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Demystifying customer communications management

Johnny Lu, Managing Director, Asia Pacific, GMC Software Technology | Feb. 3, 2016
Johnny Lu of GMC Software Technology talks about the need for CCM.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

As Asia shifts more and more towards digital interactions, every customer interaction counts.With just one interaction, a company may wind up losing a customer, gaining a new customer through the sale of an additional product, or even make a strong enough impression to create a brand advocate, who will in turn draw a larger audience towards a company.

A single interaction can be immensely powerful and should not be underestimated.Today, companies must begin to differentiate themselves with a better customer experience to keep their customers happy and loyal.In the face of the ongoing digital transformation and ever-increasing connectivity in today's world, how can companies create more meaningful engagement with customers and communicate seamlessly across all interactions and channels?

What is Customer Communications Management (CCM), and what does it do?
A term that describes the converging set of IT solutions that help companies improve and advance the way they communicate with their customers, CCM is not particularly new. Yet, while CCM can and should be a vital part of business strategy, not many business leaders know what it is.

CCM is, in other words, a strategy to help companies improve the creation, delivery, storage and retrieval of outbound communications, and the benefits that CCM could bring to a business are many. In particular, some areas of customer communication that CCM can enhance includes marketing, product introductions, renewal notifications, claims correspondence and documentation, as well as bill and payment notifications.

The customer interactions can occur through a diverse array of media and output, which includes documents, email, Internet pages and text messages.Simply put, a CCM solution gives companiesan easy-to-use application to improve outbound communications with not just their customers, but distributors, partners and regulatory bodies too.

What do customers want?

Today's landscape presents a mobile reality -- globally, smartphone penetration rates are highest in Singapore. A survey by Deloitte's Global Technology, Media and Telecommunications (TMT) unveiled that 9 out of 10 respondents use a smartphone. Furthermore, eMarketer estimates that Asia-Pacific boasts over a billion smartphone users as of 2015.

A wealth of information is now readily available at one's fingertips - literally. We are in the age of the customer, but understanding what customers today want or expect from their interactions still poses difficulty to companies today. In this digital economy, we have observed some general trends in customers' desires for communications:

1) Choice and multi-channel access
Today's customers are "always on" and refer to a range of sources to gain information to make a purchasing decision. This makes it all the more important that messaging to customers is consistent across all of a company's communication channels.


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