Acronyms like CCM sound as alien to many businesspeople as they do to consumers. CCM is short for customer communication management and is actually one of the most essential bridges between you and your customers. That’s especially true for subscription- or relationship-based businesses that depend on repeat customers.
Over the past year, we have seen a surge in interest from firms looking to move customer communications management (CCM) to the cloud. As you might guess, these companies are looking to increase efficiency and reduce capital and operating costs. But for business leaders, just because the technology exists does not provide enough of a reason to push a massive migration.
Correspondence management is all about efficiency on the part of the business, especially for today’s digital customers who demand responsive interactions that keep up with the pace of their daily lives. For the everyday incoming and outgoing customer communications, centralization helps carry out those exchanges in an optimal timeframe. To facilitate such, customer communications management (CCM) platforms provide a solution to calm the chaos; but when it comes to correspondence management don’t forget to watch the horizon.
In the age of digital-first omnichannel communications, do companies still need a correspondence management system? Yep, they sure do. Despite much chatter to the contrary, the death of print is not yet upon us – at least not in the realm of customer communications management. In fact, our clients, many of whom operate in heavily regulated industries such as health care, financial services, and utilities, tell us that somewhere around 70 percent of their customer-facing communications are still printed and mailed as opposed to being delivered digitally.
Imagine you’re tasked with getting a week’s worth of water from a well. Take a small bucket and you’ll get some of the water you need but have to go back again multiple times. Take a large bucket and you’ll get it all in one fell swoop and call the job done.
True story: A line-of-business manager within a large company needed a P.O. Box number changed on a regularly used customer document. “No problem,” said the company’s IT department, where the document’s template lived. “That’ll be $25,000. And we’ll get to it when we have time.” That was the business line manager’s big “ah-ha” moment. Clearly the department – and the company – needed a much better way to manage customer communications. But it’s not always so glaringly obvious.