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.
The Winter 2018-2019 edition of DOCUMENT Magazine includes an application article featuring Topdown and our INTOUCH product. In this article we review the top trends in customer communications management (CCM), with a focus on leveraging the cloud and content services to integrate CCM into a broader digital experience technology stack.
Earlier this year, Topdown engaged the independent service organization Frazier & Deeter LLC to conduct an AICPA System and Organization Controls for Service Organizations (SOC 2) Type 2 audit on our processes, procedures and products. On December 14, 2018, they issued a report of its findings. We are very excited to announce that the analysis—which thoroughly documents the controls Topdown uses to safeguard our customers' data—uncovered zero defects. We encourage our Topdown customers and prospects to review the outcomes of this study, available upon request.
What’s so intelligent about smart content?
For the past few years, we here at Topdown have been focusing on ways to improve your organization’s customer experience (CX). We’ve heard time and again from the analysts with whom we engage that most companies are struggling to create a viable CX strategy and need help choosing metrics to measure the business outcomes. To help you get started down this path, we created a special-edition eBook as a thought-starter to create strategies for identifying key business indicator (KPI) metrics that help you advise your organization of its progress, achievements, and impact.
As customer communications professionals, we have spent decades trying to “delight the customer.” Somehow, going above and beyond to create a “WOW” moment for the customer became conventional wisdom and accepted practice. Organizations recorded these moments through customer feedback and viewed them as a way to foster loyalty and build a positive ROI. Making a customer happy may well be a contributing factor to customer loyalty, but have we been successful at driving revenue from manufacturing delight?