Customer communications management (CCM) has been—and continues to be—heavily influenced by technology at a pace that shows no signs of slowing down any time soon. While technology has made many aspects of CCM easier, tech has made CCM harder at times, too.
Technology has changed the face of customer communication.
In customer communications management (CCM), we talk a lot about customer experience (CX) and the business leaders who are tasked with improving CX. We’ve seen a growing trend in some industries to create a CXO, or chief experience officer, to facilitate customer experience improvements throughout the customer’s journey – including, of course, the need for great CCM as a major part of CX strategy.
You can identify and address customer experience (CX) gaps by mapping out critical customer journeys to see what works and what doesn’t from the customer’s point of view. To do this, you need to take a close look at very specific customer/company interactions, starting with the ones that most directly impact your business objectives and/or potentially contribute to customer experience gaps that lead to customer attrition.
Respondents to the study we commissioned with Forrester Consulting identified automation of customer-facing communications as one of the main customer experience management (CXM)-related business goals that they find particularly challenging. One of the reasons it’s difficult to achieve comparable levels of automation in customer-facing communications throughout the customer life cycle is, once again, a disparity between the processes and technologies used on the customer acquisition side of the organization (marketing and sales) versus the customer service and retention side of the organization.
One of the companies we work with is among the largest healthcare payers and providers in the United States. Over the past few years, this company has seen tremendous growth in its membership, to more than 45 million people.