According to Gartner, "the demands of digital business are driving organizations to look beyond traditional Customer Communications Management (CCM)." There are numerous existing and emerging digital engagement channels, including web, mobile, email, conversational AI chatbots and others. CCM, when properly understood, is one of these engagement channels. However, its history as a purely operational activity has kept CCM tools sidelined in customer experience initiatives.
It doesn't belong on the sideline. The information curated via CCM platforms should be a vital part of the customer relationship. Forward-thinking application leaders are bringing CCM into a broader coordinated strategy that spans all customer engagement touchpoints. By doing so, they can begin to leverage CCM for marketing, CRM and new customer engagement services based on a two-way interactive relationship model.
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Gartner, Adapt Customer Communications to the Demands of the Digital Customer Experience, 7 November 2018, Gene Phifer