Personalized Communications at Scale
Omnichannel Communications Made Easy
At first, Customer Communication Management seems like a simple concept. But when a business considers all of the different types of communications they send (such as sales quotes, contracts, invoices, statements, collections letters, product announcements, promotions, appointment reminders, and so on), the channels available to them (print, email, online interactive documents, text messages, push notifications, etc.), the chosen languages of their customers, along with their preferred formats, channels, and tone (casual or formal), effective communication quickly becomes a difficult challenge.
The fact that most organizations create documents and send messages from many disparate systems makes it even more difficult to create a consistent, engaging customer experience. Meanwhile, studies highlight the customer loyalty impact derived from positive experiences, countered with an ever-increasing likelihood of customers leaving a business after a poor one. These factors combine to underscore the importance of implementing a single, flexible CCM solution across the entire enterprise.
Ecrion’s solutions capture customer preferences, personalize communications based on those preferences, and deliver them via the customer’s selected channel. Communications are designed by business users (not IT) with a visual design tool, leveraging a pre-approved library of logos, branding, disclaimers, and other content fragments to ensure compliance with corporate and regulatory standards. Communications are then generated in batch or on-demand, incorporating data from business systems or captured from an on-line form.
Customer Communication Management Software Features
Ecrion’s enterprise CCM solution is a full-stack system that covers the entire customer communication process, from production and assembly to personalization and omnichannel delivery. The Ecrion platform is built on a strong communication management layer that enables managers to coordinate and execute the entire communication processes. The software encompasses a comprehensive set of features that streamline business communications. Find out more about them:
Omnichannel Communications
Engage customers with true omnichannel communications. Enable customers to select the communication method(s) they desire: traditional print, a host of electronic delivery channels, or a combination of the two. Deliver, in real-time, the same communication optimized for each specific device (phone, tablet, PC) that may access it. Empower customers with interactive forms and documents on any device.
Personalized Communications
Grant customers the power to define how you communicate with them. Maintain preferences such as language, channel (including print, email, SMS, online interactive documents, and more), and tone (casual or formal) with Ecrion’s enterprise communication management software. Render and distribute personalized communications based on stored preferences and customer history, including considerations such as past communications and purchases.
Communication Template and Asset Management
Leverage Ecrion’s client communication management software to build and manage all communication templates and their components (including common text elements, company logos and branding, disclaimers, and more) in a single library to ensure consistent and compliant communications across all channels. Rationalize tens or hundreds of templates into just a few, significantly reducing the cost to manage them. Empower business users with a visual designer to build and modify templates, eliminating the cost and time for IT development.
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Workflow Management
Design and build comprehensive communication workflows for enhanced customer engagement with Ecrion’s enterprise customer communications management platform. Automate the collection of data from multiple sources, application of that data to one or more templates, review and approve processes, assembly of multiple assets into a single package, multi-channel distribution and post-delivery activities. Create full workflow processes, including conditional logic, from a simple graphical user interface.
Interactive Documents
Enable customer self-service while delivering an engaging, customer-driven analytic experience that provides 24×7 view into their real-time account data from any device. Deliver the desired information to each individual customer while reducing call center costs. Empower customers to control their experience in a manner consistent with the company brand and image. Produce responsive documents that encourage customer interaction with Ecrion’s customer communication management platform.
Digital Forms
Collect data from customers via self-service forms, or from call center agents, field personnel or outside agencies using Ecrion’s customer communication management platform. Create interactive correspondence by applying user-entered data directly into documents, emails and more. Generate personalized sales quotes, create new customer accounts, initialize new support cases, gather new sales leads and more. Interact with customers 24×7 with a self-service portal that automatically scales to the device in use.
Standardization and Compliance
Leverage Ecrion’s customer communication management software to automate internal checks and balances by pre-defining proper approval processes for communication templates as well as individual communications. Ensure compliance with the organization’s branding standards as well as governmental regulations by establishing a standardized library of assets and creating a review and approval path that includes all relevant parties.
CCM Buyer's Guide
Request Ecrion’s 15-point buying guide, which details the top factors companies consider when selecting a customer communication solution.
The Biggest Customer Communication Challenges
Customers expect clarity in business communications. To provide this, companies must have access to top-performing full-stack customer communications management platforms that generates high-quality communications. Here are the biggest challenges that companies face in CCM and how these are diffused with the right software:
1. Template Overpopulation
To achieve personalized correspondence with each customer, sent on their preferred schedule, catering to channel preferences, and other variables, companies would need to manage hundreds of thousands of templates for each channel – one template for mobile, one for print, etc. Keeping track of this many unique templates is virtually impossible to do without a solid system in place.
