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.

Electronic document assembly, or document automation, defines a category of solutions that simplify the task of creating documents—i.e., any content in its final format—via a digital or electronic means. While the concept is still very important to operational efficiency, the term “document” has become a bit passé; these days, it’s better to think in terms of automating the creation and delivery of “content” or of a “communication” that can be distributed through a wide array of channels.

The practice of automating tools and processes has come to signify a level of ‘high-tech’ sophistication within an organization. However, customer communications is an oft overlooked corner of the automation spectrum: it gives companies an efficient way to create, distribute, and manage customer communications. Although you may have previously considered automating customer communications as a means for implementing a responsive two-way conversational channel, it can be helpful to understand how once applied at a deeper level, content automation can become a crucial tool in maintaining and especially building a stronger brand presence in the marketplace. Here are three ways that content automation can help with your brand management.

Technology has changed the face of customer communication.

Effective customer communication involves more than screaming messages at your audience.