Unveiling the Idea Behind CCM and Its Transformation to CXM

3 min read

Sending a relevant message at a proper time to your customers can do wonders for your business. Marketing experts are aware of this, so they prefer individualized customer messages. But to execute such a communication strategy at an organizational level is not as simple as it sounds. It makes you enter a maze with a complicated way out. What to do? One way is to opt for Customer Communications Management (CCM) solutions.

CCM leverages your customer data to help you cross-sell

Gathering customer data is a herculean task but using it for your benefit is more than that. Data can help you know customer language preferences and expectations. But how do you use the tons and tons of customer information you acquire? How do you cross-sell your products and services?

An automated way, using a template, can be a boon here. It streamlines the communication process for business users, who now have the desired template to work in and maintain. You can get the document composition or programming done as per your needs. It will give you a communication path to fill in data and correspond with your customers effectively. It makes customer communications indispensable to success in digital transformation—and CCM can help you with this.

CEM solutions improve your Customer Experience (CX)

CCM is now sharing the spotlight with the new kid in town: Customer Experience Management (CXM or CEM).

All your customers are different, and so are their requirements. Therefore, a one size fits all approach will not work here. One might like correspondence via email, while the other still clings to the hard copy. You must use different channels to communicate with them in a personalized way. For this, you should have rules that synchronize with your desired outcomes. A CEM strategy helps you in this pursuit and automates the entire process of customer correspondence.

How does the contemporary CX mechanism work?

The new world of Customer Experience cannot be measured by 8.5 x 11 pages. We now live in a world of 280 characters or less. It is vital to deliver communications over multiple channels (SMS, social media, online customer portals, and Artificial Intelligence (AI)) to meet the expectations and preferences of customers. It can help you meet your company’s CX goals. To remain relevant, companies must not only provide omnichannel services but embrace the evolving trends and requirements of CXM.

How has CCM evolved to become CXM or CEM?

Customer Experience (CX) was changing even before COVID-19, but the pandemic hastened the move toward digital communication. It has reshaped the entire business world and its outlook on customer experience. Further, AI’s role in customer service has also changed basic assumptions. Today, Artificial Intelligence does more than just route questions. Many systems have learned enough to answer basic questions with the “person” on the website chat, a function of AI. The good news is CCM platforms have evolved into customer experience hubs with email, SMS, digital communication modules, and add-ons, making campaigns and assets management easier. No matter the medium, adeptness at implementing CCM platforms that measure and monitor responses, allowing customers to change how they want to receive messages, bills, and statements, is important.

What does that mean for your CCM strategy?

It means finding a way to adjust your CCM strategy towards a holistic and transformational CXM strategy that makes it possible to hyper-personalize your communications while reducing costs and enhancing customer experience. Modernizing your CCM strategy with the right technology and support will allow for digital growth. It will give customers more control over their documents and allow you to achieve a better ROI from your license investments, streamline policyholder communications, and future-proof the ability to meet evolving customer expectations

Finding ways to effectively implement a Customer Experience strategy improves customer communications. It also takes the guesswork out of how to communicate, allowing your clients to focus on what to communicate. To be competitive in this market, businesses must leverage the investments made in current communication systems.

Final Thought

The communications management solution is designed in such a way that it meets your customers’ requirements. It aims to help you retain your customers and improve their Customer Experience. CCM platforms focus more on personalized and interactive document compositions or programming. Still, using technology in the best way possible is up to you. You can decide what type of experience you intend to offer your customers.

At BelWo, we can help you bridge the gap between your goals and the customer experience.

Our team of certified professionals assists clients daily in mapping out customer communications. We provide consulting services to make your transition to communication management smooth.