Gartner Market Guide for Customer Communications Management, Dec 2019
How CCM technology providers are evolving their portfolios to support multi-experience strategies
GARTNER MARKET GUIDE FOR CUSTOMER COMMUNICATIONS MANAGEMENT
According to Gartner, today's CCM market embraces a more dynamic, interactive model. CCM applications create personalized, on-demand communications that support multi-experience distribution, often based on the recipient's preferences rather than the sender's. Further, Gartner says, "application leaders should use this inaugural Market Guide to understand this market and inform their choice of digital workplace CCM applications."1
Some key findings from the Market Report include:
Customer communications management (CCM) tools are still the foundation for batch communications such as bills, invoices and statement generation. But the growth for these tools is in on-demand and interactive customer engagement use cases. There is specific focus on capabilities such as bidirectional communications, alerts and notifications, and customer self-service.
CCM vendors are evolving their portfolios to support multi-experience strategies including customer-initiated communications, digital marketing, advanced targeting and integration with digital experience tools. CCM tools are increasingly deployed in the cloud, or as a hybrid of cloud and on-premises. These deployments mostly support adhoc and on-demand communication use cases.
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1. Gartner Market Guide for Customer Communications Management; Lane Severson, Gene Phifer; 3 December 2019.
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