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Elevate The Customer Journey Using CCM Blog Feature
John Zimmerer

By: John Zimmerer on January 19th, 2021

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Elevate The Customer Journey Using CCM

Customer Experience | Customer Communications | Customer Journey

Loyalty is one of those concepts that’s as old as time itself really. Loyalty, as a trait, has played a major role in much of history, from betrayed loyalty, to misguided loyalty, to heroic loyalty that saves the day. In business, although loyalty may not take on such as epic importance, it does play a very important (some may even say the most important) role in building customer relationships.

In this article, we look at how through using customer communication management (CCM) software, organizations can improve their customer journeys and, in turn, maximize customer loyalty.

With technology such as Infrastructure-as-a-Service (IaaS) lowering barriers to entry, competition in many industries is at an all-time high. This, in conjunction with the rapid shift to the virtual age that 2020 has brought upon us, makes for an economy in which as many as 72% of customers are prone to jumping ship after a single negative experience.

With customers so readily switching to competitors, business are finding that to be successful, now more than ever before they must retain—and find ways to increase revenue from—existing customers year after year. Improving the customer journeys that your company utilizes ignites a cascade of benefits. One of these is an improved rate of customer satisfaction, which leads to a higher rate of customer loyalty.

With a higher rate of customer loyalty, businesses see a myriad of other elevated metrics such as a higher volume of customer referrals, stronger public reviews, and higher average lifetime values of individual customers (CLV).

customer communication drives customer experienceKeep your customers smiling with a sophisticated and powerful CCM strategy.

Where CCM Fits In With Customer Loyalty

CCM solutions come with a large set of capabilities. These range from handling live interactions—whether interactive or on-demand—to providing a library of reusable content specifically catered for your organization, to batch communication workflow, and much more.

One of the most robust features of sophisticated CCM software is its ability to automate large-scale projects or mundane, repetitive jobs. By incorporating this automation for most interactions, business and communication professionals can facilitate individual customer journeys and improve operational efficiency, freeing up time for the staff to allocate time and energy elsewhere.

To take this to the next step, business can entirely automate certain aspects of—or even entire—customer journeys, taking the communication professional almost entirely out of the equation. This automation can help improve the customer experience by accelerating responses or notification so that the customer journey as a whole becomes a much swifter and, hopefully, more satisfying process for the customer.

Even in a fully automated customer journey, however, the communications professional is never fully removed, as those automated customer communications are still pre-composed by real humans in the CCM software. This ‘collaboration’ between the user and the solution gives CCM tech an edge, as the communications still feel very authentic. Additionally, staff can create multiple versions of these communications for various demographics, and guided by business logic, the CCM software can make substitutions based on available data pulled from corporate sources.

A Quick Recap

Customer loyalty is the end goal. It’s what a lot of the higher-level strategies and top-level “martech” thinking tries to address. However, it’s a result, it isn’t a strategy unto itself. By leveraging the full spectrum of CCM software capabilities, organizations can elevate customer journeys through a variety of improved tactics. These tactics include automating various phases of different customer journeys, and even automating some entirely, making use of the content library and allowing business logic to assist in the customer journey.

Topdown not only offers powerful CCM software for your business to start using today, but is also home to an entire library of content on CCM customer communications. For more information on how to improve the customer journey, and in turn, customer loyalty, contact Topdown today.

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Photo by Austin Distel on Unsplash

 

About John Zimmerer

John Zimmerer is the senior director of marketing at Topdown, where he leads market research and outreach efforts for the company's customer communications and customer experience products. Most recently, John has been researching and writing about the future direction of the technologies that power customer experience, and is regarded as a thought leader in this area. John has nearly 20 years of software product marketing experience. His areas of expertise include market research, analyst relations, public relations and digital marketing.

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