Modern organizations are striving to create a better customer experience, and with increasing customer expectations and changing channel preferences, laying a solid foundation that can also be flexible and agile in our evolving world is becoming a challenge. However, it is critical for organizations wanting to achieve a true omnichannel customer experience today and in the future. A comprehensive Customer Communications Management (CCM) platform is the foundation organizations need to deliver a great customer experience.
We recently worked with Hobson & Company to understand the major challenges that are top of mind for CCM professionals going into 2021. Hobson & Company conducted a set of in-depth interviews with our selected clients to really get to grips with the challenges and how they can be resolved.
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Customer Communications Management Challenges
It is no surprise that top of mind for the interviewees is how to save time and money. With the unprecedented disruptions of 2020, most organizations will need to focus on cost reduction across the board, and the most significant opportunities related to the digitization of customer communications management.
A common thread across the interview responses were the following three strategic objectives:
1. Decrease the time spent on customer queries
1. Decrease the time spent on customer queries
Some clients reported spending upwards of 20-40 hours on finding or reprinting hard copy documents to resolve customer queries. Clients also reported taking up to 5-10 minutes on a customer query, when the resolution required finding a stored document. This time is extended if the document is not filed accordingly.
For clients that receive hundreds, if not thousands, of customer queries a month, this is a significant cost.
SOLUTION: customer service representatives need to have immediate access to customer documents to resolve customer queries quickly and efficiently. Remove the unnecessary time it takes to find, reproduce, and share hard copy documents through a centralized, online repository.
2. Reduce the cost of sending, storing, and managing customer documents
2. Reduce the cost of sending, storing, and managing customer documentsThe costs of printing and mailing physical documents to customers are significant, and regulated industries have additional costs, such as storing hard copy documents, as required by retention regulations.
There is also the potential for fines or penalties if documents are not completed correctly, not properly date stamped, or not delivered within the mandated period.
Added to this are the costs of inserting personalized messages which, when it comes to physical documents, can include paper, printing, folding, insertion, and increased postage.
SOLUTION: introduce a digital option for the sending and storing of customer documents. This reduces the likelihood of customers misplacing the original document and vastly improves the ability of customer service agents to locate documents (stored digitally, rather than in hard copy). It also facilitates the placement of targeted offers without increasing costs.
3. Improve customer engagement and retention
3. Improve customer engagement and retentionCustomer expectations have changed and so, it is no longer good enough to only focus on delivering documents and messages in a prompt and consistent way, despite this being the foundation of a good CX.
In today’s data-driven world, customers expect more personalization, a greater breadth of services, and offers that are relevant to their needs. In the absence of these critical aspects of CX, customers are more likely to look elsewhere for the same service.
SOLUTION: select a CCM solution that can create, send, and store customized messages and provide consistency across all the channels that customers interact through. Leverage the data on hand to generate highly personalized offers that are relevant to each customer’s needs and lifecycle stage.
A Comprehensive Customer Communications Management Platform Is A Critical Foundation To Achieving Great CX
Modern organizations are striving to create a better customer experience, and with increasing customer expectations and changing channel preferences, laying a solid foundation that can also be flexible and agile in our evolving world is becoming a challenge. However, it is critical for organizations wanting to achieve a true omnichannel customer experience today and in the future. A comprehensive Customer Communications Management (CCM) platform is the foundation organizations need to deliver a great customer experience.
We recently worked with Hobson & Company to understand the major challenges that are top of mind for CCM professionals going into 2021. Hobson & Company conducted a set of in-depth interviews with our selected clients to really get to grips with the challenges and how they can be resolved. DOWNLOAD THE WHITE PAPER
