Customer Communications Blog

Digital transformation requires more than simply integrating new digital technologies. True digital transformation translates to overhauling processes, re-architecting operations and reimagining products and services. But are companies truly considering the customer in their digital strategies?

Originally developed to help companies streamline, if not to altogether automate, transactional printing, CCM (customer communication management) has matured over the nearly 40 years since its inception. Today, the shift in automated communications continues from print to digital channels. This transition is no longer being driven by cost-saving initiatives cloaked in environmental stewardship, but rather by CX (customer experience) strategy and technology, data and analytics evaluation, and mobile device proliferation.

From time to time, we are honored to have an industry luminary contribute a post to the Topdown blog. Today, we are thrilled to have Kaspar Roos, head of Aspire CCS, share some insights from a recent industry survey his team conducted on the transformation of customer communications management into customer experience management.

Not so long ago, businesses began significantly changing the way they operate and store data with the invention of the computer. Every year, businesses become less analog and more digital. However, some organizations remain torn as to whether that’s a good thing or not, which begs the question: What’s the difference between digitization and digital transformation?

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.

Chicago, Illinois, May 10-12 I’ll be a presenter at Document Strategy Forum ‘16 in Chicago, Illinois, at 3:00 p.m. on Tuesday, May 10, 2016. My presentation, “Overcoming Legacy System Challenges to Support Your Digital Channels,” focuses on how to move beyond being document/print-focused to a mindset of digital-first communications that adapt well to whatever channel by which your customers choose to engage with you.