{"id":115,"date":"2018-11-13T07:08:45","date_gmt":"2018-11-13T07:08:45","guid":{"rendered":"http:\/\/localhost:8080\/wp_gazette\/?p=115"},"modified":"2020-02-05T07:27:09","modified_gmt":"2020-02-05T07:27:09","slug":"the-rise-of-customer-communications-management-and-why-it-matters","status":"publish","type":"post","link":"https:\/\/www.iliveit.com.au\/blog\/the-rise-of-customer-communications-management-and-why-it-matters\/","title":{"rendered":"The rise of Customer Communications Management and why it matters"},"content":{"rendered":"

[vc_row full_width=”stretch_row_content” full_height=”yes” css=”.vc_custom_1580738914337{background: #eeeeee url(https:\/\/www.iliveit.co.za\/blog\/wp-content\/uploads\/2018\/12\/background-layer-technology.jpg?id=440) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}” el_class=”header-image-container customer-com left”][vc_column css=”.vc_custom_1542094217264{padding-top: 100px !important;padding-bottom: 50px !important;}”][vc_row_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”1\/3″][vc_column_text css_animation=”slideInLeft”]<\/p>\n

The rise of Customer Communications Management (CCM)<\/span> and why it matters<\/h4>\n

CCM software and managed services enable enterprises to streamline multiple communication channels into a single, all-in-one platform that conveys personalised offers and content to tens of millions of customers, simply.<\/p>\n

[\/vc_column_text][vc_column_text css_animation=”slideInLeft”]By Riaan Groenewald<\/a> and Tim Eldridge<\/a>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content” el_id=”preface”][vc_column width=”1\/6″ css=”.vc_custom_1542116017330{padding-top: 5vh !important;padding-bottom: 5vh !important;}”][\/vc_column][vc_column width=”2\/3″][vc_column_text css=”.vc_custom_1549008330732{background-color: #333333 !important;}”]

\"PrintPrint article<\/span><\/a><\/div>[\/vc_column_text][vc_column_text css=”.vc_custom_1550736488276{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 1rem !important;}”]<\/p>\n

Preface – There\u2019s Never Been a Better Time to Review Your CCM Strategy<\/strong><\/span><\/h2>\n

[\/vc_column_text][vc_column_text]Throughout the history of business, large enterprises have never had more customers, nor more ways to communicate with them.<\/p>\n

At face value, this is an abundance of blessings for leading brands and corporations. After all, when it comes to quantity of customers and quality of customer-contact, more is better than less.<\/p>\n

But the everyday reality of managing customer communication programmes today can be daunting, not to mention expensive, now that it involves the use of customer data to create personalised, multi-media experiences dynamically and delivering it securely to millions of individuals in a multitude of channels and formats.[\/vc_column_text][vc_column_text]The growing complexity of sending personalised correspondence at scale is one of the factors driving a resurgence of interest in the formerly low-profile category of software and managed services known as Customer Communications Management (CCM)<\/strong><\/span>.<\/p>\n

In fact, the global customer communication management market<\/a><\/strong><\/span> has been forecast to grow from US $1.4 bn in 2017 to $4 bn by the end of 2024 – a compound annual growth rate of over 16%*.<\/p>\n

So what exactly is CCM software and managed services? And how do they help large enterprises deliver personalised communications and experiences at scale?<\/em><\/span>[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content” el_id=”ccm-defined”][vc_column width=”1\/6″ css=”.vc_custom_1542116017330{padding-top: 5vh !important;padding-bottom: 5vh !important;}”][\/vc_column][vc_column width=”2\/3″][vc_column_text css=”.vc_custom_1550736535666{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 1rem !important;}”]<\/p>\n

CCM Defined<\/strong><\/span><\/h2>\n

[\/vc_column_text][vc_column_text]Research and advisory company Gartner<\/strong> <\/a><\/span>defines the CCM market as solutions that support:<\/p>\n

