How to Make Mobile Communications Work
Technology is only one component in making mobile communications work: strategy is equally as important. Without having a strategy and the organizational empowerment in place to make changes, implementing a Customer Communications Management (CCM) platform will almost certainly fail. For enterprises that want to develop a modern mobile engagement strategy, the following steps should be taken:
Break Down Organizational Siloes for Customer Communications Management
- There is no doubt that a CCM platform approach requires executive sponsorship and strong leadership. Increasingly, newly emerging C-level roles that sit between IT and the business, such as the Chief Digital Officer, Chief Experience Officer, or Chief Client Officer, are ideal personas for getting a CCM platform implemented in an organization.
- CCM systems typically require stakeholders from various parts of the organization to work together: marketing, operations (i.e. billing, customer service), IT, and legal. Companies that have invested in cross-functional teams often see success in overcoming these boundaries.
- Marketers are becoming more aware of the benefits that well managed customer communications have in terms of customer experience. With this in mind it is essential that marketers are enabled to use a communications platform that provides direct control of how the business engages with customers. Developments such as customer journey mapping and better IT coding paradigms such as agile development can foster a more symbiotic relationship between the business and IT.
Deal with Legacy and Risk
- In traditional industries in particular, a lot of customer communications legacy systems are still around – old systems that were developed 15 to 20 years ago for print-centric output only. Leading CCM solutions today offer a complete end-to-end solution that integrates with existing core systems, enabling a seamless omnichannel experience via one easy-to-use interface.
- Hardly any enterprise application is developed in isolation – especially in tightly regulated industries, there are strict risk and compliance rules that have to be followed. Forcing business units to use a centralized CCM platform to mitigate those risks is the best way forward, but requires strong leadership.
- Regulation is a constant change factor, which requires rework and modifications. Enabling business users to make template changes without IT involvement will speed up the process dramatically and gives the business more agility.
Keep Up to Date with Customer Technology
- Customer technology is changing every 12 months on average. Customers expect to unlock new capabilities as soon as they become available, so failure to update to the latest standards may be detrimental for competitive positioning.
- Mobile app developers need to be educated on the benefits of using different platforms in order to easily invoke centrally-managed customer communications.