The Missing Link to CX Transformation

Scott Draeger
Posted by Scott Draeger VP of Customer Transformation Monday, November 14, 2016 - 08:00

Scott joined the industry in 1997, after earning a B.A. from University of Nevada, Las Vegas. He started as a document designer using several VDP technologies, before moving to the software side of the industry. He has more than 17 years of experience in the document composition software industry as both a transactional document designer and a software vendor. He earned his EDP and M-EDP certification from Xplor and his MBA in 2007 from the Lake Forest Graduate School of Management.

Customer Experience Update
The Missing Link to CX Transformation

When it comes to the CX strategy, customer communications are often one of the most overlooked—yet critical—components of the customer journey. In many cases, the CX strategy tends to focus on frontline communications— training and coaching employees regularly on how to best speak (and interact) with customers.

Yet, customer communications such as contracts, customer correspondence, customized quotes, welcome kits, invoices, and statements, are equally important to the overall customer experience and represent a significant percentage of overall customer touchpoints.

With these communications, rarely does the customer voice and the customer’s experience get incorporated into design and delivery. These documents perpetuate inside-out thinking, where the company knows best, rather than outside-in thinking, where the customer is a part of every design and decision.

Invoices, statements, and other necessary customer communications aren’t going away. They are fundamental essentials of the business


Connecting marketing, customer experience, IT and operations

The challenge with these necessary documents is how they are created: in a proven and stable environment. Historically, they have been ITand operations-driven. Many disparate legacy systems flow into the creation of one piece of communication. For most organizations, none of that aligns with—or connects to—the marketing, branding, or customer experience.

In many cases, the CMO and the CXO (Chief Experience Officer) are not involved in that process, and so the message that these communications send to customers is vastly different from what the CMO conveys elsewhere. It’s important to communicate to customers, across the organization, and along the entire customer journey, in one voice.

The solution? Enterprises today require a CCM solution that enables them to:

  1. Ensure all communications, regardless of the channel, deliver a seamless brand experience for the customer.

  2. Map the customer journey—bringing into the map artifacts that customers use or interact with along the way including marketing communications, letters, welcome kits, statements and bills.

Customer Journey Mapping


The right cross-functional teams need to be involved to ensure that disparate voices, systems, and channels don’t sidetrack the brand messaging and, hence, the experience.

Consistent messaging, just like consistent experiences, builds trust. Trust keeps customers coming back. Communications support both the brand promise and the customer experience.


This article was featured in Chapter 4 of our new interactive eBook, "The Authoritative Guide to Achieving CX Excellence: Unlocking the Power of Customer Communications Management (CCM)". 

The book teaches business leaders how they can leverage CCM technology to transform their customer experience using simple language, stunning illustrations, videos, podcasts, whitepapers, analyst reports, industry resources and more. And it's free!

We hope you enjoy it.
 

 Unlocking the Power of CCM