\u201cThe strategy to improve the creation, delivery, storage and retrieval of outbound communications, including those for marketing, new product introductions, renewal notifications, claims correspondence and documentation, and bill and payment notifications.”<\/em>[\/vc_column_text][vc_column_text]\u201cThese interactions can happen through a widespread range of media and output, including documents, email, Short Message Service (SMS) and Web pages.”<\/em><\/p>\n

\u201cCCM solutions support these objectives, providing companies with an application to improve outbound communications with their distributors, partners, regulatory bodies and customers.\u201d<\/em>[\/vc_column_text][vc_column_text]<\/p>\n

Put another way, the ideal CCM service provider offers an integrated suite of software and managed services to enterprises seeking to deliver personalised communications and experiences to millions of customers in any channel, format or device.<\/p>\n

[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content”][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text css=”.vc_custom_1550736703193{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 1rem !important;}”]<\/p>\n

All Together Now<\/span><\/strong><\/h2>\n

Modern CCM Platforms Must Streamline Multiple Customer Communication Requirements Onto a Single, All-in-One Platform.[\/vc_column_text][vc_column_text css=”.vc_custom_1550736623186{padding-top: 1vh !important;}” el_class=”margin-5″]<\/p>\n

Capable of Creating & Delivering Customer Communication Programmes For Any Channel or Format<\/strong><\/p>\n

[\/vc_column_text][vc_single_image image=”185″ img_size=”full” alignment=”center”][vc_column_text css=”.vc_custom_1550736629282{margin-bottom: 0px !important;padding-top: 1vh !important;}” el_class=”margin-5″]<\/p>\n

Compatible With Any Digital or Output Device<\/strong><\/p>\n

[\/vc_column_text][vc_single_image image=”195″ img_size=”full” alignment=”center”][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content”][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]At iLiveIt, we generally support Gartner\u2019s definition, although for us the ideal CCM solution-suite must also support:[\/vc_column_text][vc_tta_accordion style=”flat” color=”blue” spacing=”5″ gap=”5″ c_icon=”chevron” c_position=”right” active_section=”1″ no_fill=”true” collapsible_all=”true”][vc_tta_section title=”1. Personalisation At Scale” tab_id=”1548930388349-80671742-9452″][vc_column_text]<\/p>\n

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It is not difficult to send generalised communiques to your customers or discrete customer-segments, but modern CCM solutions must enable the design and delivery of hyper-personalised customer experiences at scale.<\/p>\n

To achieve this, modern CCM systems must be capable of creating tens of millions of unique \u2018content blocks\u2019 or experiences dynamically guided by information and insights in your customer data.<\/p><\/div>\n<\/div>\n

[\/vc_column_text][\/vc_tta_section][vc_tta_section title=”2. Interactive Forms” tab_id=”1548930388460-a4318494-fcd5″][vc_column_text]<\/p>\n

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In many industries \u2013 especially banking, telco and insurance \u2013 \u2018forms\u2019 used for onboarding, renewals or other contractual or information-gathering processes will continue to be essential at crucial moments in the customer life cycle.<\/p>\n

However, today\u2019s customers expect companies to save them time and trouble by pre-completing forms with the information that they already have on file and for form-completion \/ signature \/ return processes to be simple, fast and effortless (even on a mobile). Modern CCM systems must create easy-to-use, pre-populated forms dynamically and provide positive form-user experiences.<\/p><\/div>\n<\/div>\n

[\/vc_column_text][\/vc_tta_section][vc_tta_section title=”3. Multi-Media & Infographic Services” tab_id=”1548930699516-361447a4-e291″][vc_column_text]<\/p>\n

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Whereas once customer correspondence comprised mainly words and images \u2013 such as in traditional printed documents and emails \u2013 CCM platforms today must help enterprises create and deliver personalised infographics and personalised videos at scale, to meet the expectations of time-starved and video-hungry consumers.<\/p>\n

