As a key component under the aegis of the Customer Experience, Customer Communications Management, or CCM, is a way for enterprises to create, manage, and deliver customer communications across multiple computer-networked channels, which ensures a consistent, personalized customer experience. As is easily guessed, it lies in the same spectrum with Customer Relationship Management (CRM), which doesn’t emphasize the direct communications with the customer quite as much as does CCM, instead focusing on “practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth.”
CCM also lies in the same fundamental grouping with Enterprise Resource Planning (ERP) and Enterprise Content Management (ECM), as part of an overarching strategy for optimizing enterprise resources and management on a larger scale.
Examining Customer Communications Management
Customer Communications Management refers to a convergent set of Information Technology solutions, and is defined by Gartner Group, the “Magic Quadrant for CCM Software” publisher, as ‘the strategy [by which] to improve the creation, delivery, storage and retrieval of outbound communications, including those for marketing, new product introductions, renewal notifications, claims correspondence and documentation, and bill and payment notifications. These interactions can happen through a widespread range of media and output, including documents, email, Short Message Service (SMS) and Web pages. CCM solutions support these objectives, providing companies with an application to improve outbound communications with their distributors, partners, regulatory bodies and customers.”
The Main Components of CCM
The same technology that supports CCM also allows levels of sophistication in the message content. Customer communications management technology applies to a wide array of industries and may consist of the following components:
Developing and Mastering the Customer Experience
Customer Experience is one of the biggest trends in business today and a key reason why many enterprises are investing in a modern end-to-end platform to manage customer communications, making mass changes and consistent customer experiences much more executable. Customer engagement is also a top priority for many SMBs. Whether customers are clicking a link, scanning a QR code, interacting with dynamic content such as graphs and charts, or simply responding to a payment request in real-time – communications needs to be a two-way street.
Need Assistance with CCM Setup or Support?
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