How to Manage Marketing & Customer Preferences in EOS
We’ve talked quite a bit about customer profiles in Ecrion Omni System (EOS), managing information and customer preferences in one location to perfect your documents. What channel do they prefer? Do they want interactive documents? How does it all work?
The goal of most Customer Communications Management (CCM) offerings is to be an all-in-one solution, as flexible and agile as possible, enough so that businesses no longer need to create a new block of code to connect their CRM system with document templates. Without a CCM solution, this would be done in-house or with the help of a third party. One instance takes more time, the other costs more money. Here’s how CCM saves on both.
Customer Preferences, Templates, and Distribution
Key to managing communications overall through CCM is customer preferences. With your traditional legacy system, there is always a need to bridge those preferences from your CRM to your templates, because otherwise the distribution mechanism stands alone.
With all of the tools in a single solution, the distribution of documents is tied to customer information, so profiles can dictate template styles, delivery format, and other variables to meet individual customer needs. How do they want their documents delivered? When are they most likely to view them? What information is most useful? The answers to these can be easily inferred from customer profiles, which are only effectively populated with CRM integration.
But it’s not just a matter of giving your customers the luxury of accurate and appealing communications. The synergy between CRM systems and communications is vital to legal compliance. Amongst the various compliance regulations across industries, best known is the mandatory unsubscribe feature in your email campaigns. Along with preference information, profiles will tell you about a customer’s willingness to engage further with your company at a given time. The status can be changed instantly, and applied to your document distribution projects, with no lag, protecting you from time-intensive, and potentially costly, legal and compliance satisfaction requirements.
Saving Time in Call Centers
Information processing in call centers drains businesses on two fronts: separate solutions in legacy systems could add steps to a Front Desk Agent’s data input process, accumulating extra, unnecessary labor hours (not to mention the hassle that comes with jumping back and forth between solutions, and more error-prone data as consequence), leading to the most urgent issue of all: customer dissatisfaction with wait times and impersonal communication.
Businesses that keep their customers want to get them right. Luckily, CCM technology allows them to do this much faster, with a much more responsive solution (because it’s a single platform). It all funnels toward a positive customer experience, because the data is more personal and the Front DeskAgents are more available.
Saving Money with Self-Administration
Here’s a curveball: we just talked about saving time in your call centers. The easy answer to this problem is “More Front Desk Agents!” But that could come at significant business cost.
So how can you save time in call centers with fewer Agents? CCM saves time and money in the same swing; the tasks of the Front Desk Agent are streamlined not by more people, but by better technology. The same can be done for the direct, on-demand customer experience, allowing customers to bypass the call-center altogether.
This not only saves businesses the cost of hiring extra Agents, but also serves the customer’s need for autonomy and instant response. Many customers today prefer their independence, so businesses are empowering them with options to avoid phone wait times altogether.
The tools in a CCM solution provide an interface for your staff as well as for customers to change their information and preferences. For example, if a customer has a change of address, they can input it immediately. If they prefer to be contacted by a different channel, CCM allows them to self-select that as well.
The push for agility by solution providers is an effort to get businesses showing value the best they can, either with an efficient staff or a happy, self-sufficient customer. Depending on who the customer is, they will be satisfied by one mode or the other – maybe both, at different times.
Your company can always be up to date on this, delivering the appropriate document types, by the right channels, accompanied by the marketing pieces that are most relevant to the targets.