Succeeding with Customer Communications Management(part-1)
Businesses are always required to communicate with their customers. For previous generations of bank customers, for example, that exchange of interviews. A customer hands over a bank book or withdrawal slip to the teller and at the same time learns about new types of accounts or other bank offerings. Customers were also mailed monthly and quarterly announcements and annual tax forms. These are static and one-way communications.
Today, customers have very high expectations of the exchange of information available to them. Their experiences with Amazon, Apple, Google, and other leaders in the digital marketplace mean that the companies they buy from the need to understand them and customize their offerings to their specific needs. When those expectations are not met, customer satisfaction and loyalty will decline. In contrast, companies that successfully communicate with their customers, make every interaction positive and win over their competition.
Not surprisingly, companies work very hard to improve their customer communications.
They place a very large amount of customer data fed into analytics and AI systems to generate customer insights. They support call centers and print operations; Their digital marketing units monitor customer attitudes on social media. At the root of it all, despite the new channels and technology, customer needs remain the same: “Find out who I am and what my relationship with you is, pay enough attention to what I need and provide it to me in an easy and accessible manner. ”
Companies that are unable to do this, cause conflict in their interactions with customers, eventually seeing a higher rate. These problems are not so complicated, the internal mechanism to prevent or solve them is broken. When asked by many customers, they may report problems with similar customer communications:
The signup process for opening a new credit card account can be quite complicated. It will not pause and restart or require a phone call to fix minor technical issues.
A bank sends an introductory mortgage offer to a customer — unfortunately, it offers a better rate than the mortgage the customer already has at the bank.
Health insurance produces very confusing benefit advertising descriptions, with customer service representatives immersed in responding to the same questions.
A utility company will close the account on a wrong day — and label phone support as a back-office issue beyond their control.
Solution: Customer Communications Management
Customer Communications Management (CCM) role systems can further enhance the customer relationship by maintaining the methods an organization uses to connect with customers, occasionally moving from the customer of a product or service to a consistent one, even a lawyer. CCM is a technology-based approach to communicating with customers and maintaining those communications over time and across multiple communication channels.
What is Customer Communications Management Systems?
Customer Communications Management (CCM) systems manage the methods used by an organization to connect with customers across multiple communication channels, to create and deepen customer relationships.
Today, CCM is a table for companies looking to attract and retain customers. Maintaining communications is not enough; There is a real need to create a relationship based on a digital engagement experience that meets the demands of customers. To do this, the CCM solution integrates customer data from different data sources to create and execute communications across communication channels such as print, email, digitally-enabled documents, and text messages.
Customers are empowered to choose which delivery methods they prefer. Customer data is used to personalize communications and to determine the next steps to enhance the customer experience, combined with the power of data analytics and Artificial Intelligence (AI).
By effectively managing customer communications using the CCM solution, a company can earn extra revenue, sell and sell more products and services and reduce customer efficiency, ultimately achieving long-term growth. CCM solutions also offer capabilities. A clear example is an estimate of saving 55 to 75 cents on printing and postage for each digitally distributed statement. The lender who receives digital payments also benefits from faster time to time than traditional mailed checks. But ideally, the CCM solution should redesign communications for clarity and minimize manual interference.
A poorly crafted explanation of the benefits statement, for example, can increase call center costs if customers do not understand its meaning or the action required from them. The bill, which was redesigned to reduce complexity, also reduces call center hours and postage costs if it eliminates the need for a detailed page in a mailing.
Why Do Companies Use Customer Communications Management Systems?
By using CCM solutions, companies can generate additional revenue, sell and sell their products and services, and reduce customer capacity, ultimately achieving long-term growth.
Why are companies losing out on customer communications?
Every company that has a customer base communicates with their customers and therefore must maintain those communications. But most companies have a very different approach to communications. Many rely on legacy applications to print output such as statements and bills. Often these are generated by standalone applications owned by a different business or corporate entities.
And companies can leverage under the mountains of customer data. The data used by these systems are being taken; As a result, it is not standardized or available to other areas of the organization. In addition, many legacy systems have manual processes that require human intervention. As a result, they are brittle, scalable, and error-prone.
The solution is digital transformation: replacing outdated business systems and processes with modern technologies. But putting up new software systems is not enough. By definition, digital transformation is a holistic endeavor that recreates business processes throughout the organization. It’s not “good to have” — it’s necessary for companies to be competitive. And this is not an IT initiative, the whole organization needs to be transformed. When this does not happen — when a company buys a point solution to bolt on their existing systems — that new solution will not initiate digital transformation. Instead, it can be modified to work with older systems or processes.
In contrast, the full CCM platform allows digital transformation by redesigning manual processes to do digital-first and data information. For example, companies capture incoming communications with high call volumes from customers who do not understand them. The CCM solution uses best practices and phone call analytics to determine if communication is helpful or confusing and then creates and implements a new statement design.
To be Contdd……
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