We all know that companies compete today based on customer experience. Today’s customers want relevant, personalized communications that are available on-demand and accessible via the device of their choice. 

But in this discussion, we’re not talking about marketing communications that attract customers through social campaigns or digital ads. We’re talking about all the interactions that occur after that – quotes, customer onboarding, contracts, welcome kits, bills, statements, upsell/cross-sell communications, and so on. 

The truth is, once you’ve earned a new customer, the rest of the customer journey is even more important. And that’s where many organizations fall short. Especially those in highly regulated B2C industries like insurance, banking, healthcare, government and utilities. These complex enterprises face a number of challenges, including:

  • Legacy IT systems
  • Operational & data silos
  • Ever-changing regulations
  • Lack of IT time and resources
  • Pressure from nimble startups


Customer Communications Management (CCM) defined

According to Gartner, “CCM technology supports the creation, management and distribution of B2C or B2B customer communications. CCM applications create personalized, on-demand communications that support multi-experience distribution, often based on the recipient’s preferences, rather than the senders.

CCM solutions are primarily used in industries like insurance, banking, healthcare and utilities to generate documents such as invoices, statements, correspondence, alerts/notifications and marketing communications. These communications are often highly regulated and contain personally identifiable information (PII) such as account numbers, financial data or health information. As a result, these systems provide a level of governance, auditing and data security that is not always necessary in marketing-based communication platforms.”

 

 

CCM Capabilities

Leading CCM solutions:

  • Have highly advanced design capabilities 
  • Handle complex variable data with ease
  • Make keeping up with ever-changing regulations simple
  • Give business users the power to send personalized messages at any time of the day or night, on the customer’s preferred channel
  • Enable two-way interactions
  • Break down organizational and digital silos
  • Power complex busines processes such as digital onboarding

And so much more. Some even provide contextualization with integrated customer journey management capabilities. 


Think of all the interactions that take place after you have won a customer. How do they measure up? 

  • Are they relevant, personalized, and accessible on-demand? 
  • Do they reflect positively on your brand? 
  • Are they consistent and compliant? 
  • Are they bi-directional? 
  • Are they delivered via your customers’ preferred channel? What if their channel preference shifts? 
  • Do they incorporate the knowledge of your subject matter experts? 


If you answered ‘no’ to any of these questions, I encourage you to sign up for our free email course, "CCM 101: The Critical Piece that's Missing from your Tech Stack". 


CCM 101: a free email course for beginners

The course was designed specifically for newcomers to the CCM world - folks who want to understand (in simple terms):

  • What is CCM? 
  • What does it do?
  • Who is it for?
  • Why it's a critical component of the enterprise tech stack
  • How it can empower your staff to deliver meaningful customer interactions across the entire customer journey

Here's a sneak peek of the course syllabus:


Lesson #1: What is CCM?

Lesson #2: What CCM delivers that customer relationship managment (CRM) and marketing automation platforms (MAP's) can't

Lesson #3: Connecting silos and empowering business users

Lesson #4: Connecting communications to the customer journey

Lesson #5: Making the right choice: hybrid vs. cloud communications


Think of these lessons as "Cliff's Notes" for understanding CCM technology. If you're already past the beginner stage of your CCM journey, simply pass the link along to a friend or colleague who's just staring out! 

Sign up for the free email course by clicking here. Choose if you want to receive the lessons to your email inbox all at once, or once a week. Each lesson takes less than 10 minutes to complete, and when you're done we'll send you a personalized completion certificate for taking the first step in your CCM journey,
 


What is CCM email course

 

Stephanie Clarke

Stephanie Clarke

Director of Content Marketing

Stephanie Clarke is the Director of Content Marketing at Quadient, responsible for developing and executing Quadient’s global content strategy. Stephanie has more than 14 years of experience in the software, technology and manufacturing industries. She has a proven track record for designing and implementing winning and profitable B2B marketing strategies for global technology brands. Stephanie holds a B.A. from Wilfred Laurier University.

Related Resources

Thumbnail image of white paper - Healthcare Payers: Staying ahead of market change with agile customer communications
White Paper

Healthcare Payers: Staying Ahead of Change with Agile Customer Communications

The one constant in the health insurance industry is change. From the mass uptick in Marketplace enrollment to the APTC expansion and emergence of the empowered consumer, many...

ds-700 iQ
Brochure

DS-700 iQ Folder Inserter

Quadient's DS-700 iQ folder inserter is the new standard for high-volume mailers
AHIP banner
Webinar

Identifying Gaps in Health Care Communications to Improve the Member Experience

On-demand AHIP sponsored Healthcare webinar, 'Identifying Gaps in Health Care Communications to Improve the Member Experience'.
Quadrant SPARK Matrix for CCM
Analyst Report

Quadient Named a Leader in the 2021 SPARK Matrix™: Customer Communication Management

Quadient is proud to have been named a Leader in the SPARK Matrix: Customer Communication Management, 2021. Download a complimentary copy of the report here.
Experience

Experience

A rich history of world-class leadership

Backed by the experts

Backed by the experts

Gartner, Forrester, and Aspire

Expertise

Expertise

8 billion personalized experiences annually

Proven results

Proven results

97% customer satisfaction rate