Yes. It’s all about helping clients understand their customers and what those customers need and want and then to create targeted messages to them. We help them create one-to-one marketing through the transaction documents and then help them capture a response. So again, it’s applying all the principles of database targeted marketing and one-to-one marketing and applying them to the transaction document, which is ideally the most effective way of communicating with the customers.

But you still need to focus on the processes, right?
We embrace and use technology in several ways; one is to make us more efficient in serving our customers, but also to provide more value in products and services. Our clients trust us with their most valuable assets: their customer data and information. We have very high client retention rate, in excess of 96 percent every year. I think the best measure of customer satisfaction is if customers are staying with you.

Do you feel you must prepare OSG and its customers in the long run for a primarily electronic marketplace?
I remember in 1980 everyone talked about the paperless office and here we are almost 30 years later and we have more paper than we have ever had, so I cannot believe paper is going away. We will always provide paper transaction documents. I also believe as young people who grew up with the Internet begin to take a bigger role in society, the adoption rates for electronic will continue to increase. But clearly we think we have a leadership role to play there. We are actually media neutral and are prepared to deliver documents through any medium.

But the youth market is different. The demographics will change. My son just graduated recently and the family was having a nice social lunch when he and my daughter and girlfriend all pulled out their Blackberrys. Focus is not in. Multitasking is. It is taking us to a whole different level where kids feel like if they’re just talking to you, they’re not optimizing their time. That’s the world we live in now. So that’s what we tell our clients. When it comes to marketing, one of the beauties of the transaction document is — and what brought me into this company and into this industry — that you do have their focus. If they’re paying their bills, they’re focused. When you look at all the other marketing channels, it is hard to get people’s attention through all the noise.

OSG Billing Services Announces Executive Appointments
ENGLEWOOD, NJ - June 22, 2009 - OSG Billing Services, a leader in the presentment and distribution of
transactional documents, announced today the promotions and expanded responsibilities of two key
executives. These promotions are in line with the company’s commitment to developing a strong and dynamic
leadership team that will support the ongoing growth of the organization.

Ron Whaley has been appointed to a new C-level position at OSG Billing Services – Chief Revenue Officer
(CRO). Previously, the vice president of sales and marketing, Whaley will now be spearheading the growth of
the organization and focusing on leading the sales team while developing a more consultative approach to
working with customers.

“As OSG Billing Services continues to grow and evolve, it was important that we formalize a leadership role to
head up our revenue generating efforts,” said Hank Riner, chief executive officer of OSG Billing Services.
“Ron has been a key member of this company for over ten years and his expertise is invaluable. We are
pleased to have Ron in a role that allows him to focus on the growth of the company and oversee the sales
and revenue strategy.”

Steven Dubner has been appointed to senior director of marketing and product development. Previously the
director of strategic partnerships, Dubner will continue overseeing that area of responsibility as well as
leading the company’s marketing and product development efforts.

“Steve has done an incredible job of securing our software partnerships and helping OSG Billing Services
build long-lasting and valuable relationships,” said Riner. “We are enthusiastic about Steve overseeing this
newly formed division of OSG Billing Services and providing a focus to our products and offerings.”

About OSG Billing Services
OSG Billing Services provides fast, accurate and dependable invoice presentment and distribution services. As a trusted partner, we advise customers on direct billing strategies to improve overall quality of invoices and increase customer satisfaction and awareness. With a successful proven process for invoice design, set-up and production, OSG Billing Services can get invoices into customer' hands quickly and error-free. We guarantee it!

The services we offer include, but are not limited to: invoice consultation and design, error-free print and mail, targeted marketing programs, automated document factory, online invoice management, electronic bill presentment and payment and much more. OSG Billing Services is an award-winning direct billing provider.  Please visit us online at www.osgbilling.com or call: 1-888 EASY BILL.

Whaley has been with OSG Billing Services for over ten years and oversees all sales and marketing initiatives that help maintain OSG Billing Services’ position as an industry leader. He offers expertise in bill presentment and distribution with a focus on several verticals including the telecommunications industry. Sharing his extensive knowledge with telecommunications providers has helped many of them to fulfill their corporate goals.

"We are extremely fortunate to have Ron serve on the Board as Associate Member Chairman,” stated Slayton Stewart, president and Chairman of the Board for the RCA. “Ron significantly contributes to the RCA's strategic direction and is a strong advocate for our vendors."

“It has been an honor to continue to serve the RCA over the past year. Being part of such a successful organization has been an incredibly rewarding experience for me,” says Whaley. “I look forward to contributing to programs that will assist RCA in promoting its mission of advancing the rural wireless provider, increasing membership and adding value for associate members.”

About RCA
RCA is the premier association representing rural wireless telecommunications providers across the United States. RCA speaks with a strong, united voice on issues that concern its members and keeps them informed through timely sharing of information, knowledge and expertise to the common benefit of all members.