Importantly, personalised multi-media files and interactive pdfs must also be compact enough for delivery via MMS (with minimal loss of quality). Therefore, state-of-the-art rendering and file-compression software is an essential element of modern CCM.<\/p><\/div>\n<\/div>\n

[\/vc_column_text][\/vc_tta_section][vc_tta_section title=”4. Dynamic White-Space Management” tab_id=”1548930724149-ca2729b7-e10c”][vc_column_text]Personalised web-pages, paper bills, emails and other touchpoints all provide opportunities to create \u2018white spaces\u2019 that can be populated dynamically with super-relevant, hyper-personalised content, information and offers.[\/vc_column_text][\/vc_tta_section][vc_tta_section title=”5. App Platforms” tab_id=”1548930753610-7d8c991b-b3d7″][vc_column_text]Use of apps is now so commonplace that contemporary CCM systems must cater for in-app personalised communications too.[\/vc_column_text][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content” el_id=”ccm-benefits”][vc_column width=”1\/6″ css=”.vc_custom_1542116017330{padding-top: 5vh !important;padding-bottom: 5vh !important;}”][\/vc_column][vc_column width=”2\/3″][vc_column_text css=”.vc_custom_1550737064531{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-top: 1rem !important;padding-bottom: 1rem !important;}”]<\/p>\n

Benefits of CCM<\/span><\/strong><\/h2>\n

[\/vc_column_text][vc_column_text css=”.vc_custom_1550737108460{margin-top: 0px !important;padding-top: 0px !important;}”]<\/p>\n

Importantly, while using a state-of-the-art CCM platform can improve the effectiveness and cost-efficiency of your customer acquisition programmes, perhaps CCM\u2019s most significant value-add lies in its potential to improve Net Promotor Scores (NPS), strengthen customer retention and increase the business value of existing customers.<\/p>\n

CCM helps companies achieve these goals by:<\/strong>[\/vc_column_text][vc_column_text css=”.vc_custom_1544603410961{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

More Relevant Content<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_column_text]Use customer data to create hyper-personalised information, messages and offers that are more relevant and valuable to recipients.[\/vc_column_text][vc_column_text css=”.vc_custom_1544603448849{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

Improved CX<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_column_text]Connecting multiple channels \u2013 such as email, MMS, SMS, In-App, HTML, posted documents and other pathways \u2013 on an integrated platform helps deliver smoother, more seamless and more impressive customer experiences.[\/vc_column_text][vc_column_text css=”.vc_custom_1544603465437{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

Satisfaction, Loyalty, Retention<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_column_text]Turn routine and mundane correspondence \u2013 such as sign-up forms, onboarding processes, bills, statements, renewal notifications, service information and even payment-reminders \u2013 into impressive and engaging touchpoints that surprise, delight and satisfy. The end-game is better NPS outcomes and lower customer churn.[\/vc_column_text][vc_column_text css=”.vc_custom_1544603504350{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

Digital Transformation<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_column_text]Accelerate and upgrade the migration from analogue to digital.[\/vc_column_text][vc_column_text css=”.vc_custom_1544603514482{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

Increasing Customer Lifetime Value<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_column_text]Generate more leads and conversions from existing customers who see value in relevant cross-sell\/upsell offers.[\/vc_column_text][vc_column_text css=”.vc_custom_1544603526284{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

