Rob brings over 18 years of industry experience in technology marketing – both direct and channel, to his position at Quadient. Previously, Rob led Marketing at Avaya Canada, go to market for medium businesses at Dell Canada and brings marketing, finance, manufacturing and logistics experience from his time at Maple Leaf Foods. An avid composer and musician, Rob continues to combine digital and social media to drive awareness and consideration in the B2B marketplace. Rob holds an MBA from the Schulich School of Business.
Complex documents (e.g. an insurance policy, contract or welcome kit) are communications that consist of a host of variable elements. They are governed by complex business rules and logic, using metadata to ensure customers receive the content and options that best match their individual profiles and needs, across all output types and channels.
When a customer receives one, they have no idea what makes it complex.
And they don’t care.
What they do care about is that it meets their needs and expectations. If it does, that communication will reinforce the quality of the customer experience that your company provides. It will assist your company in earning and maintaining the trust of that customer, enhance customer satisfaction and underscore why that customer should remain loyal to your organization.
If complex documents are part of your organization’s portfolio of customer communications, you know how variables such as multiple databases, document creation systems, criteria, rules & regulations, content elements, and stakeholders can make the task of producing and distributing these documents, at a time-sensitive pace, a daunting undertaking.
Isn’t it time you put this laborious experience in the rear view mirror? It’s possible…with the right customer communications management (CCM) platform.
Modern technology has revolutionized the process
Next generation CCM platforms give companies the ability to create and deliver regulatory compliant, complex documents quickly and on your customer’s preferred channel. In other words, the right CCM will take the complex and make it simple.
So what features should your CCM solution have in order to allow you and your team to produce complex documents more efficiently, reliably and consistently? Here is a brief summary:
Consolidate Data Effortlessly
Normally complex documents need to pull data from multiple databases, which often means IT must get involved. This adds another step to the document development process and compromises your company’s ability to be responsive. Therefore make sure any CCM platform you’re considering has the ability to automatically collect and integrate data, from multiple sources, without IT intervention being necessary.
Leverage Reusable Components
Most complex documents contain common or boilerplate content. A good CCM platform will allow you to govern these types of content blocks via style rules. With these style rules in place, the author will be able to access and place the blocks into a document as it is being built. This simplifies the process and also creates peace of mind because the author will know that the branding, layout, colors, and logos will be consistent with the organization’s other documents.
Intelligent Content Capability
Complex documents usually include “required” content; content that is required by a department or governing body to be part of the document. It could be jurisdictional, compliance, branding, product, language or regulatory related. By investing in a CCM platform with intelligent content capabilities, rules can be created to automate the inclusion of required content, which in turn will enhance efficiency and reduce errors and omissions.
Collaboration Layer for Business Users
Another layer that makes complex documents complex is the invariable input that’s required from multiple departments and stakeholders. A well-thought-out CCM platform takes this into consideration, allowing content experts to input, review, approve or update their contributions through a central dashboard.
You can never be sure which channel type a customer will use to access your organization’s content—they may even use different channels throughout the day. No matter which channel they employ, they expect the experience to be the same. Ensuring that this will be the case is something that takes place at the design stage. The best CCM platforms recognize this and feature an omnichannel design preview mode so you can see how your communications will look across all channels before you go live.
Compliant and Auditable Tracking
Regulations, legacy technology, organizational silos, and internal conflicts can all come into play when a complex document is being produced. To help ensure the development process moves along smoothly and efficiently it’s important to have a CCM platform that allows your team to share, route, approve and track documents with a full audit trail, in real time on screen.
Albert Einstein once said, “The definition of genius is taking the complex and making it simple.” With the right CCM platform, you can.
Learn more about how to ensure your complex documents meet the expectations of today’s digitally empowered consumer. Download the whitepaper “Next-gen CCM: Take a Complex Document and Make It Simple” today.