Would you rather machete your way through a murky forest rank with hazard or, given the ability, just fly over it? This is essentially what a company is asking when it encourages you to pursue an integrated CCM solution.
The story here is that many companies employ various solutions from different places to account for different customer communication needs. We've counted up to 57 document production solutions under one roof. Maybe they’ve developed and maintained their own in-house software for years, or outsourced a combination of various software developers to achieve the best-fit system – maybe it was some combination of the two. We’ve discussed before that these options are difficult and expensive to maintain over many years. So, again, we’re poised to bring up the word “future-proof”.
Addressing Technological Limitations:
Unified Solutions Are Future-Proof
The big ticket of our age is integration. I like to call it “the whole thing”. There are a ton of customer communications solutions out there, all boasting superiority in one feature or another, but rarely providing the whole thing. Having all of your solutions in one place, from inception, to production, to delivery, can unify your processes and ensure that your system is ready for update in a single sweep when necessary.
What underlies that is much more. Today’s reality has most companies struggling to deliver by both modern and traditional communication channels. It sounds unthinkable, but it’s true – many large corporations still have this issue. Implementing SMS capability, when it isn’t inherently present in the solution, might just involve adding-on a tool from an outside software company. It could take too many months to implement, and too much money to maintain alongside your other solutions.
Integration would solve this, and it would ultimately solve the problem of keeping your communications systems up to date – companies with several solutions under one roof will have an impossible time of this, and it will only become more difficult in the future, whether it’s adjusting the staggered solutions they have in place or implementing an end-to-end, sprawling one.
But future-proof does not only have to mean saving money and time. It can also point to revenue generation. When we talk about defying limits, we’re including fully interactive documents that turn customer communication into a two-way conversation. The elements within these – animated charts, graphs, targeted ads – are clickable and transmit data pertaining to their usage back to your company. In this sense, “future-proofing” is more than a precautionary measure, but an active growth mindset.
With digital experience documents, you have the ability to:
- Express more than you would on paper or a traditional customer-facing document
- Learn about your customers, fill your data banks to the brim
Addressing Human Limitations:
Unified Solutions Integrate Workflows
Of course, we still have the human factor. Customer communications processes have been restricted to IT departments in the past; creating and editing templates has required technical jargon with conditional logic and formatting expertise more often than not. And everyone’s been cross-training.
Humans are slow to begin with, but when forced to multi-task and juggle items outside of their comfort zone, and for that to become normal, the process can lag. The more solutions present under one roof, the more people there are managing them, the more convoluted their communication becomes…that’s without even mentioning the resulting customer-facing content.
Sound customer communications need controlled, specialized work environments. The Content, Marketing, Financial, and Regulatory aspects can be dealt with independently, and opportunity to oversee these collective efforts can be provided to ensure a quality, compliant, unified message (a colleague of mine calls this “divide and conquer”).
This agility and workflow integration exists to replace tedious manual processes, delegating tasks to specific, access-based work environments, also providing opportunity for high-level controls to govern the process. The fact that a solution is unified – end-to-end – means that it maintains a consistent jargon through and through, supported by natural language capabilities that allow for the single-minded outbound messaging that attracts customers. This portrait of customer communications management, counter to the IT-exclusive domain, transforms it into a top-down effort.
Addressing Overall Performance Limitations:
Unified Solutions Are Fast and Strong
Some document production solutions flat-out do not perform as well as others. All things considered – workflow, delegation of tasks, multi-channel delivery – the ability to generate documents and get them out the door faster, with fewer errors, starts with the rendering engine. If you’re looking for top scalability, and you’re not getting up to 100 million documents per day – that’s 100 million fully compliant, engaging, targeted customer documents, with our fully integrated solution – you may not be getting the most out of modern customer-facing document capability.
A successful customer communications management effort relies on the optimization of the relationship between bulk delivery and engagement. How fast can you deliver? By how many channels? Can you make the individual customer feel engaged? In these areas companies have felt their limitations, but the emergence of unified solutions has aided them in going beyond.
The Ecrion Omni-System is a universal, end-to-end, document-producing, template managing, workflow-integrating solution that performs all of the above. Think of it as a Super Solution.