Customer communications involve a number of moving parts. Developers, managers, and customer-facing users are all stakeholders taking on specific tasks in this collective, large-scale effort.
But with such a wide range of talents, each using software from twenty different places, communications can get complicated. If the quality of the documents isn’t compromised, it at least takes a toll on your staff. You could easily be wasting valuable energy, time, and money on something as fundamental as customer messaging.
But you don't have to! Customer Communications Management (CCM) not only makes things less complicated, but can actually end up earning you more, with more perfect emails, texts, and individual documents.
One Unified Platform
Out of Many, One.
Many companies still house a combination of solutions from different outside developers, along with tools developed internally, to create unique systems that fit custom needs but are hard to update and scale.
It could be that one of the solutions providers went out of business or no longer offers support for a legacy system, or it could be that the tools have just run their course. Of course, companies will respond to this by replacing individual solutions ad-hoc--developing or purchasing new ones.
The tragedy here is that, the further systems get updated like this, the more costly (in both time and revenue) it becomes if/when they crash. Customer communications might seem trivial to some, but they are directly linked to customer data – and customer data is key to maintaining and upselling current customers.
If all of your data is stored in your existing system, you want to be sure it is safe. So one of the driving features in existing CCM platforms is: instead of bolting on solution after solution, they present a single solution containing all of the features of your system, enhanced. The fact that it’s all in one place means that only one thing gets updated with time, and your data isn’t scattered in various places.
With divided á la carte solutions, your team is also divided. Departments almost have to work blind to each other while siloed in programming, writing, design, oversight, and more.
These tasks have been isolated in the past, because the assumption – for whatever reason – was that they are different specializations that don’t need to be understood by each other.
There’s also the inverse of this, where the IT department simply does everything – from programming to design, because in-house solutions are sometimes so complex that you need a background in computer science to use them.
Whatever the case, CCM allows for a divide-and-conquer approach, syncing the individual aspects of the work in such a way that, while they get to be isolated and focused, they are not blind to each other.
This is accomplished by a simpler interface shared by the whole community, not just siloed off to a specific department. Programmers deal with their part, and likewise with everyone else, but CCM translates it across departments, and gives even the most non-technical managers the ability to oversee every part of the process.
The same tasks can be done, but with a more natural, high-level language to connect them.
Unified, Consistent Brand
The Whole Package
Staff that cooperates effectively, and software that streamlines each task, results in a cleaner package for your brand.
Whether we’re talking about one document or a whole collection of them, they have the opportunity to shine when the work behind them is easy and efficient. And with a CCM system, your marketing or branding team can specify a style sheet to be used across all documents and outputs, unifying your look and feel regardless of which team originates the document.
Your business, instead of throwing together various disjointed materials, can circle around a single platform hosting many tools. The end customer, receives a complete, engaging package at every touch point. Single documents will deliver a personal experience, and a batch of documents will reach every destination with pinpoint accuracy, all because processes were simplified from the back-end to the front-office.
As business look back, there is nothing more important than a collection of individual customer touch points – each one was either make or break. So, this is why, looking into the future, they should look to optimize these interactions by adopting a single Customer Communications Management platform to gain the most utility from their time and personnel.