In the customer communications management (CCM) industry, innovators are scrambling to achieve business agility and to streamline operational efficiency. CCM vendors with content services-based cloud solutions are well positioned as traditional vendors of CCM applications lack the agility to compete with new business and pricing models entering into the marketplace.
According to industry analysts Forrester and Gartner, organizations are in various stages of maturity when it comes to building digital businesses. The most forward thinking of these businesses (only about 13% of companies!) are pursuing an outside-in perspective to digital transformation by focusing on creating value for customers, growing revenue, and increasing operational efficiency.
Nobody wants to work on a puzzle if the pieces don’t fit together. The same idea applies to assembling digital experience (DX) technology stacks.
Is your firm curating your own customer communications capabilities? Or to put it another way, are you leaving this critical piece of your digital customer experience software stack to outside vendors and hoping for the best?
Just because a software program gets the job done, that doesn’t mean it’s right for you. With a full array of customer communications management (CCM) solutions on the market, making sure your software package is business-friendly plays a key factor in how useful the program is for your brand and how high the return on investment (ROI) on that CCM software will be.
Many marketing mavens may well be aware of the capabilities of their customer communications management (CCM) software. However, when asked if their solution is cloud-native or just cloud-based, most would probably shrug a shoulder and ask: What’s the difference? Does it really even matter? It’s just a tech jargon nuance, right? Our response would be, YES! absolutely, there’s a huge difference. As we head into 2019, cloud adoption has become more ubiquitous and mainstream, and as a result, the term “cloud” can take on a variety of interpretations. In fact, what we’ve found to be true is that very few CCM vendors have a cloud-native solution. Many are offering a managed service or a SaaS subscription to software hosted in the cloud, but not created for the cloud. Currently, innovative solutions providers have devised a technical shift in favor of systems created specifically for the cloud. The good news: it’s not prohibitively expensive to get on board. Consider these advantages of a cloud-native system when devising your CCM solution.