Author : Sushovan Saha
Associate Director - Global Marketing, Espire Infolabs | Sitecore MVP 2021

Sushovan is a Sitecore MVP and a seasoned Marketing professional, with over 11 years of extensive experience in the IT, SaaS, and digital communications industry. At present, he is spearheading multiple marketing initiatives for Espire Infolabs - to drive brand value, increase engagements & realise revenue goals & with the single thought of redefining CX for businesses.

Beyond Covid-19: The Smart Path from CCM to CX Transformation

Gain customer loyalty in a contactless digital economy

Communication is the cornerstone of every relationship to truly understand one another and this holds true for brands too, when it comes to maintaining relationship with their customers.

"Actively managing your customer and prospect interactions creates more opportunities for engagement. Each engagement takes you one step closer to more personal & consistent one-to-one relationship" -states a 2019 Forbes report.

Your interface with customers and the way they perceive your brand, all depends on the way you align your Customer Communication Management (CCM) strategy. A poor & inconsistent CCM would leave your customers confused and annoyed, the price for which will be - the trust & loyalty that you have earned over years!

More importantly, with technological advancements, and rise of 'uber like user experiences', brands are struggling to keep pace with ever rising customer demands, and complying with regulatory and compliance requirement at the same time - pertaining with data storage & management (case in point - GDPR).

So, the larger question is - how to build trust and still strike the right balance?

Interestingly the answer is pretty simple!

A centralised & automated CCM with the ability to provide robust and personalised customer experiences - built upon a digital-first approach.

Before we dive deep, let's have a look at some stats by PwC.

  • 88% customer share their personal data with companies they trust
  • 87% will switch their loyalties due trust deficit pertaining to data
  • 77% of customers say that they find it too difficult to read company’s privacy policies,
  • Whereas, 78% say they have no qualms sharing the data if the purpose is communicated well

A CCM strategy today must be centered around CX initiatives and the two cannot be triggered in isolation!

Fast track your cx transformation by 45 to uutdo industry disruptors

Centralized & Automated CCM solution: Let customers control communications

With the evolution, acceptance and diffusion of digital technology - every customer today is armed with the power to completely own the way they want to engage with their brand. Hence, brands need to be armed with a well-managed centralised CCM platform to support personalised, real-time, multi-channel and contextual communications leading to improvised & seamless CX anywhere, anytime!

Download a free copy of our ebook >>"The Blueprint for Effortless Customer Service Experience"

Impressive CX

In this digital era, well-known brands are also facing competition from new entrants, along with borderline margins and impatient customers- leading to the decline of even those brands which have ruled the market for ages.

Customers today want superior CX laid on the foundation of personalised & human connections in this digital world.

"Personalization is the automatic tailoring of sites and messages to the individuals viewing them, so that we can feel that somewhere there's a piece of software that loves us for who we are" - David Weinberger

Providing an impressive customer experience is not about walking an extra mile anymore, it has now become a part of the journey. Whether, it is relevant and targeted, CCM outreach or tailor-made relevant solutions and auto suggestions, today’s customers want it all.

Post GDPR, it is believed that data restrictions will hamper personalisation efforts. However, data availability has grown exponentially. The present generation (GenZ) and even millennials (GenY) are so used to digital age, personalised experiences, and real-time access to information, that they expect same level of service from every brand they interact with. In general, they do not mind sharing their personal data if that gives them a privileged & personalized experience with their favourite brand.

Modern Tools Led by AI

Brands are now leveraging latest advances in automation, artificial intelligence (built upon machine learning), RPA, NLP and data analytics to kick start their CX strategy. Omnichannel personalisation has now become easier/reachable for brands with the recent development in machine learning and AI. Data collected and communication taking place through chatbots powered by AI & ML is transforming the way brands offered contextual, relevant and omnichannel experience.

Similarly, a machine trained to handle information of any kind for all types of industries, has the potential to transform the way brands used to interact with their customers towards a truly 1:1 personalised experience. With recent developments around NLP, brands are able to have more humanised interactions with their customers thereby building an enduring connection with them.

According to Juniper Research, the use of chatbots will help companies save more than $8 billion per year by 2022, up from $20 million in 2017.

