Documents are an integral part of any organization. That is why you cannot skip the question – who should manage your document? There are primarily three different approaches, but all can offer you the best results if you embrace the document management system in CCM.
Customer communications management is not a new strategy in business documentation. It has been transforming the customer correspondence scenario across various channels for many years. Still, there are many things like the document design process of CCM, different approaches in document management, etc. that remain a puzzle for many businesses. To purge all your doubts and help you select the best approach, our CCM team tries to throw some light on them.
Three Major Approaches to Document Management
1. Instructional Approach
BelWo team has termed the first option “instructional” because this is a more traditional method that relies heavily on technical specialists receiving frequent and detailed instruction from document contributors and owners. Envision here the subject matter expert relaying their requirements to IT personnel, who may not have much background in document design or production, let alone legal or marketing matters. Unlike the other two that are more involved in document production in CCM, this approach may be the least desirable due to the significant differences in skills and expertise across all those involved, and because the constant back and forth is a permanent feature of this option.
2. Empowered Approach
The empowered approach is a new trend in document management for CCM. Here, technical experts in IT administer a document system, which lies behind a User Interface(UI) allowing document contributors and owners to manage their own content. In other words, the work of IT empowers less technical personnel to participate directly, while keeping the most technically demanding tasks in the hands of IT. This approach takes some knowledge gaps out of play and reduces the back and forth of the instructional approach. However, while it does not necessarily occupy more of the business users’ time, it does require them to learn some technical aspects of document management. The outcome of the empowered approach is that “the business” truly owns its documented content.
3. Partnered Approach
The third option, often known as managed services, passes ownership to a partner. The partnered approach relieves IT and subject matter experts from tasks that may be peripheral to their roles. Engaging document experts bypasses internal knowledge gaps and relieves technical burdens, allowing employees to focus on their core responsibilities. Here the priority is on improving the customer experience (CX) and that is why it is one step ahead of customer communication management (CCM) and more based on Customer Experience Management (CXM).
There is a heavy instructional component up front, although long-term the back and forth should lessen, and this lessening is a hallmark of managed services done right. This approach is more inspired by a document system in CXM. The best partners elicit information by asking the right questions and providing expert consultation on the path forward. Managed services can be viewed as an investment because as the partnership becomes more integrated over time, the benefits of the relationship increase.
President, Gautam Jit Kanwar, shared in his article for CU Management, that in the end, any approach to document management in CCM depends on factors unique to your organization. At BelWo we know you have specific needs today and goals for tomorrow. We would like to hear from you about where your document management is right now, and where you want it to be in the future. We can help make it happen!
