Did you know that 96% of customers will leave your company if they have a bad customer service experience?
That means that you need to be on top of your game when you serve your customers. Every conversation and touchpoint count if you want loyal customers.
If you don’t nail down customer service, your business will constantly have to get new customers. That churn and burn business model will burn you out and your staff. You’ll always stress out about replacing lost customers.
Customer communication management is a way to prevent that from happening. Do you want to learn what it is and how you can use it to transform your business?
Read on to find out all you need to know in this guide.
What Is Customer Communication Management?
Customer communication management (CCM) is a systematized approach to customer communications. These days, you have many marketing and customer service channels to connect with customers.
Customers also demand a personalized experience. They want offers tailored to them, personalized communications, and they want service when it’s convenient for them. They also expect customer service reps to understand their needs.
With such high demands and so many touchpoints, it can be very difficult to deliver communications that are consistent with your brand and give a personalized touch.
Enter customer communication management (CCM). This is a centralized place for all customer communications. This is done through customer communication management software.
The software is a database of your marketing assets. You can manage your workflow and manage outbound communications from one location.
CRM vs. CCM
A customer communication management system is not to be confused with a customer relationship management system (CRM).
CRM is a sales-focused tool. It can track customer interactions that happen before the sale and help the sales team manage leads.
A customer communication management tool works with CRM. Think of it as an additional layer of information to give you more insights about your customers after the sale.
That helps your marketing, sales, and customer service teams stay on the same page. From a customer perspective, they’re getting tailored information and better service.
Advantages of Customer Communication Management
Why would you want to invest in customer communication management software? For starters, you have much better data to work with.
You can look at each marketing channel and know what messages get the best response. You can easily compare that with other marketing channels to make smart investments.
Most CCM solutions will ensure that your business complies with existing regulations. GDPR and California’s Consumer Privacy Act maintain that you give your customers more power over their data. You also have to be transparent as to how the data is stored and used.
Compliance with these regulations isn’t easy. There are more data privacy regulations for industries like healthcare and finance.
A CCM will help you communicate with your customers and remain in compliance with the different laws.
How to Choose a CCM Platform
Once you realize how a CCM strategy can transform your business and the bottom line, you need to figure out how to find a platform for your company.
The first step is to audit your current communications process. Figure out the top channels you use for outbound customer communications. These platforms usually include social media channels, email, and text.
Map out the customer journey that your customers take. Note what channels they use at each step of the journey and how you can use CCM to streamline communications for each touchpoint.
The audit presents a good time to review all of your communications collateral. Make sure that the messaging is consistent and useful to your customers.
You have to make sure that your customer communication management platform integrates with your existing systems. That’s how you leverage the power of a centralized dashboard.
Remember that the goal is to streamline communications. If you can’t integrate the tool with one of the platforms you use, then you won’t simplify your business processes.
More companies are relying on artificial intelligence and automation to complete tasks faster. You should have the power to create a customized workflow.
Once you define the workflow, you want to be able to automate some tasks. That will give your staff more time to focus on other business demands.
Once an asset is in the database, can you customize it on the fly? You need that level of flexibility to respond to the changing needs of the customer.
You also want to make sure that communications can be customized at the individual level. The right platform empowers your customers to choose how they want to receive communications.
Compliance and Standards
It was noted earlier that CCM can help your company stay in compliance with regulations. This may not apply to all CCM solutions, so it’s up to you to check with the vendor before signing up.
The best customer communication management tools not only help with government compliance, but they also help you maintain brand standards.
You should have a centralized location of all brand assets that team members can pull from. That lets you have more control over the brand.
Customer Communication Management for a Complex World
How can your business rise to the challenge of increasing customer demands? Meet them where they’re at with the right message at the right time.
That’s much easier said than done. To do that consistently across so many marketing channels, you need a little help. A customer communication management tool is what you need.
You can streamline communications and protect your brand assets while delivering a superior experience to customers.
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