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Evolving CCM and the journey thus far (1980-2020)
The late eighties saw the launch of a revolutionary product, Customer Communications Management (CCM) software, a product that made an immense impact in the market. Banks, Telecom companies, Insurance companies and Financial Institutions introduced Customer Communications Management software for their transactional documents such as SOA, Bank account Statements, invoices etc.
Today, four decades since the launch, the CCM engine has made a mark in the domain of Customer Service with enhanced Customer Experience being the major advantage delivered. CCM is no longer defined by print and documents. The CCM solution has made its way into centralized communication platforms, customized to meet the requirements of the user.
A powerful Customer Communications Management Software delivers business value for organizations and improves customer experience amongst the many other advantages it offers. CCM provides exhaustive records of all client communications, tracking the outbound and inbound correspondence, and brings the contact records together from various correspondence channels. It includes print, messages, PDF’s, SMS, instant messages and much more.
What does the CCM do for business? A lot…
CCM software helps organizations to develop a tailored Communication specific to customer needs. It helps enterprises enhance the Customer Experience journey, keeping the engagement levels high thus increasing brand loyalty. With the help of the CCM Platform, enterprises can provide their customers with real-time communications that are faster, accurate and relevant. Additionally, customer queries can be handled in real-time across multiple channels. The other benefits include outstanding CX, seamless experience, Omni-channel customer journey, reduced costs, increased operational efficiency, reduced manual work, the list is endless.
Types of Documents used for CCM: There are three types of documents usually sent to customers by organizations. a) Structured Documents b) On-Demand Documents c) Interactive Documents
- Structured Documents: Commonly used by organizations, these documents are pre-designed and do not require much changes to be made. Examples: Statements, Bills, Invoices, Standard communication mails etc.
- On-Demand Documents: This process can be either automated and or done manually. As the name suggests, on-demand documents are those instances when organizations call for documents on priority. The CCM software helps generate documents from various incoming channels such as Web, Social Media, phone, email and other sources as well.
- Interactive Documents: These documents are highly personalized documents addressing the needs of a specific person / entity. The CCM software is routed to the consumer database, which will then pick the relevant contact and deliver the relevant message to the right recipient. Examples of these documents are Agreements, Offers applicable to a certain groups or organizations, and all kinds of documents personally addressed to a certain recipient.
Getting the most out of CCM
Today, innovation in technology is changing dynamically and CCM is increasingly used to enhance the digital customer experience.
However, the major challenge is keeping the customers engaged with businesses and retaining them. Unfortunately, according to market insights, most of the organizations prioritize the interactions with customers in the initial stages and once the business grows, Customer Communication gets deprioritized and attains a second place. Meanwhile, new players enter the market with a highly prioritized Customer communications, which becomes a crowd pulling factor; eventually the old existing players lose the business.
A comprehensive and agile CCM solution not just delivers the communication but ensures the contextual relevance of the messages sent, whether by emails, push notifications, alerts or SMS. These features enable ease, convenience for the customer making his journey worthwhile.
The challenge today is choosing the right CCM software, one that has excellent features that keep the customers engaged by the organizations. So, what makes a CCM software perform better than the others, and what is the competitive edge?
Few pointers that can determine the business value a CCM software promises:
- It works across any vertical: This implies the CCM has consistently catered to enterprise communications needs across multiple verticals – telecom, banking, insurance, government, utilities, and others.
- It elevates Customer Experience: When the CCM has created valuable customer experiences for more than a decade.
- It bridges data silos : Providing clients with pre-built connectors adapters, and data virtualization technologies, a comprehensive CCM solution helps modernize existing legacy infrastructure instantly and there is no need for long, drawn-out transformation Projects.
Apart from the aforementioned here is what one needs to know:
Credibility: When a solution is recognized by Research agencies such as Gartner and Aspire in their market guide, it adds credibility. Gartner and Aspire keep a close watch on industry trends and evaluate vendors in this domain. It is always good to choose a vendor mentioned in their reports.
“Recognized by Gartner as a Representative Vendor in their Gartner Market Guide for CCM.” Read more.
Outstanding Features: Technically Sound, User Friendly, Highly Automated, and Used across the Globe.
Tried and trusted by Fortune 500 companies across the world. Download the Datasheet here!
According to Gartner, “Customer communication management tools are using AI and cloud deployment options to improve customer experience. Application leaders should use this inaugural Market Guide to understand this market and inform their choice of digital workplace CCM applications.”