Mastering the Three 'Rights' of Customer Communication Management (CCM)

Right platform. Right time. Right communication.

Mass marketing techniques and efforts are often ineffective. New-age customers have specific expectations that cannot be met through a one-size-fits-all approach. There’s a compelling need to shift towards a more integrated approach when communicating with customers. It’s extremely crucial to transform customer-facing documents into powerful communication tools, incorporating captivating designs and personalized offers –all at once.

Broken Customer Communication Process Will Slow You Down

Meet Maria—an excited customer who couldn’t wait to order a special pair of shoes from her favorite brand’s recent launch.

She eagerly placed her order, making sure to provide all the required details, including her contact information and address. However, when it was time for delivery, there was a problem with the billing address, which seemed to be incorrect. The communication she received varied across different channels, with a noticeable difference in the expected delivery date between e-mails and messages. The messages she received appeared to follow a template and lacked any personal touch. Even her name was missing in the customer messages. On top of that, Maria kept receiving frequent calls from the call center agents, asking for the same information repeatedly.

This situation compelled Maria to repeatedly provide the same information, causing her a lot of inconvenience and ultimately leading her to cancel the order.

Where’s the Gap?

It becomes evident that the brand’s shortcomings in delivering customer satisfaction were primarily rooted in the absence of an effective solution. Specifically, the inability to seamlessly retrieve basic customer communication information proved to be a critical issue. This situation highlights the crucial role of Customer Communication Management (CCM) software in addressing these challenges and improving overall customer experiences.

What’s a Customer Communication Platform (CCM)?

Customer Communication Management (CCM) system, also known as omnichannel customer engagement, encompasses a comprehensive suite of information technology solutions. The platform empowers organizations to efficiently handle all facets of customer communication. This includes tasks, such as content creation, personalization, multi-channel distribution, and archival, all seamlessly integrated into a single customer communication management system.

How Does CCM Play a Crucial role in Enhancing Customer Communication?

CCM helps organizations in enhancing customer communications by tailoring messages to individual profiles, preferences, and behaviour. The CCM software ensures that these personalized messages are delivered through the customer’s preferred channels and monitors their status, including whether they have been read, remain unread, or bounced.

Additionally, CCM empowers business users to oversee all communications sent to customers across diverse channels. By tracking key performance metrics such as open rates, click-through rates, and bounce rates, organizations gain valuable insights. This comprehensive data offers a holistic perspective, allowing businesses to understand the effectiveness of communications across different departments and how customers are responding to them.

When Do Organizations Need a CCM Software?

Organizations must consider adopting CCM when:

• Printing and mailing customer communications is costly
• Creating and sending communications take up a lot of time
• Communications contain sensitive data requiring secure masking
• Tracking communication delivery status is difficult
• Creating communications is done on an as-needed basis in response to customer requests
• Gathering information from multiple systems to create communications is a lengthy process
• Need to communicate in multiple languages arises
• Compliance requirements and branding guidelines must be strictly followed in communications
• Archiving customer communications for future reference is essential

Business Benefits of Customer Communication Management (CCM) Software

Maria’s experience would have been significantly improved if the company had implemented an ideal platform – Customer Communication Management system, making her interaction much more seamless. Let’s understand some of the key business benefits of leveraging an ideal CCM platform:

Cost-savings

With CCM automating tasks like document creation and delivery, the company can minimize operational costs by a significant margin. In Maria’s case, this means a smoother and cost-effective process for handling her order and so as her communications.

Better revenue

CCM enables organizations to target customers with personalized promotions, creating a pool of opportunities for cross-selling. In Maria’s case, this could have resulted in her exploring additional products she might be interested in, increasing her spending with the company.

Enhanced Customer Experience

CCM empowers business leaders to provide device-responsive documents through preferred channels, like mobile or e-mail. This ensures that customers like Maria can access information conveniently, while minimizing wait times, and ultimately leading to enhanced customer experience.

Better Compliance

CCM helps organizations adhere to regulatory requirements by delivering rule-driven and customizable communications across various channels. This ensures that customers like Maria receive communications that meet legal standards, enhancing trust and reliability.

Maximized ROI

CCM’s seamless integration with existing systems ensures efficient operations. In Maria’s case, this would result in smoother order processing and communication, maximizing the organization’s return on investment and potentially retaining her as a satisfied customer.

The Final Word

Modern customers, just like Maria, demand timely, relevant, and personalized communication across different verticals—banking, healthcare, government, shared services, and others. Maria’s experience underscores the importance of Customer Communication Management (CCM) platform in not just meeting but also in staying a step ahead of customers’ expectations. The platform helps engage with customers in context through their channels of preference with full control and visibility across the enterprise.

Are you interested to explore the nuts and bolts of an ideal CCM platform? Click here and delve deep into the world of a holistic platform that gives you the liberty to do it all, from designing engaging content to deciphering your customers’ interactions across channels using new-age technologies like AI and ML.