Why Big Businesses Choose CCM

In our last post, we explored how small businesses are turning to Customer Communications Management (CCM) for the growth prospects afforded by increased customer retention. Big businesses can benefit in many of the same ways, but there are also opportunities unique to longstanding, developed firms with hundreds, or thousands, or millions of customers. 
 

An Economical Alternative to Legacy Systems 

Sizable companies that have been around for a while often house different communications solutions from various providers. You might manage customer data, document production, design, and delivery all as individual tools, together in a legacy system, where the IT department is tasked with ensuring the pieces run together smoothly.  

Maintaining these systems can get complicated. Even the highest-functioning legacy system poses some financial and operational risk to your internal activity. When the solutions come from different places, the integrity of the system is staggered – you never know when one solution will be permanently out of service (depending on how old it is, it could crash or the provider might no longer provide support), in which case you would spend valuable time and funds reworking the entire system to keep your communications afloat.  

The longer you manage a legacy system, the more likely this is to happen. You could spend the money to fix it, but then you would still be just as vulnerable as you were before. Customer Communications Management (CCM) frees you of such hassle. When all of your needs are solved by one comprehensive solution that offers support around the clock, it eliminates the problem of shopping individual solutions that fit your specific setup, and the costly implementation that follows.  
 

Communications to Scale 

Whether you’re a single branch or a large company with several branches, a Customer Communications Management (CCM) solution might allow you to produce documents twice as fast as a legacy system, for however many customers you want to reach.  

You have the choice of whether to implement CCM in the cloud or on premise, whichever is best suited to your infrastructure. The mission-critical documents you create can then be securely stored in the cloud or on your own servers.  

You are then in position to send perfectly targeted communications to every customer you serve: with omni-channel delivery, you can send documents by SMS, email, print, and more, while legacy systems might employ separate solutions for each delivery method. With CCM, you can engage each customer on the channels they prefer, and your communications can further adapt to their needs as the customer relationship progresses.  
 

Workflow Management

Time is one of the most important bits of value delivered by CCM. The resources poured into managing complex legacy systems are better spent elsewhere, as demonstrated by big businesses that have already managed to upgrade.  

With Customer Communications Management (CCM), your document production, and other communications activity, is no longer restricted to your technical personnel. It’s a much easier environment to navigate, giving anyone on your team – content writers, graphic designers, managers, etc. – the ability to apply their expertise to the document creation process. Now the IT department can devote more energy to ensuring that customer data and communications are secure and running smoothly, without having to dabble so much in graphic design. 

Collaboration is an important benefit of CCM, but along with that comes the ability for managers to oversee the operations with greater ease. While each contributor to the document creation process works their magic, managers can exercise their roles in overseeing each step in the process to completion. Whatever the phase, executives and project coordinators can keep a close watch over progress to make sure tasks are being completed to their fullest potential.  
 

Conclusion

No matter the size of your business, there is a way to fit a Customer Communications Management (CCM) solution to your needs, and to meet the needs of your customers. While many larger companies might think they are exhausting every possible revenue stream to turn a profit, many are also not aware of the benefits of optimizing customer communications processes to create and send out perfectly targeted documents.  

Pleasing the individual customer, playing to their convenience with the right data and delivery methods, can boost retention, increase sales, and raise brand notoriety in the long term. All relationships profit from the right communication. It’s no different between businesses and their customers.