Understanding the Key Principals of Customer Communication Management
The goal of Customer Communication Management is to make it easy for an organization to communicate with its clients, through a series of automated solutions designed to work in virtually every market. The success of CCM is predicated on the following principals: increasing customer satisfaction by prioritizing effective and seamless communication, reducing costs, and ultimately creating revenue. These principals are buoyed by the strength of operational tools that are used to execute the high level of communication that companies and their clients seek, which are explained further below.
Traditionally, the client communication process has been dense, fraught with time consuming deliverables and client facing obligations. But with the advent of many burgeoning customer communication management platforms, client communication and correspondence management is now stronger and more fluid than ever.
Of course, the core of customer communication management and its principals can be only be carried out if the platform is effective. A CCM platform is maintained by various tools, as follows:
1. High Volume Document Production & Automation
2. Correspondence Generation
3. Document Assembly
4. Data Integration
All of the tools listed above contribute toward creating an effective customer communication management plan.
Document production is a hugely valuable asset for any company, in that it allows for the creation of up to 100 million pages per day, in 20+ document formats, multiple languages, and custom made print formats. Possessing the ability to churn out high volume documents can give any company the leg up on its competition, and being able to send more deliverables at a higher rate than anyone else is necessary in today’s business. Of course, document production tools are only as good as a company’s ability to automate correspondence, while maintaining a personal touch. A solid CCM platform will offer a company the ability to create automatic correspondence with clients, with the ability to pull dynamic data, edit, and personalize every form of communication depending on the client.
Keeping a client happy, motivated, and enthused means providing more than just data. Certain clients need to see real work put into a document, in order to appreciate the labor that was put into it. Having strong document assembly tools allows a company and its clients to cooperate on the creation of complex and multi-format documents in an easy way. The strength of document assembly truly shines when it allows a company to churn out multiple types of documents involving rich data, all while collaborating with the client. This may include anything from easy static to extremely rich and dynamic data for content integration. A company should be able to cater to any of its clients’ formats using data integration tools: Word, Excel, PowerPoint, PDF, Postcript, AFP, XML, HTML, Oracle, MySQL, SQL Server, and various custom customer information.
Overall, customer communication management can only work if the platform and its tool are reliable, effective, and seamless for an organization to utilize. Once the platform is proven to be useful, and an organization knows how to utilize it, it can be a wildly effective device for improving client communication across all cylinders. A strong CCM platform allows a company to provide expert communication with its clients, ideally in automated form, thereby making any sort of relationship to be smooth, unified, and most importantly, profitable. Of course, not all is always seamless – here is a great summary of things that can go wrong with CCM.
More and more B2B and B2C organizations are using customer communication management to simplify and improve both their methods and relationships with clients. And because CCM providers are arming organizations with easy to use software, tools, and dashboards, client management and communication is getting easier and stronger than ever.
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Shlomo is the founder and editor of Startups #nofilter, where he interviews startup founders and CEO's about their companies, and blogs about the latest in hi-tech and gadgets. Speaking of gadgets, Shlomo also runs a baby tech website called...