The increased adoption of new technologies allows companies to communicate more effectively with customers. Chatbots and voice assistants will soon become a new standard for customer communications. They will help companies reduce costs and deliver a new level of automation and ease of use for informing, communicating, and delighting the customers.

Ending Words

The future of CCM is not just for personalisation but also as an interactive, platform which is agnostic and automated. Rising millennial customer and growth of Generation Z group is putting brands on the anvil to adopt fast-paced, futuristic, always-on and personalized customer communications management practices and offerings, along with well thought out CX strategies. It will not just lead to a trusted relationship with your loyal customers but will also help you in your journey to the state of art digital transformation.

At Espire, we stand together with brands to help them deliver above par CX transformation in their journey to digitally transform their services. For any query, get in touch with us at & do subscribe to our blog to learn more for latest insights & updates.


Enabling Seamless Cross-Channel Customer Experience for a Global Telecom Service Provider

The brand was using Pitney Bowes Legacy CCM suite for generating utility bills for >100, 000 customers, segregated in 9 bill cycles. Changing business requirements demanded an automated bill generation mechanism, existing application unable to manage communications for a large customer database, leading to reduced data credibility, 'miss-outs' and communication delays

Streamlined print management & workflows to improve digital customer communications management for a leading postal services brand

Espire studied the customer's key business bottlenecks and deployed scalable Quadient-based solutions to fast-track business outcomes, Leveraged Inspire Designer to develop one-single platform for the CCM application & Replaced different composition tools with Inspire Designer and successfully carried out multiple migrations, which included Doc1 Series 4 and 5 applications, FormScape, Solimar applications to Quadient Inspire

Delivering multi-channel personalised CX for a leading government-owned electricity & gas distribution company in Singapore

A leading government-owned electricity and gas distribution company in Singapore, which specializes in providing sustainable energy solutions to all its customers required to upgrade OpenText Exstream from v9 to v16 for facilitating seamless customer communications across all touchpoint, needed to upgrade all supporting components like Exstream Designer, Design Manager, License Server, Live Editor and Command Center for efficient support, patches and upgrade

Automation of Print Stream for a Global Mail and Document Management System

The client was using latest folding / inserting equipment to automate the collation of mails including critical communications like outbound invoices, incoming payments and promotional mailings as well as payroll & vital employee communications.

Rapid Migration of Legacy Templates for largest bank in SEA to achieve faster business outcomes

The client is Singapore-headquartered leading multinational banking & financial services company. It is the largest bank in South East Asia, by assets. The client was leveraging legacy templates for communications & outreach activities and needed a transformation to match market demands, across key countries - Singapore, Hong Kong, Taiwan, and India

Maximize your customer retention with an effective digital communications strategy

In the race of acquiring more and more customers, most digital-first businesses underestimate the power of customer communications for retaining existing customers. A robust digital communications strategy not only ensures a seamless customer onboarding, but also improves customer experience, thereby, increasing customer retention.

Digital transformation usecases for the insurance sector

There is a need for a holistic digital transformation in the insurance sector to offer innovative solutions, keep pace with changing social, technological, economic and environmental change and identify new opportunities in real time. From engagement, retention, selling, and servicing, digital transformation has the ability to bring a customer in direct correspondence with an insurance company

Espires top 10 webinars for fy20 21 a win win for us our partners and customers

With FY20-21 in hindsight, in this blog, we share a list of Espire’s top 10 webinars from the past financial year that resulted in win-win for us, our partners and our clients!

Customer communications management how espire has been delivering scalable solutions amid pandemic

At Espire, our commitment to combat the pandemic with a spirit of unity and resilience has helped our customers and business fraternity with uninterrupted service delivery, without compromising on health & safety of our employees.

Positioning your ccm and cxm strategy for success in 2021

Today, organizations not only face an empowered and tech-savvy customer but also one that is cautious, concerned, engaged and not very loyal. Positioning and formulating a robust CCM and CXM strategy for brands in 2021 would require mapping the evolving customer behavior and requirements, customer inhibitions and spending pattern, which is constantly been reshaped by the ongoing pandemic.

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