In the just-published Forrester Wave™: Web Content Management Systems, Q1 2015 report, analyst Ted Schadler discusses the role of web content management (WCM) systems in a customer journey. He lists the many tools and channels involved in managing customers' digital experiences in this graphic:

The Forrester Wave™: Web Content Management Systems, Q1 2015 report is out. Beyond Forrester’s usual leading-edge insights into this critical component of digital experience, we at Topdown see some important implications for customer communication management (CCM) as well.

“Hello. This is your friendly compliance agent. We received a complaint about your customer communications that indicate they may violate HIPAA regulations, the FCRA and even the CAN-SPAM Act of 2003. I need to review all emails sent between July 31, 2012, and July 31, 2014, within 30 days. Oh, and each separate violation is subject to penalties of up to $50,000.”

Company #1: EmblemHealth EmblemHealth had a problem. This large regional HMO and health insurance company, dedicated to providing excellent health coverage and administrative services to 3.4 million people, had less than excellent customer communications. They had previously used Microsoft® Word to generate communications to members, care providers and facilities, which resulted in templates scattered across nearly 3,000 desktops in 16 workgroups at seven facilities spread across three states.

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.

We've noticed some of our fellow DOCCM vendors and even a few analysts have been using the term "interactive" (with respect to customer communication management) to mean different things at different times.