Customer communications management (CCM) is the administration of outbound communications to customers that includes the creation, delivery and storage of all types of communications. CCM manages traditional print communications as well as digital communications such as marketing materials, renewals, emails, instant messaging (IM), social media correspondence and account statements.
In CCM, documents are categorized depending on their scenario. Transactional documents, such as invoices, are sent on a regular basis and are read with high regularity. Personalized documents, such as marketing campaigns, are communications that are usually used to promote a product or service to a customer. Lastly, on-demand documents, such as customer support materials, are driven by a customer request.
CCM collects these documents from multiple channels, processes the data and presents an analysis regarding the success of each communication. Valuable information that can help an organization improve outbound communications can include open or click-through rates, percentage of communications marked as spam, customer responses, amount of unsubscribes and results from post-communications surveys.
Typically supported by an automated CCM system, customer communications management allows organizations to personalize outbound communications based on delivery mode or content type. It also helps implement the concept that each organization should have a single voice, regardless of the communication method.
Components of customer communications management
Organizations can integrate CCM into their communications strategy through a variety of systems and software. Popular components and capabilities of these tools include:
Importance of customer communications management
When implemented successfully, CCM can optimize how organizations communicate with their customers. Additionally, customer experience (CX) and customer engagement can improve with the personalization of communications based on an individual customer's personal preferences. Customization gives organizations the opportunity to provide more relevant or timely offers as well as promote customer self-service (CSS) through relevant help articles.
Challenges of customer communications management
There are two significant challenges associated with CCM. The first, is assuring that all departments, including external partners, are on the same page and do not implement their own communications process. Second, is the shortcoming that it does not account for inbound communications and therefore does not represent the entire communication story.