At Topdown, we’ve written a lot about why integrating customer communication management (CCM) with a digital experience platform (DXP) makes a lot of sense. We’ve also written about the differences we see between a digital experience product and a digital experience software stack (i.e., a true “platform”).
Using Master Data Management to Close Gaps in Customer Experience Gartner defines master data management (MDM) as “a technology-enabled discipline in which business and IT work together to ensure the uniformity, accuracy, stewardship, semantic consistency and accountability of the enterprise’s official shared master data assets. Master data is the consistent and uniform set of identifiers and extended attributes that describes the core entities of the enterprise including customers, prospects, citizens, suppliers, sites, hierarchies and chart of accounts.” Basically, it means linking all data sources into a single master file that provides a common point of reference.
Managing Data for Unknown Prospects Versus Known Customers Enterprise data management (EDM) refers to how organizations define, integrate and retrieve data. The goal is to have clean and consistent data that is easy to access and results in smooth transactions across technologies and business functions. As anyone who works with data knows, this is far easier said than done. The main reason for the difficulty is data silos, which result from data being gathered, stored, and perhaps managed by different departments for different purposes. And when databases are developed in isolation from each other, it becomes a challenge to consolidate and map their data centrally for use across business functions.
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.
There have been some well-written and thought-provoking articles about customer experience (CX) and customer communications management (CCM or DOCCM) published in recent weeks. It’s an exciting time of transition and growth for those of us in the field of customer engagement. Ideas for Implementing Highly Effective Customer Experience Management Practices In “How to Improve Customer Engagement,” Kaspar Roos of InfoTrends points out that enterprises are investing in customer engagement management (CEM) to – among other reasons – reduce communications costs by enabling business users to take control. (This is the main reason why many Topdown clients choose CLIENT LETTER® as their DOCCM solution.) Roos also outlines InfoTrends’ recommended “best practices” for implementing CEM, including: Forming a Center of Excellence, which “should be a cross-functional or cross-departmental team that consists of key stakeholders that assume responsibility for customer communications.” In other words, a group that can span silos Implementing a centralized Engagement Hub, which is an integrated “gateway through which (ideally) all in- and outbound communications should be funneled, which can then be tracked, analyzed and archived”