12 Pivotal Trends in Customer Communication Management(Ccm)-2
- Channel-anonymous customer communications
Communication hubs are essential for financial institutions to manage the volume of customer communications sent through different channels — and to support all interactions that the bank has with its customers. In addition to handling communications, these hubs act as gateways for all types of customer communications, whether related to corporate silos, transactions, or marketing campaigns. The next big change in customer communications will be the combination of transactional and marketing communication technologies: communication integration.
2. “Connected customer” is the new commonplace
You know the concept very well. Connected customers expect banks to be aware of them, to be able to track their next moves, and to communicate in real-time with relevant and timely content as they travel. Marketers need to constantly and consistently use the pieces of data that consumers leave behind when communicating with the brand. They need to know their customers, understand their needs and expectations then deliver a personalized and relevant message and experience in an authentic and reliable way, but not creepy. Personalized and active communications are now and continue to be crucial.
3. Communication inside-outside and outside
With a greater focus on customer experience (“outside” perspective), banks are traditionally looking closely at the exchange of information traditionally sent through segments (“inside” communications) sent to customers. It should not be forgotten that paper-based communication is still part of the customer experience. Encourages a rich, consistent look and feel for all communications with rich customer engagement across all channels. Banks improve communication design to match better-looking competitors. More people with document design backgrounds are needed to join the team.
4. Marketing, IT, and Compliance Sharing
In some cases, digital regulatory communications are created and maintained in digital marketing tools already known to marketers, such as advertising management or CRM systems. These systems are not built specifically for it. Omnichannel will see more marketing, IT, and compliance working teams to improve customer communication in the future. Ultimately, this approach meets the company’s regulatory objectives while benefiting the customer and enhancing the overall experience for all parties.
5. Balancing the channel to customer needs
As the digital transformation moves forward, the risk is that the customer’s needs are likely to be lost and rotated into digital-only channels. Paper-based communications are part of a communication strategy that needs to reduce costs and risks. The irony is that failure in the paper channel can lead to huge costs in the call center — having devastating effects on the customer experience. Companies need to be simple and agile — the combination of print and digital media will shine in the years to come.
6. Personalized communication tunnels
Ultimately, customer communication needs to start with real personalization and customer empowerment. Being able to get more than just communication for customers is important. In the future, personalized ‘tunnels’ will be developed with rich data that will enable the recipient to view, search and integrate their communication in one place, taking real ownership of their data. Communication on any channel is important to achieve this.
Even 5 and 10 years from now, communication opportunities will expand to these 12 areas. Successful marketers learn about their customer’s preferences and work to adapt context-driven, ultra-personalized, bi-directional messages to reach the recipient at the right time with the right frequency, intensity, and style.
Communications through all kinds of new devices are delivered to opportunities and customers, merging into many cars, clothes, mirrors, accessories, and other interesting places. The decisions you make today are crucial in preparing for this new future.