The CCM Maturity Model: Managing your Transformation
From Customer Communications Management (CCM) to Customer Experience Management (CXM/CEM)
THE CCM MATURITY MODEL: MANAGING YOUR TRANSFORMATION FROM CCM TO CXM
Driven by a need for better customer experience (CX), many businesses have started to transform their communication processes so they can connect with their customers in their channels of choice. However, just modernizing your customer communications by upgrading your composition platform is no longer sufficient.
Today's consumers not only expect seamless omni-channel communications, they want to engage and interact with brands in meaningful and deeply personalized ways. This requires that customer communications and digital interactions flow out of a centralized customer experience management (CXM) strategy, which is based on having a full understanding of how customers think, feel, and behave.
This shift from CCM to CXM goes deeper than just investing in new technology. Organizations typically need to find new ways of working together. While new technology is emerging that enables organizations to overcome silos and give control to business users, the transformation to CXM often also requires organizational and culture changes.
In this white paper, Aspire Customer Communications Services provides its perspectives on how organizations can evolve their CCM practices into CXM. The CXM maturity model helps you understand where you are in the evolution to better CX and lists practical next steps in terms of what you can do to advance the transition.
KEY RECOMMENDATIONS INCLUDE:
With the majority of businesses identifying improving customer experience as a top boardroom priority, the time is now to think how customer communications can be evolved into customer-centric interactions to improve customer loyalty and profitability.
The CCM-to-CXM maturity and value assessment models are excellent tools for business leaders to understand where they are in their transformation, help them define forward-looking vision, and discuss where they want to go next.
While upgrading to modern technology may be required, it is equally as important to think through organizational structures, information flows, and team culture. CXM requires organizations to define customer value holistically, understand what sequence of interactions (or customer episodes) ismost crucial, and create communications and interactions from a position of insight.
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