Customers desire clarity in your communications with them. This calls for order in the processes involved in generating your customer-facing documents. Here are five sources of chaos in Customer Communications Management (CCM) that can be diffused with the right solutions.
1) Template overpopulation
In order to achieve personalized correspondence with each one of your many customers, sending on the preferred schedule, catering to channel preferences and other variables, you would have traditionally needed to manage hundreds of thousands of templates for each instance – one template for mobile, one for print, etc. Keeping track of this many unique templates can make it difficult to stay organized: it leads to chaos.
Businesses can reduce the templates they manage by half with a solution that creates templates used for multiple channels (we call these channel agnostic templates). Along with omni-channel communications, this gives you more touchpoints than templates, which is ideal for a business trying to minimize cost and improve customer engagement simultaneously. Documents can be made channel agnostic with reusable components, conditional content, and conditional fonts, logos, and other branding elements.
2) Finding the right templates and documents
How many times have you tried finding a file in a system with no naming schema? That can be chaotic and exhausting.
Different people organize things differently, even abbreviate things differently – if you have a team working in the system, you're going to have at least as many ways to name documents and templates as you have team members! With so many documents and digital assets, this makes it tough to scale.
Things can be different now, though. With integrated metadata tags, filters, search and sort features that follow Google’s “search” paradigm, finding a specific template to use can be instantaneous. And, with a need for fewer templates than you had before, it’s easier to narrow down the search.
3) Managing Change
Customer-centric communication often means that all of your outbound communications have multiple contributors. From the data, to branding, to content writing, these activities can be optimized when they are overseen for accuracy, compliance, and effectiveness. How are you managing this oversight?
Governance is integrated into CCM solutions through flexible and integrated version control. Managers can oversee different environments to review and approve the processes, follow audit trails, and enforce policy. Constrast this with what most businesses are accustomed to: documents are managed within the IT department, ensuring the data is readable and accurate, and that the brand is represented
appropriately. Managing changes to documents within the IT department is hard enough, but it can get even more chaotic when non-technical personnel are also making necessary changes to templates.
4) Change request backlog
Customer communications used to be one-way outbound monologues, but these days you want to create a dialogue with your customers. Many organizations lack the infrastructure to roll out changes to templates frequently enough to meet customer needs, as well as the customer engagement metrics needed to track those needs overtime. This makes for a backlog of communication assets that are always shifting, but never really making any progress in building that conversation.
An all-in-one CCM solution gives your organization a new infrastructure that manages data and document production together, allowing you the flexibility and agility to create and deliver entire documents in a matter of hours, making it far easier to keep the dialogue running effectively.
5) Correspondence Management
Potential chaos can show up in trying to generate personalized ad-hoc letters. Organizations sometimes struggle to create customer-specific correspondence that also lines up with the big-picture brand and quality.
The features in a CCM solution can help you streamline this process. Letter-writing staff can retrieve and repurpose templates that have been approved by managers, use forms and validation to edit text ad-hoc, and store documents in a repository with the appropriate metadata. Chaos can be eliminated with the quality assurance and personalization in your ad-hoc letters through a Customer Communications Management tool.
Avoid these five sources of chaos by making the most of your Customer Communications Management (CCM) solution. If you don't have one in place, give us a call! We can help you reduce the complexity of customer communications with a single Customer Communications Management (CCM) solution.