A company is nothing without its customers, and so a company’s success depends on delivering more of whatever attracted the customer in the first place. In the past, a quality product or service might have functioned as the sole gateway to a long, healthy customer relationship. Today, successful engagement requires a company to run on all cylinders with stellar service, an engaging brand, and a personal touch.
This has always been the no-brainer. Take away the power of the internet, along with all the people, and you are left with your product or service, whatever it might be. Your customers have always come to you for that.
In the far distant past, before internet marketing, before billboards and tradeshows, businesses would have depended almost solely on the efficacy of their products to generate word-of-mouth. Everything you did would have depended on quality.
Of course, this still stands. Quality is everything – the only difference is how technology has made it easier for you get your quality noticed. The downside is that it does the same for your competitors. With all the quality out there, what can differentiate you?
Today, we are entering a phase in commerce where, in the conversation of what brings customers to you, brand presence is virtually neck and neck with a quality product. Experience is a large part of what makes customers flock to one place over another, so your competition is always scrambling for the next solution to improving how customers experience their brands.
Companies have tried social media, email campaigns, SMS messaging, new logos, and more, all of which have demonstrated effective at delighting target audiences, making them susceptible to further purchases down the road.
Still, there are pains to this, as many companies try to manage every avenue of customer communication – from social media, emails, and document production – separately. They have been housing older, legacy systems with these separate solutions for years, which has resulted in the customer communication roles of different departments becoming isolated, causing miscommunications, slowing down processes, and diminishing the quality of the customer experience while damaging the customer relationship.
Fortunately, there is a solution to these issues: a unified, comprehensible brand image, along with all the processes and tools, managed under one umbrella. This is what Customer Communications Management (CCM) brings to the table, combining data management with document production and delivery. It acts as the central hub for all of your communications, with your team working around it to build a unified brand.
Personal Relationships Create a Better Customer Relationship
There is more to branding than just broadcasting. Today’s companies are beset with a need to reach individuals as well as much larger audiences. Mobile technology demands that customer communications follow them around in their pockets, and also that their timing and format cater to the customer’s specific preferences.
CCM offers omnichannel communication capability to meet the channel preference, first and foremost. But Ecrion Converse takes it a step further by helping your company really uncover the details of personal profiles with customizable segmentation, dashboard analytics, and engagement data. You can observe activity within your segments, discovering what works – and where – over time.
An even further step is Ecrion’s unique Customer Engagement Management (CEM) module – Ecrion Engage – which features everything to do with CCM, but with the additional benefits of the customer journey map and interactive documents. You can start by mapping out the ideal customer journey, then observe their behavior as they move through the funnel, and after that, adapt the map to match that behavior. Interactive documents play a role here, allowing you to see how customers interacted with your communications and promotional content, telling you what was clicked and what was not.
The Best CCM Software Helps Your Business Thrive
Building advocates is more than a matter of getting people to stand by your product. CCM meets the need for your business to also connect to crowds and individual audiences. All of these are of utmost importance to customer advocacy and revenue growth, a powerful triad for business success. CCM ensures that your business covers each of these fields, leading to maximum customer engagement and a better customer relationship.
Now is a great time to contact us here at Ecrion to learn how we can help your business grow and succeed. Email us at firstname.lastname@example.org; give us a call at 1-866-418-3838; or simply fill out our contact form. We look forward to helping you succeed.