Author : Kaustubh Varde
Director, EMEA - Digital Transformation and CX Services
02/Oct/2019

Kaustubh is one of the key people responsible for business development efforts at Espire, in UK & EMEA. He has proficient knowledge in Digital CX services, and a keen learner in the technology sector with deep-set experience to advise customers on digital journey, redesigning CX, and finding art of possible.


Demystifying CCM for Tailored Customer Experiences

In today's Information Age, where information is available at fingertips, brands need to communicate with their customers and not simply share information about their products or services. Marketing has evolved manifold- to help brands create and share content which is tailored to their unique interests and requirements. Marketers today not just need to simply provide information but engage in two way dialogue through chatbots and other messaging tools. Communication is not a one-way street and not a set of ‘one size fit all’ messages. In this era of customer experience (CX), customer communication management (CCM) services allow brands to interact and build new business relationships with users, in a personalized manner.

Data protection/Compliance provides new opportunities

Traditionally CCM has been a means/solution for transactional communication which shared customers’ bank statements, bills, policy documents in print/email format. While that remains one of the primary requirements, the opportunities it offers today to communicate effectively and service the customers better are immense. Especially, when data protection rules and GDPR prohibit use of generic marketing campaigns on mass databases, existing customer/prospect base becomes a very important channel to leverage.

Sharing data - not an issue with GenZ

The present generation (GenZ) and even the millennials (GenY) are so used to digital age, personalized experience and real-time access to information in personal lives; they expect same level of service/connect in Enterprise scenario. In general, they don’t mind sharing their personal data, if that gives them advantage of a personalized offer/experience with their favorite brand. They also demand accessibility across all customer touchpoints when they want and where they want.

Leverage right channels for right type of communication

For brands to be successful, this has become a challenge to reach the connected/savvy customers in a more meaningful way and delight them across the customer journey, along with driving brand loyalty. This requires having real-time insights into customer's complicated journey to deliver engaging and personalized communication across all touchpoints. In addition to print, email, sms communication; brands can now effectively leverage personalized video, chatbots/chat communication, social media etc for CCM/CX communication.

Self-Service

Earlier, self service was used as a means to cut costs and reduce call volumes etc. While it serves that purpose anyway, today, it is a demand that end customers and marketers both want. Self- service today has become an important element of seamless customer experience. In this context, simplistically, it is looked at different levels.
1. Self-service for end users/consumers – so they can access information via portals/my account/document vaults etc. when they want, where they want etc.
2. Self-service ability for Business users/Marketers- to tailor communication “on the fly” instead of waiting for IT

In the nutshell:

Needless to say - no business can grow without happy customers! If it is so easy to sell products or services, every other brand would have thrived in such a highly competitive market. A positive customer experience is critical to the survival of any organization, where, CCM sets the tone for maintaining a consistent brand voice in the digital age and winning customers, retaining them and making advocates.

The ESPIRE way:

Espire is leading provider of CX solutions leveraging its Customer Engagement Hub (CEH) model. It leverages its partner network, strong consulting and implementation skills and industry knowhow to ensure personalized, omni-channel, interactive and automated customer communication experience for its clients. Our solutions help organizations understand their customer’s behaviors/wants, position and communicate effectively across the customer journey. Our services include CX assessments, legacy modernization, drive omni channel comms, fully hosted managed services with power of Automation, AI, Cloud.

For further queries, Drop us an email at marketing@espire.com

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