Customer Communication Management is defined as the process to compose, format, personalize, distribute and monitor content (physical or electronic), for external communication. CCM Solution is a set of Information Technology tools that help an organization:
Different communication channels are deployed depending on context, purpose, compliance, frequency and cost. For regular and structured communication like Financial Statements, Bills, Account notices etc. Offset and digital prints, E-mails and SMS are generally the communication medium deployed. For a more interactive disposition like Public Relations, Advertising, Trade shows, the company uses Social Media, offset prints, websites, blogs etc. Portals and mobile serve the on-demand communication channel offering self services like Order confirmations, On-line quotes etc. Each Channel is targeted at a specific target audience and designed according to a robust communication plan.
Need for CCM is clearly established
With the passage of time since the inception of customer communication, the concept has metamorphosed and now a clear need has been established for effective customer communication management, which acts as a single platform to manage any outgoing communication from the organization. The following fuel the need for an effective CCM solution:
Key Benefits from CCM
CCM Enablers
There are three main components for an effective CCM solution:
1. Document Output for Customer Communication Management
2. Business Process Management
3. Enterprise Content Management
These three enablers combine together to provide a CCM framework for Effective Customer Communication Management. A visual depiction of the same is given below:
Conclusion
CCM benefits companies as it is a holistic solution that integrates all forms of communication and all types of information across the enterprise. An all-inclusive approach is essential in today’s dynamic business landscape, with customer needs becoming more divergent and an unbridled mushrooming of devices and channels that consumers, agents, and third-party partners have at their disposal. CCM helps to consolidate the data (structured and unstructured) sourced from the entire range of communication channels, and creates a platform where this information can be utilized for selling, servicing, and more decisively spurting growth via new business and retention.
In the current state of the world economy, companies are introspecting and looking for more efficient ways to manage their existing resources. They are also focusing on optimum utilization of their present communication channels to increase sales. CCM’s primary aim is to gain maximum traction from every customer interaction, capture more information about customer needs, provide timely and targeted offers to enhance customer service, and drive unprecedented enterprise growth.
