Organizations have become more customer-centric as they understand the requirements of fast-paced and digitally enabled customers. In an urge to build loyal customers, they are now moving their online communications from outmoded business model to a sassy and digitized one while focusing on offline communications too. However, there is a huge disconnect between the online and offline communications in terms of the context and messaging being delivered.
Customer Communications and Customer Journey
Digital Transformation of Customer Experiences via web, email, voice and social is helping businesses proactively form strategies and deliver seamless communications. But offline communications such as contracts, welcome kits, statements, invoices, tax forms, reminder letters, are equally important to create an overwhelming customer experience journey. These offline deliverables are often overlooked as a result of which inconsistency in communications take place.
The tangled process, complex infrastructure, legacy platforms, changing laws, etc., are the major hurdles that organizations face in integrating all their communication aspects to deliver a unified experience. Moreover, the document-heavy organizations are outsourcing their offline communications to 3rd party vendors which have led to:
- Inconsistent and irregular printing
- Increased postage/mailing costs of documents
- Regulatory risk
- Low-level governance framework
- Considerable turn-around time due to manual processes of crafting these documents
- Inconsistent customer experience
Thus, making organizations incapable of delivering streamlined and consistent communications across the entire customer journey.
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The Disconnect between the IT and Marketing
With the traditional offline communications, the major challenge is that they are mostly driven by IT and Operations teams so that the sanity of the delivered documents can be ensured. And, creating a single document includes outputs from multiple disparate and legacy systems, which also involves compliance and regulatory risks.
The entire process has multiple levels of approval which is time-consuming. In fact, none of the processes here are aligned with marketing and customer experience goals and are mostly operationally driven. As the CMO and CXO are not involved in aligning these traditional communication processes, the message delivered by the IT on these documents is completely different from the messaging being delivered on other online platforms.
The major reason behind this disconnect is the legacy platforms that have held back these organizations from innovating and delivering exemplified customer communications. Also, the traditional approach where the IT and operations team is involved in creating offline communications needs to be rethought to avoid the gaps and inconsistency between the different channels.
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However, the customers’ demands have reached sky heights and it calls for these organizations to adopt a unified practice to ensure that these online and offline communications go hand in hand for delivering seamless customer experience.
Where CCM and CXM meets?
Delivering great customer experience isn’t a day’s task. In fact, it is the experience that the customer gets out of all the interactions that take place. Thus, it becomes quintessential for organizations to deliver communications that are highly personalized and relevant to the customer’s needs. This can be only done by mapping the entire customer journey from the point he speaks with the salesperson to the point he is on-boarded and till he receives his monthly invoices, statements etc.
The entire customer journey mapping will help the organizations in differentiating themselves from the competition by providing services that are customized and designed as per the customer’s expectations. Also, the CXO, the CIO, and the CTO will get end-to-end visibility into the entire customer experience.
Those who have already merged CXM and CCM are enjoying benefits in terms of cross-channel communications that are streamlined, consistent, personalized and relevant across the entire customer journey.
Thus, there is an immediate need for organizations to have a centralized customer communications management as a service that can track the customer’s behavior throughout their buying journey.
With FCI, organizations can deliver amazing customer experiences and manage consistent & continuous information flow throughout their life cycle.
Now it’s time to think beyond the legacy systems and adopt a holistic approach that empowers your entire customer journey!