What is Customer Communication Management? (Part Two)
In the last blog entry, we went through a quick history of the channels that are involved in a CCM (Customer Communication Management) portfolio, focusing on the organizational silos that grew up around these new technologies as they emerged. In this blog, we will talk about how people turn their business needs and opportunities into great communications.
There’s no CCM without the communication. So, the underlying assumption is that you have something to say to your customer. Some of the common things you need to say to your customers are:
- We have a great new service to tell you about.
- We need to update you on this event.
- Here is some money for that insurance claim.
- Here is some important legal information.
- Your next payment is due.
- Sorry, but the government compelled me to send this.
Many different people in an organization would like to participate in the creation of the design, the writing of the text, the style of the channel, and the coordination of the message delivery into the mix of other messages the customers will receive. But, the communication silos often prevent this.
Most enterprises experience incredible amounts of friction to make even simple changes. If the CMO changes the company logo, often enterprises have to make thousands of changes across tens or even hundreds of systems. CCM can reduce this burden by focusing design efforts at the right level.
In the context of CCM, Technologists can make data and content sources available to business users and designers. Designers can create templates that business users can use for quick projects. CCM Specialists can ensure that data, rules and content are efficiently shared and minimally replicated. Business users can create, manage and deploy their messages into production. CX (Customer Experience) professionals can monitor the entire portfolio of customer communication projects, including the look and feel of every channel manifestation.
Most importantly, compliance can easily approve changes when they are presented in a way that includes an image of the change in every channel.
Using the best skills of the best people on top of a CCM software platform allows you to keep your communication together.
This allows you to get new ideas from your business to your customers’ eyeballs in hours instead of weeks.
That is the power of CCM applied in a customer experience-focused business.
Channel agnostic and customer focused.
Related Podcast: Scott Draeger on Chief Customer Experience Officers, Personal Robots and the IoT