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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.

2) Convenience and Comparison
Innovations in technology now allow customers to quickly and easily access information about product benefits and price comparisons. The rapid growth of technology reinforces customers' preference for the mobile method of acquiring information and online purchasing.

3)Personalised Service
Digital natives both want and expect customised communications and product offerings. Companies must reach customers with messages that are relevant and contextual to provide them with the opportunity to grow their knowledge, loyalty and satisfaction with a company andits products.

What difference does Customer Communications Management make?
How can businesses meet customers' wants? A good CCM strategy could make it much easier for companies across various sectors from banking to insurance and print services, when effectively applied to enhance a company's communication processes.Let us take a look at someindustry-specific examples.

According to EY's Global Consumer Insurance Survey 2014, insurance consumers in Asia Pacific are more willing to make the move to digital channels than consumers in any other region globally. For instance, in India, the non-life insurance sector is seeing the increasing use of mobile apps in operations such as claims processing.In this mobile mind shift, insurance customers expect to get what they want right when they want it. Many insurers have begun developing and executing strategies focused on CCM, and recognizing the benefits ofCCM strategy inimproving operationalefficiency. By reducing chances of human error, automated workflows result in improved compliance when it comes to regulatory filings and making changes in regulation.

In the financial services sector, digital banking through desktops, smartphones, and tablets has become much more common in Asia, but findings from McKinsey & Co noted that quality of customer service and experience is important to customers in developed Asia. Banking customers there are also usually least satisfied with the financial products and customer experience,presenting opportunities for banks to improve customer experiences across their full product portfolio by leveraging CCM.Customer experience is critical to the success of financial service firms in Asia, but document communication, while crucial to the customer experience strategy, is often overlooked due to legacy systems and ineffective processes to ensure that content produced is accurate and relevant.

With a single, integrated platform, insurance and financial services companies can easily modernise and update legacy forms and documents, and offer on-demand access to accurate information. A range of data handling, content collaboration and message management capabilities and more allowbusiness users to use the white space on documents orpolicies to embed calls-to-action to increase cross-sell and up-sell, or insert relevant messaging.CCM solutions can build responsive digital communications with interactive tables, charts and graphs, and alsoseamlessly produce highly personalised, cost-effective correspondence on demand, interactively, or in high-volume batches for delivery via print, e-mail, web or mobile. In essence, by helping to customise and personalize documents, CCM solutions are not only making these documents easier to understand, but also more engaging and effective.


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