What is Customer Communications Management (CCM)?
Customer Communications Management, often abbreviated to CCM, relates to the creation, delivery, management and optimisation of large-scale customer communications.
For organisations with lots of customers, such as utility companies, insurance providers and banks, communicating with customers can be challenging. Not only do these organisations need to send timely, relevant communications to their customers (including things like policy documents and financial statements), but they also need to comply with complex, changing regulations.
Organisations need to be able to send accurate, compliant communications, while retaining the ability to be creative and responsive to changing needs. And they need an audit trail to demonstrate who sent what, when, and to whom. As you can imagine, these organisations can’t simply type out letters every time they need to communicate. They need a system for managing the complexity of mass communications, as well as tools that help them send engaging messages using all available channels (email, SMS, HTML etc).
When people talk about CCM, they often mean the software that makes it easier to manage customer communications. CCM solutions (also called platforms or applications) typically provide an entire workflow, so that organisations can create, edit, approve, send and monitor their communications from a single interface.
Different stakeholders can use the same CCM system to conduct their tasks. Communications can craft the messaging. Marketing can add up-sell and cross-sell offers. Compliance can confirm that everything is legal. And managers can sign-off the content. All of this can take place within the CCM solution, giving you greater visibility over the status of different communications – and fewer bottlenecks.
Let’s look at some of the different formats that digital customer communications can take.
The ubiquity of mobile devices means that organisations can make life easier for customers by using the technology in our pockets. For example, if a bank needs to confirm a customer’s identity, they can use the customer’s smartphone camera to capture a high-res scan of their ID. Or insurance companies can send contracts by email and collect customer signatures digitally – with no need to print and scan paper documents.
These technological advances are great for customers, and also simplify the process for organisations, and increase the rates of customer sign-ups.
CCM platforms (including DocCentrics) can create a range of on-demand and self-serve customer communications. This means customer communications such as letters, bills, statements and policy documents can be made available for customers to access at their convenience, both online and via mobile applications. This can dramatically reduce the number of enquiries received by contact centres, and also improve customer satisfaction.
As we suggested above, banks and insurance companies can’t write letters to individual customers. The solution is to create libraries of approved content modules that can be used in different circumstances. The CCM software then builds communications according to pre-defined rules. So when a customer needs a bill, the CCM software creates an email based on that customer’s data, their preferences, and all of the other rules (e.g. customers might be offered a discount deal after several months of their contract), drawing from a library of approved components (text, images etc).
By building customer communications with approved language determined by established rules, organisations can quickly and efficiently send brilliant communications to all of their customers.
Customers often need communications when a certain event takes place. This might be a birthday, the anniversary of an order, or a particular action (e.g. abandoned order, customer service call, complaint). CCM solutions make it easy to create rules governing these communications, so that messages are sent automatically when these events occur. This kind of customer-centric communication can be incredibly powerful, particularly when organisations send the right message at the right time.
Why is CCM important?
As we’ve discussed, CCM is an essential tool for organisations that need to communicate with lots of customers. Trying to manage large-scale customer communications without a dedicated CCM solution would be incredibly time-consuming, costly, inefficient and prone to error and duplication.
But more than this, CCM solutions give organisations the means to do more with their communications. Rather than simply sending ‘good enough’ communications, organisations can use CCM platforms to send more engaging, timely and creative communications. By sending better communications, organisations can improve the customer experience and retain more of their valuable customers.
Todays customers have high expectations. CCM solutions are a powerful tool for exceeding those expectations.
CCM and management information
By sending all your customer communications from a single platform, you can enjoy a clearer view of the success of your campaigns. With DocCentrics, for example, you get a range of management information (MI) included within your dashboard. This means that you can easily monitor the effectiveness of your communications and identify opportunities to improve.
CCM from DocCentrics
If you would like to know more about switching to a modern, digital CCM solution, get in touch. Our friendly team can talk you through our CCM platform and find out more about your challenges.
DocCentrics can help you:
- Digitise your entire customer communications system
- Simplify your customer communications workflows
- Accelerate the creation and delivery of communications
- Optimise your customer experience
- On-board and retain more customers
- Increase your up-sell and cross-sell rates.
Contact DocCentrics to find out more.