On-Demand CCM Use Case: Updates and Notifications
2020 will long be remembered thanks to the COVID-19 pandemic. The continual outbreaks have already imposed a massive shift in our societal interactions and operations: families unable to visit their loved ones in nursing homes or hospital; school’s transitioning from classroom-based to virtual learning; and holiday shopping basically moving entirely online. These are but just a few of examples of how the changing world that has become our ‘new normal’.
One of the main themes across all of these individual shifts is the transition from in-person to online or virtual interactions. Not every organization, much less any individual, was prepared to make this shift. In fact, a recent study from Twilio indicates that the pandemic has accelerated the digital transformation by at least a factor of six.
To match this ever-quickening pace, many organizations have invested in robust and comprehensive customer communication management (CCM) software that can address on-demand, ad-hoc (a.k.a., interactive) and batch CCM use cases. Let’s take a look at two on-demand use cases.
On-demand CCM connects customer to your organization in real time.
One of the many reasons that has become so vital for integrating a comprehensive CCM strategy and software into your organization is that there has been a huge influx in digital customer interactions. A recent McKinsey survey’s findings verify this swift transition to virtual customer interactions and to digital channels of engagement, indicating that this has emphasized the importance of good CCM, especially when considered within its crucial role in the customer experience and the customer journey as a whole.
Digitally savvy consumers have high expectations around transparency and expediency. These customers are almost always connected, with a mobile device either in hand or nearby. Companies would do well to leverage and take advantage of these digital devices and related channels to provide an easy and effective customer experience.
The Importance of On-Demand CCM Capability
CCM software brings a fresh breadth of capability to your communications team. One of the many tools that CCM software, such as INTOUCH® offered by Topdown, brings to the table the ability to manage on-demand communications.
On-demand CCM is the best of both batch and interactive communication strategies. CCM software powered by business logic and data integrations can handle real-time requests that come in through almost any touchpoint, as well as proactively sending customer communications.
Many of our customers use our software to send their customers status updates, most commonly via SMS or email. CCM software can integrate with many different delivery tiers and can provide a “back end” for generating notifications, for example through web sites or applications.
Other Benefits of On-Demand CCM
Finally, and arguably one of the central aspects of a modern CCM strategy, is that on-demand CCM makes use of a reusable content library and business logic to enable personalized—not just automated—messaging.
The ability to produce personalized messages automatically on a large scale and deliver them in a timely manner will elevate your customer communication strategy and help you gain an edge on the competition. Enhancing your customer communication strategy will, in turn, boost the customer experience and journey as a whole, leading to higher yearly sales, a stronger sense of customer loyalty, and a higher sense of customer trust.
All in all, the right CCM solution ends up optimizing your most valuable asset: the customer.
A Final Word
Topdown is the premiere source for CCM software, knowledge, and industry expertise. For more information regarding on-demand CCM use cases, or anything related to customer communications, get in touch with Topdown today.
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.