Solution
The number of templates can be significantly reduced by using enterprise customer communication management software that creates templates that can be used on multiple channels. Along with omnichannel communications, this provides 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 Documents and Data
Finding a file in a system with no naming schema can be chaotic and exhausting. Different people organize things in different ways and abbreviate things differently. Employees working together in the system often results in multiple naming patterns for documents and templates. At company level, this leads to a cohort of documents and digital assets that is extremely difficult to manage, and that makes employees prone to errors.
Solution
Customer communication management software can make a difference. With integrated metadata tags, filters, search and sort features, finding a specific template to use can be instantaneous. Moreover, when working with efficient multi-channel templates, narrowing down the search is that much easier.
3. Successful Workflow Supervision
Customer-centric communication entails outbound communications with multiple contributors. From data generation to branding to content writing, these activities must be overseen to ensure accuracy, compliance, and effectiveness. Without thorough supervision, errors can be easily overlooked, which makes the company liable for fines and even lawsuits.
Solution
Customer communication management software provides effective governance through flexible and integrated version control. Managers can oversee different environments to review and approve the processes, follow audit trails, and enforce policy.
4. Uniting Technical and Non-Technical Staff
Most companies find it challenging to provide an environment where technical and non-technical staff can work together successfully. In most cases, 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.
Solution
Client communication management software provides workflow integration and replaces tedious manual processes, delegating tasks to specific, access-based work environments, also providing opportunity for high-level controls to govern the process. Unified customer communications management software employs a consistent jargon throughout the entire platform. The system is intuitive and easy to use by both technical and non-technical staff members, which transforms customer communication management into a top-down effort.
5. Change Request Backlog
Customer communications used to be one-way outbound monologues, but nowadays companies must create a dialogue with their 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 over time. This makes for a backlog of ever-shifting customer communication assets that fails to make progress in building that conversation.
Solution
An all-in-one customer communication management software provides organizations with an efficient infrastructure that manages data and document production together. This allows them the flexibility and agility to create and deliver entire document batches in a matter of clicks, making it far easier to keep the customer dialogue running effectively.
6. Correspondence Management
Generating personalized ad-hoc letters is a major challenge in customer communication management. Organizations sometimes struggle to create customer-specific correspondence that also lines up with brand image and the company’s quality standards.
Solution
A solid client communications management platform streamlines customer correspondence. 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. Customer communications software provides quality assurance and personalization in your ad-hoc letters.
7. Incomplete Services
Implementing extra capabilities when these are not inherently present in the solution requires connecting additional tools from outside software companies. The implementation of such tools is time-consuming and costly and could result in compatibility issues. Moreover, the long-term management of a system with add-on tools is extremely challenging.
Solution
A comprehensive CCM solution has the full range of features in one place, from inception to production to delivery, which can unify company processes and ensure that the entire system is ready to be updated in a single sweep when necessary. Implementing full-stack customer communication management software saves companies time and money and ensures technological efficiency.
The Benefits of Using Ecrion’s Enterprise CCM
Ecrion’s top-of-the-line customer communication management software optimizes customer dialog in all its complexity, maximizing customer reach, communication efficiency, and increasing customer satisfaction. Here are the benefits brought by Ecrion’s software:
1.
It creates a tailored customer experience through personalized customer communications.
2.
It leverages omnichannel communications to reach customers on the channels of their choice and on their preferred schedule.
3.
It promotes brand assertion as well as customer data collection via interactive documents.
4.
It stimulates employee collaboration by providing an easy to use platform for both technical and non-technical team members.
5.
It is a full-stack CCM that covers the entire customer communication process – from production to assembly to distribution and data collection.
6.
It enables companies to produce standard-compliant communications and modify templates periodically to stay up to date with changes in standard requirements.
7.
It enables complex template development and modification that is entirely independent of IT involvement.
8.
It is scalable for seasonal demand surges in production volume and it is able to keep up with business growth.
9.
It allows companies to automate and map the customer journey and direct users to their destination.
Learn More about Customer Communications
Find out more about the many advantages of using customer communication management software from our collection of infobriefs and infographics. For even more information, explore our resource library, our LinkedIn page, and read our CCM news blog.
Ecrion Enables Stronger Customer Connections
Organizations worldwide leverage customer communication management software by Ecrion to enhance their customer experience, reduce operating costs, and take control of their customer communication processes. Thousands of companies across a broad range of industries ensure compliance with corporate branding and legal standards while establishing genuine connections with their customers—one at a time.
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