“Do I really need to modernize my customer communication management (CCM) platform?”
This is a pertinent question today, especially with the changing demographics and digital-native customers who expect businesses to communicate with them in context across channels. So, if you are still dependent on your legacy customer communication management system, it’s time you give it a digital facelift.
Per marketsandmarkets.com, “the global CCM market size is projected to grow from USD 1.3 billion in 2021 to USD 2.2 billion by 2026, at a compound annual growth rate (CAGR) of 11.2% during the forecast period”.
Benefits of Modernizing Your Customer Communication Management (CCM) Platform:
Providing 360-degree View of Customers’ Communication Lifecycle
By tracking the delivery of communication across various channels, an ideal CCM platform facilitates you with a holistic view of customer interactions through reports and dashboards. It helps you understand how your customer interacts with your communications, which can help you design personalized promotional offers, improve cross-sell and up-sell opportunities, and increase your revenue.
Delivering Omni-channel Experience
Pursuing customer-centricity is a fool-proof approach to being ahead in the competition. And for this, you need to ensure a fluid customer experience across channels. Even if a customer switches the communication channel during the transaction, you should be able to continue the process/conversation without any difficulty. An ideal CCM platform provides consistency in customer experience across channels, like phone calls, e-mail, SMS, chat, or social media.
Knowing Your Customers Better
An ideal CCM assists your executives by consolidating past customer interactions across various channels. You know your customers by their name, understand their preferences, and purchase history, which can help improve customer interaction and lifetime value. CCM also helps in delivering personalized communication by arranging variable data and information in structured templates. Sending e-cards on birthdays and anniversaries can improve your customer engagement.
Employing Cutting-edge Technologies
An efficient CCM leverages modern technologies such as artificial intelligence, machine learning, and digital sensing to track your customer interactions across various touchpoints. This can help you auto-route and prioritize cases based on urgency, requirement, and resource skill set.
Designing Flexible and Extensive Template
Ideal CCM platforms have in-built, easy-to-use, drag and drop tools, enabling you with component-based designing of communications for consistency, compliance, and standardization. Extensive template management capabilities facilitate security, collaboration, and sharing of content.
Automating Communication Generation
An ideal CCM can generate various kinds of communications as per requirements. It can be in batch, on-demand communication, and interactive. Batch generation enables structured, scheduled, and consistent communications processed in large volumes. On-demand generation delivers real-time communications with triggers from enterprise business applications. Interactive generation adds a human touch to the communication by arranging variable data and content in a structured template.
Generating Documents Quickly
Minimal to no-coding simplifies the document generation process, cutting the processing time. An efficient CCM platform also helps in reducing errors in communications generated with controlled and permission-based editing rights.
Reimaging Communication Using Customer Communication Management Platform
In a nutshell, by considering all the factors mentioned above, an ideal CCM can help you track the customer journey across various channels, deliver personalized messages, reduce operational costs, and increase selling opportunities, thereby maximizing return on investment.
To know more about the customer communication management platform, see here.
