Customer Communications Management
Customer Communications Management ( CCM ) is a term that was coined by market research companies such as Gartner , Forrester Research and Madison Advisors in the English-speaking world to describe software that enables organizations to communicate efficiently with their customers.
Needs and benefits
In order to meet the increasing need for communication, technologies are used that make it easier for companies to optimize their customer communication without losing quality. A CCM solution often complements an existing CRM system . The scope of such a solution exceeds the scope of a business communications management system .
development
The first customer communications management concepts were applied to transactional documents. These documents, such as bank statements, statements, invoices and other transactions, provided a good basis. On the one hand, these documents are easier to generate, like a normal customer communication letter, and on the other hand, research has shown that more than 90 percent of transaction documents are opened and read.
Components
CCM suites usually include some of the following components:
- Data Extraction, Transform & Load Software
- BI software
- Word processing program
- Electronic archiving systems
- Post processing
- Mailing Compliance Database Software
- Printer management software (single printer or printing lines)
- Envelope machines
- Email marketing software
- Social media distribution
- Reporting software
- Portals
Communication channels
Typical supported communication channels of a CCM software are listed below:
- post Office
- SMS
- Chat
- Social media
Current trends
Recently, document personalization has become a major focus. Personalized documents have a much better customer effect, while non-personalized correspondence by the end customer remains unread more and more often.
Another trend is the integration of social media platforms .
Web links
Individual evidence
- ↑ Gartner website , accessed April 8, 2013