Many structures now place customer communications management at the center of their marketing and sales strategies. Simply because in the competition, retaining customers and acquiring new ones remains a priority. CCM allows action on these two levers.
Optimal customer communications management provides many benefits to an organization, starting with customer recognition. If these others feel cared for, that communication with them makes sense, they will not be tempted to turn to the competition. Therefore, it is another way to implement it to ensure a pleasant sales volume and constant turnover. In addition, good communication with customers will help the organization better understand their expectations, which will allow it to offer the most appropriate solutions to meet them. Especially because satisfied customers are the best ambassadors of a brand or organization. It is this satisfaction in the relationship established with the brand that allows them to promote their offer, products or services around them.
An important part of the customer’s journey
This requires the use of the CCM platform. On the one hand, it enables the delivery of personalized content adapted to the context of each user, and on the other hand, the dynamic adaptation of content and forms of communication to the channel and reading medium used by the user. To ensure this mission, the CCM platform is based on 5 main pillars:
- Interoperability with existing software ecosystem
To produce up-to-date and contextualized communication, it is essential to include all data sources available within the organization. The CCM platform therefore has to connect to information databases (CRM, ERP and other business applications) in different ways (web services, data bus, connectors, APIs, etc.). This allows real-time data updates. The CCM platform must therefore be fully integrated into the organization’s information system.
- Contextualization of messages
The assessment of the client’s actual situation must now be taken into account in the communication addressed to him. Each customer, in fact, must receive content tailored to his context, profile, request, preferences, taking into account their past and previous interactions with the organization (purchases, subscriptions, termination, etc.). If the latter has just subscribed to the offer, this element must be taken into account when sending the next communication. The messages are thus personalized and adapted to the customer’s request and context. The more readable the message or document, the less questions or concerns it will raise, and the more the client or potential client will feel understood. This contextualization greatly contributes to building a strong relationship with clients.
- Integration of marketing tools
Thanks to the integration of marketing tools, the CCM platform enables the addressing of messages by channel, in order to be consistent with the overall communication of the organization, as well as feedback on the effectiveness of marketing campaigns. barcodes on paper content or even dynamic web links on digital content. This prevents, for example, customers from receiving the same message several 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, for example marketing automation. Acting as a hub for conversations, the CCM platform can offer real differentiation and even pave the way for good conversational marketing. This makes it a real lever to acquire new customers and turn existing ones into ambassadors.
- Ability to customize content omnichannel
The CCM platform was cut and dimensioned for the omnichannel. In this way, it can handle content in different formats and also allows the same document to be distributed by mail in paper format, but also digitally via the web, mobile device or via social networks. The CCM platform thus guarantees a seamless user experience thanks to content available on different media and adapted to different ways of consuming content. Its main strength lies in its ability to reconcile communication with customer habits and behavior.
- Improved performance on the business side
Supported by GED or ECM, the CCM platform allows the centralization of resources needed to compose messages (templates, content, 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 versioning and offer approval workflows available to enterprises. This avoids the use of outdated versions of messages or documents in communication operations. As for business users, they gain in comfort and efficiency thanks to intuitive interfaces and can create professional and attractive communication.
Ultimately, using the CCM platform saves time in designing and creating documents, but also simplifies their distribution to the right recipients. And because processing is partially automated, the risk of error is also limited. All these are arguments in favor of the adoption of the CCM platform, which then becomes an essential part of the user’s path.
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