Customer communications play a critical role in delivering customer experiences across print and digital channels, particularly in highly regulated markets. Software company Smart Communications has revealed a number of key insights and recommendations about customer communication management (CCM).
Customer communication management (CCM) solutions are primarily used in industries such as insurance, banking, healthcare and utilities to generate documents such as invoices, statements, correspondence, alerts/notifications and marketing communications.
These communications are often highly regulated and contain personally identifiable information (PII) such as account numbers, financial data or health information. As a result, these systems provide a level of governance, auditing and data security that is not always necessary in marketing-based communication platforms.
In its 2021 Gartner Market Guide For Customer Communication Management report, Smart Communications revealed a number of key insights about CCM applications.
Firstly, Smart Communications aid the CCM market remains focused on the requirements of highly regulated clients who need high-volume, transactional document generation and output management capabilities.
In addition, investment and interest in digital channels has increased, this has been accelerated by consumer preferences caused by the global pandemic, while postal volumes continue to decrease as organisations switch their focus to digital customer experiences.
Smart Communications also reported that legacy CCM platforms are being challenged by digital-first solutions, focused on interactive user cases and integration with cloud application vendors. Moreover, resource-intensive batch processes have so far struggled to migrate to the cloud due to the availability of next-generation solutions and concerns about the security of sensitive customer data.
In light of the above, Smart Communications issued a number of recommendations. Applications and software engineering leaders responsible for digital workplace applications should contextualise CCM by implementing end-to-end customer journeys that take place across multiple channels and touchpoints including the web, call centres, messaging and branches. They should also digital delivery channels a primary selection criteria for CCM platforms and continue to consolidate and simplifying legacy CCM platforms using advanced AI for phrase analysis and production grade workflow technology to rationalise “spaghetti-like” legacy systems.
You can find the full detailed recommendations and insights here.
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