Hyper–connected consumers use technology to research, shop and purchase products, according to their needs, and preferences. They expect organizations to communicate with them on a personalized, relevant and contextual basis.
Many large-scale organizations have swiftly adopted a customer communications management (CCM) strategy but mid-sized companies face difficulty in communicating with these digital natives.
The millennial – largest age group are about to enter into prime of spending years, this will reshape the economy like never before. With product information reviews and price comparisons at their fingertips, consumers are turning to brands and services that offer maximum convenience at lowest cost.
- Choice & Multi-Channel Access: While retail outlets and agents are primary sales touch for customer centric organizations, other information sources like websites, and converged media platforms are increasingly influencing the purchase decision. Social media platform, and mobile sources – including smartphones and tablets – once neglected by organizations, have now become equally important as primary sales channel.
- Convenience & Availability: Today’s customers need services through multiple channels – print and electronic both equally demanded. Availability of information is sought in a medium and time convenient to them.
- Personalized Service: Tailored products, communications and messaging is not just expected but demanded. Reaching customers with messages that are clear, relevant and contextual, provides an opportunity to increase their knowledge, loyalty and experience.
- Transparency & Analytics: Organizations are expected to provide heightened transparency and bring down operational costs. Use customer data extensively to give an enhanced customer experience, throughout the journey of customer with them – including tailor-made products, communication, administration, query resolutions, customer service to exit.
- Legacy IT System Roadblock: Many organizations find legacy technology as biggest roadblock in adapting modern customer communication strategy. The cumbersome nature of existing technology infrastructure affects every company. Other internal factors like slow pace of delivery and cultural constraints hinder digital progress.
- The Real Customer Communication: Leveraging technology to communicate better with customers, is often confused with putting paper-based processes online or attaching PDFs to various touch points in the customer life cycle. This is at best a static, non-interactive approach to customer’s digital expectations. They expect to see & interact with content and services easily explained, personalized and optimized for the medium it is being served.
What is needed: An integrated CCM platform
Customer centric organizations, who are yet to adopt a Customer Communication Management strategy, should have a clear goal – transformation. Companies can look to address multiple issues such as legacy system integration, operational efficiency, enhanced presentation/content and omni-channel distribution.
An integrated customer communication tool like GMC inspire, OpenText Exstream or Pitney Bowes Doc1 can help you achieve this. Organizations can produce highly personalized, cost-effective correspondence on demand, interactively or in high-volume batches for delivery via print, e-mail, web and mobile – without replacing legacy systems.
Most CCM tools are modular and can easily access legacy customer data and content, which is transformed into new communications aligned with individual consumer preferences. Top benefits include – ability to consolidate multiple native data sources in a single run, regardless of output being in multiple languages, formats, fonts or delivery channels – including print, web, IM, text, email or on mobile and social.
This way legacy systems are seamlessly turned a streamlined, cost-efficient modern communications system that –
- Drives revenue through better products and effective promotions for cross-sell and upsell
- Enhances operation efficiency – do more with less efforts
- Helps improve compliance – automated workflow can selectively include or exclude content based on effective dates for regulatory filings and changing regulation
- Reduces dependency on IT – by integrating with existing legacy system & databases, it is possible to update legacy forms and provide accurate information
- Reduces error – Effective communication is not only timely but error free – a workflow with centralized content creation strongly controlled by business rules reduces margin of errors
- Enhances – presentment through – full range of data handling, layout, graphical workflow, color management, content collaboration, whitespace and message management
- Promotes Personalization – delivering right message at right time, to right customer – Communicating with policyholders per defined profiles and preferences, optimizing offers based on customer lifetime value, behavior and need
- Enhance Agent & Customer Self Service through your web portal.
- Helps you create Interactive documents – not just dynamic documents but digital correspondence that customer can interact with, having charts, graphs and other pictorial representation of customers’ information – in real time, on the fly on or offline
A CCM tool should allow you to incorporate variable designs with single production run. A cost-effective messaging strategy means using dynamic content, converting it on-demand and delivering it via preferred channel, consistently.
How FCI helps:
Our services are specially crafted to meet your requirements at each stage of your customer communications management processes. Whether you are in process of choosing a centralized platform, or looking for CCM Implementation, applications integration, version upgrades, or support to manage your CCM processes.