So, what happens with the dog that catches the car?

Scott Draeger
Posted by Scott Draeger VP of Customer Transformation Thursday, March 23, 2017 - 13:33

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
So, what happens with the dog that catches the car?

I probably spend too much time on Twitter (follow @gmc_net and @scottdraeger,) because I love it as a reading list tool. For my professional curiosity, I like to read about CCM, Design Thinking, CX, banking and insurance. Personally, I like to read about politics, pinball and space. Recently, the political items have alerted me to some major coming changes in CCM.

In the US, as the legislative and executive branches align, there is bound to be tremendous impacts on customer communication strategy. These impacts are both from the negative (reduced time to comply, changed regulations, and architecture) and the positive (new business opportunities, new product introductions, and business model refinement.)

In one American Banker article John Heltman writes that regulators are seeking to change reporting standards and ease rules in regards to capital reporting. In Health Affairs, Timothy Jost’s article covers some of the key structural differences between the proposed and current healthcare insurance legislation. In another article on the retirement planning industry’s potential changes are covered.

So, while regulators, lobbyists, legislators and executives are all jockeying to negotiate, define, and redefine the rules that impact their industries, the owners of the communication systems need to pay attention. The “what happens when the dog catches the car” question will be answered in the department that owns customer communication.

As a result, agility will be the quality that will win the day. If new regulations impact your business, how fast can you comply? Is your approval system fast enough to create opportunities and competitive advantages out of new regulations? Or, are your business units burdened with the redundant work of contracting separate projects with channel-based IT silos? If so, it’s time to take a look at implementing a true omnichannel communication strategy.

Recently, we’ve conducted workshops with banks, insurers and healthcare insurers about customer experience. They all turned up significant implementation barriers. We started by sharing some customer journey mapping techniques to inventory common journeys, identify interconnected communication projects, and then identified ways to get communications to customers with as little friction as possible.

If you don’t believe us, check out the videos that we’ve posted below that cover omnichannel design, customer journey mapping, interactive approval, and social commenting that make it easier for you to control an omnichannel customer journey.