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.
Customer experience, or CX, has become one of the hottest topics in business today. However, like many words, when thrown around too much, they can lose their meaning.
Customers today have high expectations. Not only do they want high levels of customization, but they also want consistency from the companies they do business with.
Customer experience (CX) has been gaining traction; it’s now much more than just a buzzword and it now requires your immediate attention. Whether you are an insurance firm, a bank, or any other type of business that interacts with people, the customer’s journey plays an extremely important role for attracting and retaining customer base.
As you sharpen your focus on adopting new technologies with the promise of reaching more customers, the basic customer communications management (CCM) principles remain the same: the content you create as a business entity needs to speak directly and meaningfully to your customers.
Forrester Research and other firms have found that delivering a customer experience (CX) with ease, effectiveness, and emotion drives higher revenues and profitability versus industry peers. That explains why CX has gotten a lot of attention (or at least lip service) from C-suite executives and board members.