Page 40 - Journal of Strategic Marketing Magazine - April 2019
P. 40
CUSTOMER COMMUNICATIONS MANAGEMENT
The ideal CCM service provider offers
an integrated suite of software and managed
services to enterprises seeking to deliver
personalised communications.
Importantly, while using a state- Increased customer lifetime value given fresh, engaging, user-friendly
of-the-art CCM platform can improve Generate more leads and conversions experiences. CCM enables companies
the effectiveness and cost-eficiency from existing customers who see value to deliver these goals.
of customer acquisition programmes, in relevant cross-sell/upsell offers. Moreover, medium-range GDP
perhaps CCM’s most signiicant value- growth forecasts in the world’s most
adds lie in its potential to improve Net Cost control advanced, developed economies are
Promoter Scores (NPS), strengthen Realise the potential for considerable anaemic – typically 1-2%.
customer retention and increase the direct and indirect cost savings when In this lacklustre business
business value of existing customers. moving from multiple, independent, environment, it’s never been more
‘one-channel, specialist vendors’ to an critical for large enterprises to retain
CCM helps companies achieve these integrated platform that can deliver customers, raise the business value
goals with: a diverse array of touchpoints to of every customer relationship and
More relevant content customers through any channel. control costs.
Use customer data to create hyper- Importantly, CCM also enables
personalised information, messages Additionally, super compression companies to streamline and simplify
and offers that are more relevant and technology reduces the size of their customer communications
valuable to recipients. personalised videos, HTML, and infrastructure onto a single, cost-
interactive PDF documents, leading to eficient and easy-to-deploy, rules-
Improved CX improved CX and substantial savings based platform that connects to other
Connecting multiple channels – such on the cost of delivery and archiving. parts of the organisation, such as
as email, MMS, SMS, in-app, HTML, Now more than ever, customers customer service centres.
posted documents and other pathways expect companies to value their loyalty, In my opinion, the best CCM
– on an integrated platform helps recognise them as individuals, be platforms are simple, fast and cost-
deliver smoother, more seamless and cognisant of their personal needs and eficient to set up, with minimal
more impressive customer experiences. requirements and send them only the “systems integration” tasks, and
most relevant information or offers. they offer high levels of lexibility so
Satisfaction, loyalty, retention They also want to be contacted at they can be optimised to meet the
Turn routine and mundane just the right time via their choice of needs and requirements of different
correspondence – such as sign-up digital, mobile or print channel and companies and industries.
forms, onboarding processes, bills,
statements, renewal notiications,
service information and even payment
reminders – into impressive and
engaging touchpoints that surprise, Gabi Strijp is managing director
delight and satisfy. The end game of iLiveIt, a technology solutions
is better NPS outcomes and lower company. She has a two-decade
track record of leadership in product
customer churn. innovation, marketing and delivery
in the telecommunications and
Digital transformation information technology sectors.
Accelerate and upgrade the migration
from analogue to digital.
p38 - Strategic Marketing
The ideal CCM service provider offers
an integrated suite of software and managed
services to enterprises seeking to deliver
personalised communications.
Importantly, while using a state- Increased customer lifetime value given fresh, engaging, user-friendly
of-the-art CCM platform can improve Generate more leads and conversions experiences. CCM enables companies
the effectiveness and cost-eficiency from existing customers who see value to deliver these goals.
of customer acquisition programmes, in relevant cross-sell/upsell offers. Moreover, medium-range GDP
perhaps CCM’s most signiicant value- growth forecasts in the world’s most
adds lie in its potential to improve Net Cost control advanced, developed economies are
Promoter Scores (NPS), strengthen Realise the potential for considerable anaemic – typically 1-2%.
customer retention and increase the direct and indirect cost savings when In this lacklustre business
business value of existing customers. moving from multiple, independent, environment, it’s never been more
‘one-channel, specialist vendors’ to an critical for large enterprises to retain
CCM helps companies achieve these integrated platform that can deliver customers, raise the business value
goals with: a diverse array of touchpoints to of every customer relationship and
More relevant content customers through any channel. control costs.
Use customer data to create hyper- Importantly, CCM also enables
personalised information, messages Additionally, super compression companies to streamline and simplify
and offers that are more relevant and technology reduces the size of their customer communications
valuable to recipients. personalised videos, HTML, and infrastructure onto a single, cost-
interactive PDF documents, leading to eficient and easy-to-deploy, rules-
Improved CX improved CX and substantial savings based platform that connects to other
Connecting multiple channels – such on the cost of delivery and archiving. parts of the organisation, such as
as email, MMS, SMS, in-app, HTML, Now more than ever, customers customer service centres.
posted documents and other pathways expect companies to value their loyalty, In my opinion, the best CCM
– on an integrated platform helps recognise them as individuals, be platforms are simple, fast and cost-
deliver smoother, more seamless and cognisant of their personal needs and eficient to set up, with minimal
more impressive customer experiences. requirements and send them only the “systems integration” tasks, and
most relevant information or offers. they offer high levels of lexibility so
Satisfaction, loyalty, retention They also want to be contacted at they can be optimised to meet the
Turn routine and mundane just the right time via their choice of needs and requirements of different
correspondence – such as sign-up digital, mobile or print channel and companies and industries.
forms, onboarding processes, bills,
statements, renewal notiications,
service information and even payment
reminders – into impressive and
engaging touchpoints that surprise, Gabi Strijp is managing director
delight and satisfy. The end game of iLiveIt, a technology solutions
is better NPS outcomes and lower company. She has a two-decade
track record of leadership in product
customer churn. innovation, marketing and delivery
in the telecommunications and
Digital transformation information technology sectors.
Accelerate and upgrade the migration
from analogue to digital.
p38 - Strategic Marketing