RCA has been at the heart of the rural wireless success story since it began in 1992. Our primary focus is representing two-way wireless communication providers with less than 10 million subscribers. These companies primarily serve small rural and regional markets each with its own set of challenges and opportunities. RCA’s primary goal is to help our members meet those challenges successfully and capitalize on all opportunities. In addition, RCA provides opportunities to learn more about the industry and network with other members through various meetings and seminars.

About OSG Billing Services
OSG Billing Services provides fast, accurate and dependable invoice presentment and distribution services. As a trusted partner, we advise customers on direct billing strategies to improve overall quality of invoices and increase customer satisfaction and awareness. With a successful proven process for invoice design, set-up and production, OSG Billing Services can get invoices into customer' hands quickly and error-free. We guarantee it!

The services we offer include, but are not limited to: invoice consultation and design, error-free print and mail, targeted marketing programs, automated document factory, online invoice management, electronic bill presentment and payment and much more. OSG Billing Services is an award-winning direct billing provider.  Please visit us online at www.osgbilling.com or call: 1-888 EASY BILL.

Stearns Bank N.A. Equipment Finance Decision Selects OSG Billing Services For Innovative Billing Solutions
ENGLEWOOD, NJ - June 1, 2009 - OSG Billing Services announced today an agreement to manage statement presentment and distribution services for Stearns Bank N.A. Equipment Finance Division (EFD). Stearns Bank N.A. is a full service bank offering a wide array of products and services for individuals and businesses nationwide, including equipment financing.

Stearns Bank N.A. EFD had previously been outsourcing their statement presentment operations. They decided to partner with OSG Billing Services based on their innovative solutions and proven track record of success. These factors, along with the desire to maximize the value of their transactional documents, encouraged Stearns Bank to change their provider.

Daryn Lecy, operations manager of Stearns Bank N.A. EFD, states, “OSG Billing Services allows us to take what has been simply a statement printing process and morphed that into a greater marketing tool.”

To improve customer communications, Stearns Bank N.A. EFD will use dynamic messaging and envelope messaging to promote bank services and encourage customers to sign up for emailed statements. These products will allow the company to place customized messaging and graphics on the front of their statement as well as on the outer envelope of their statement package.

The bank will also utilize OSG View PlusSM, enabling customer service representatives to have an immediate view of any given invoice and allowing them the opportunity to quickly resolve customers’ concerns regarding statements. In addition, using OSG Email DeliverySM, customers will be emailed a PDF copy of their invoices and will be notified once their bills have been paid.

“We are proud to be able to help Stearns Bank N.A. EFD with their billing process and look forward to being a part of their future success,” said Ron Whaley, vice president of sales and marketing of OSG Billing Services.

About OSG Billing Services
OSG Billing Services provides fast, accurate and dependable invoice presentment and distribution services. As a trusted partner, we advise customers on direct billing strategies to improve overall quality of invoices and increase customer satisfaction and awareness. With a successful proven process for invoice design, set-up and production, OSG Billing Services can get invoices into customer' hands quickly and error-free. We guarantee it!

The services we offer include, but are not limited to: invoice consultation and design, error-free print and mail, targeted marketing programs, automated document factory, online invoice management, electronic bill presentment and payment and much more. OSG Billing Services is an award-winning direct billing provider.  Please visit us online at www.osgbilling.com or call: 1-888 EASY BILL.

OSG Marketing Services

Spell out why you are at the head of the class and use OSG inserts to:

• Generate excitement about upcoming Back-to-School promotions
• Increase customer loyalty
• Boost in-store traffic
• Tell customers you appreciate them

Show your customers what puts you a grade above the rest. Join forces with the OSG Marketing Team to create attention grabbing Back to School inserts that get you the response you want. Call 1-888-EASY BILL to learn more!

Client Relations Update

Call Client Relations When You Want Files Held
If you had an emergency would you send an email for help? Of course not! If you need assistance from our Client Relations Department, we encourage you to call us. Whether you want a file held or a particular invoice pulled, a phone call to one of our Client Relations Representative will ensure a prompt response to your request.

The benefits of calling versus emailing include:
• Immediacy
• Clear communication
• Follow up

For more information, please contact the Client Relations Department at 1-201-871-1100, ext. 311 or press 2 for Client Relations.

Postal Holiday
Labor Day is a postal holiday. OSG Billing Services is open for processing on Labor Day, but the USPS does not send or receive mail on this day.

Check your insert inventory online!
You can review your current insert inventory whenever you like by logging in to OSG InSight. For more information on this service, please contact the Client Relations Department at 1-201-871-1100, ext. 311 or press 2 for Client Relations.

Your IMAGE is everything
We have greatly enhanced our Dynamic Messaging image library this year by adding many new images and image categories. Don't see the exact image you need? You can upload your own custom graphic! For more information on how to upload a custom graphic, please contact the Client Relations Department at 1-201-871-1100, ext. 311 or press 2 for Client Relations.

Remember: OSG Client Relations is available 24/7
For customer support, please call us at 1-201-871-1100, ext. 311 or press 2 for Client Relations.

1-888-EASY BILL • www.osgbilling.com                                                        Copyright (C) 2009 OSG Billing Services. All rights reserved.