Cost Control<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_column_text]Realise the potential for considerable direct and indirect cost savings when moving from multiple independent \u2018one-channel specialist vendors\u2019 to an integrated platform that can deliver a diverse array of touchpoints to customers through any channel.[\/vc_column_text][vc_row_inner][vc_column_inner width=”1\/2″][vc_column_text]Additionally, super-compression technology reduces the size of personalised videos, HTML, and interactive PDF documents, leading to improved CX and substantial savings on the cost of delivery and archiving.[\/vc_column_text][vc_btn title=”See also \u201cSize matters: a new era of super-compressed multi-media documents and personalised videos has arrived\u201d” style=”outline” color=”warning” align=”left” i_icon_fontawesome=”fa fa-arrow-circle-o-right” button_block=”true” add_icon=”true” link=”url:https%3A%2F%2Fwww.iliveit.com.au%2Fblog%2Fsize-matters-a-new-era-of-super-compressed-multi-media-documents-and-personalised-videos-has-arrived%2F|||”][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_single_image image=”313″ img_size=”medium” alignment=”right”][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content” el_id=”ccm-capabilities”][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text css=”.vc_custom_1550737119402{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-top: 1rem !important;padding-bottom: 1rem !important;}”]<\/p>\n

Mission-Critical CCM Capabilities<\/strong><\/span><\/h2>\n

[\/vc_column_text][vc_column_text]With extensive experience providing CCM software and managed services to large enterprises in South Africa, in our view the mission-critical CCM delivery model takes into account key steps and stages needed to create and deploy hyper-personalised customer communications and experiences at scale. These are:[\/vc_column_text][vc_row_inner][vc_column_inner width=”1\/2″][vc_column_text css=”.vc_custom_1544603549281{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

Step 1: Discovery and Planning<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_column_text]CCM strategies and deployment capabilities need to be informed by your business context, capabilities and goals. CCM service providers must help you design the CCM strategy that best fits your business needs, factoring in the requirements of different verticals. Success also rests significantly on your CCM provider\u2019s ability to bring together the business, finance, IT, brand and marketing functions of your organisation, and cater for their unique needs where necessary.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/2″ css=”.vc_custom_1544603648527{padding-top: 20px !important;padding-right: 20px !important;padding-left: 20px !important;background-color: #9db9c3 !important;}”][vc_column_text]CCM – WHY NOW?<\/strong><\/p>\n

\u201cNow more than ever, customers expect companies to value their loyalty, recognise them as individuals, be cognizant of their personal needs and requirements and send them only the most relevant information or offers. They also want to be contacted at just the right time via their choice of digital, mobile or print channel and given fresh, engaging, user-friendly experiences. CCM enables companies to deliver these goals.\u201d<\/em>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_column_text css=”.vc_custom_1544603561722{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

Step 2: Data Preparation<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_column_text]Using customer data to create more relevant information, offers and experiences for customers is one of the most valuable benefits of an integrated CCM capability. But to be effective your data will need to be verified and cleaned, loaded into the CCM system, mapped to the design and functionality of your customer-correspondence (so that it can be produced dynamically at scale) and managed with world-class security\/protection software.[\/vc_column_text][vc_column_text css=”.vc_custom_1544603581632{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

Step 3: Touchpoint Design and Creation<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_column_text]A true omnichannel CCM provider must be capable of helping you design and produce customer communication tools and experiences in any form. That includes technically challenging capabilities such as creating personalised videos dynamically at scale and massive file-size compression for delivery in MMS.[\/vc_column_text][vc_row_inner][vc_column_inner width=”1\/2″][vc_column_text css=”.vc_custom_1544603594167{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

Step 4: Omni-Channel Delivery<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_column_text]Integrated all-in-one communication platforms create seamless and impressive customer experiences. They also make it easier to set up \u201cFailover Rules\u201d, so that if emails go unopened, MMS and\/or SMS correspondence is triggered automatically (and if that fails, customer service centres can be alerted automatically if needed). Failover systems lower the number of customers who would otherwise not receive your correspondence.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_single_image image=”239″ img_size=”large” alignment=”center”][\/vc_column_inner][\/vc_row_inner][vc_column_text css=”.vc_custom_1544603606690{margin-bottom: 0px !important;border-bottom-width: 0px !important;padding-bottom: 0px !important;}”]<\/p>\n

Step 5: Evaluation and Records Archiving<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_column_text]CCM support systems should also:<\/p>\n