Many facilities today place customer communications management at the center of their marketing and sales strategies. Simply because with the competition, retaining customers and acquiring new ones remains the priority. The CCM allows you to act on these two levers.
Optimal management of customer communications offers many benefits to the organization, starting with customer recognition. If the latter feel that they are being looked after, that communication with them makes sense, they will not be tempted to turn to the competition. It is therefore one more way to implement to ensure a comfortable sales volume and recurring turnover. In addition, good communication with customers will also help the organization better understand their expectations, which will allow it to offer the most appropriate solutions to meet them. Especially since satisfied customers are the best ambassadors of a brand or organization. It is precisely this satisfaction in the relationship established with a brand that allows them to promote their offers, products or services around them.
An essential part of the customer journey
For this, the use of a CCM platform is essential. On the one hand, it allows you to provide personalized content adapted to the context of each customer and, on the other, to dynamically adapt the substance and form of the communication to the channel and reading medium used by the customer. To ensure this mission, the CCM platform is based on 5 main pillars:
- Interoperability with the existing software ecosystem
To produce updated and contextualized communications, it is essential to acquire all data sources available within the organization. The CCM platform must therefore connect to information bases (CRM, ERP and other business applications), and this, in different ways (web services, data bus, connectors, API, etc.). This allows you to update the data in real time. The CCM platform must therefore be fully integrated into the organisation’s information system.
- The contextualization of messages
The evaluation of the customer’s real situation must now be taken into consideration in the communications addressed to him. Each customer must, in fact, receive content adapted to his context, profile, request, preferences, taking into account his background and past interactions with the organization (purchases, subscriptions, terminations, etc.). If the latter has just signed an offer, this element must be taken into consideration when sending the next communication. The messages are then personalized and adapted to the customer’s request and context. The more legible a message or document is, the fewer questions or concerns it will raise and the more the customer or prospect will feel that they have been understood. This contextualization contributes greatly to building a solid relationship with the customer.
- Integration of marketing tools
Thanks to the integration of marketing tools, the CCM platform allows you to target messages based on the channel, to make them consistent with the overall communication of the organization and also to have feedback on the effectiveness of marketing campaigns thanks to the addition of codes bars on paper content or even dynamic web links on digital content. For example, this prevents customers from receiving the same message multiple times in a row and allows marketing teams to better control the tracking of their campaigns. The CCM platform must therefore be linked to marketing solutions, such as marketing automation. By acting as a conversation hub, the CCM platform can offer real differentiation and even pave the way for virtuous conversational marketing. It thus becomes a real lever to acquire new customers and transform existing customers into ambassadors.
- The ability to adapt content to omnichannel
The CCM platform is cut and sized for omnichannel. It can therefore manage content in different formats and also allows you to distribute the same document by post in paper format, but also digitally via the web, on mobile or via social networks. The CCM platform therefore guarantees a smooth customer experience thanks to content accessible on different media and adapted to different ways of consuming content. Its main strength lies in its ability to align communications with customer habits and behaviors.
- Business performance improvement
Supported by a GED or an ECM, the CCM platform allows you to centralize the resources necessary for composing messages (templates, contents, visual elements, logos, fonts, data, etc.). These elements then become transparently accessible from the platform. Their management and use are simplified and back-office users quickly become autonomous. These new low-code platforms can also manage version control and offer approving workflows accessible to companies. This allows you to avoid using outdated versions of messages or documents in communication operations. As for business users, they gain in comfort and working efficiency thanks to intuitive interfaces and can create professional and engaging communications.
Ultimately, using a CCM platform saves time in designing and creating documents, but also makes it easier to deliver them to the right recipients. And since the processing is partly automated, the risk of error is also limited. These are all arguments in favor of adopting a CCM platform, which then becomes an essential part of the customer journey.
To learn more about customer communication management technologies and their uses, download our Free Supplement here.