Automated Teller Machines are only the bottom rung. Businesses everywhere are already implementing customer support systems that are virtually indistinguishable from actual, human help. The insights provided by investment software can be frighteningly accurate. Can the financial sector be run entirely without people?
In this last section, on the heels of all the “oversight” talk, we’re hoping to tie together various components, emphasizing that Customer Communication Management is never over – it’s not a single project with a timeline. Brand identity can be forever – your Greatest Hits could sell for decades, passively, even after all the work is done. You could be a Rolling Stone. This, to reiterate, is called Customer Lifetime Value.
In this section, we’re going to highlight the ways in which a business can oversee its document production process and still remain efficient. Since every customer communication is a “touchpoint” with the capacity to impact customer acquisition and retention, we view this as a high level strategy taken on by the whole organization.
Meet Techie Lou – Ecrion’s big sister, otherwise known as his “second brain.” She might know more about him than anyone could want. But that’s why they’re friends.
Brought up in a secret technical academy for gifted youth, concealed in a distant forest, where she learned the virtues of self-care and courtesy (and mixed martial arts), alongside various computer languages, Techie Lou has vowed to take it to the streets.
In this section, we are going to talk about recording an album – er, keeping record of your correspondences. The purpose of this will be enabling you to log your history with customers, and for them to view it in turn. This is just one of the ways to serve them, and to empower them to serve themselves.
Rather than merely a piece of technology, good Customer Communications Management is better understood as a business strategy that employs the maximum potential of all its pieces. Like any system, it is greater than the sum of its most negligible strengths and weaknesses; but those pieces, directly or indirectly, always function with a singular goal in mind: Customer Lifetime Value.
This is the last in my series focused on the "management" aspect of Customer Communication Management, but certainly not the least of them. In part 1, I identified the forces driving customer communications into a unified solution: establishing consistency, measuring progress, reducing risk to critical operations, and applying controlled change. In part 2, I offered perspective on managing personalized and engaging dialogs with each customer. In part 3, I changed focus to the mechanics of internal automation and process controls.
You may have noticed something different here at Ecrion. A new look. A new feel. A new character. Well you would be right. We are very excited to introduce the world to...*drum roll*...Ecrion, the ultimate customer engagement superhero!
In part 1 of this series, I offered some key reasons why customer communications management is important, and what goals would lead one to invest in CCM: consistency, manageability, progress, and criticality. In part 2, I brought these reasons into the context of the customer experience, and how a strategic CCM investment is a customer-centric investment.
In this part, I’d like to change the focus from the company/customer dialog, and focus on internal controls. What should a CCM solution do to bring manageability to the internal production process?
CCM solutions, and responsibility for customer satisfaction, is not delegated to one group or one specific task within an organization. They involve orchestration of multiple teams, multiple processes, and multiple objectives. CCM solutions don’t just control the text on the page, or the delivery channel. They empower organizations to be a shopkeeper with a ready smile.