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InfoTrends' view on customer communications management trends

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Customer Communications Management (CCM) is subject to changing market conditions driven by digitalization, the Internet, a rich choice of media types, and changing regulations. Under these market conditions, organizations are advised to take a closer look into their customer communications practices.
Nevertheless, in-depth research by InfoTrends revealed that most organizations struggle with getting CCM to work. This document discusses the challenges associated with this and presents a grow path for CCM to help organizations improve their customer communications, reduce the cost associated with these communications, and to deepen their customer relationships.

Published in: Business

InfoTrends' view on customer communications management trends

  1. 1. Are You In Control Of Your Customer Communications? David Stabel Associate Director at InfoTrends Contents Copyright © 2015 InfoTrends
  2. 2. Copyright © 2015 Scriptura Engage David Stabel - Speaker Koen De Smet - Host • Focuses on CCM & Engagement Strategies • Responds to client inquiries • Conducts market research and analysis, custom consulting engagements • Assists in forecasting market growth • Provides coverage of industry events in relation to the customer communications solution market. • Has been in ICT for 13 years • Focuses on communication, lead generation, content marketing, brand management, PR • Markets Scriptura Engage • Is passionate about communication • Coaches junior professionals and scholars • Loves blog & copy writing Associate Director @davidstabel Marketing Manager @scriptura
  3. 3. Index Contents Copyright © 2015 InfoTrends 1 Market Dynamics 3 CCM Implementation Challenges 2 How Does CCM Fit In? 4 What’s the Next Step?
  4. 4. Market Dynamics Contents Copyright © 2015 InfoTrends
  5. 5. Market Dynamics Consumer Shifts Contents Copyright © 2015 InfoTrends Demographic ShiftsEconomic Constraints
  6. 6. Contents Copyright © 2015 InfoTrends Changing Consumer Behaviour Contents Copyright © 2015 InfoTrends
  7. 7. Don’t call me, I call you Changing Consumer Behaviour Contents Copyright © 2015 InfoTrends Is it relevant for me? Comparison Agents Available Anywhere The internet word of mouth Who is talking? Knowledge at your fingertips Interact in the conversation
  8. 8. Customer Satisfaction is the Net Result of All CXs Contents Copyright © 2015 InfoTrends Unacceptable Acceptable More than acceptable Performance Level = Zone of tolerance = Customer Experience Dissatisfied Satisfied Delighted Customer Experience Level Source: Based on Zone of Tolerance, Robert Johnston & Graham Clark, 2008
  9. 9. The Customers’ Zone of Tolerance is Shifting Contents Copyright © 2015 InfoTrends Acceptable Performance Level Satisfied Customer Experience Level Source: Based on Zone of Tolerance, Robert Johnston & Graham Clark, 2008 = Zone of tolerance = Customer Experience CX = Service CX = Engagement Shift Shift More than acceptable Delighted Unacceptable Dissatisfied Acceptable Satisfied More than acceptable Delighted
  10. 10. Millennials (Gen Y) (Age: 18-34 ) Generation X (Age: 35-50) Baby Boomers (Age: 51-69) Traditionalists (Age: 70-93) Four Generations Working and Living Together Contents Copyright © 2015 InfoTrends
  11. 11. More Effective Communications With Customer Communication Preference Management Contents Copyright © 2015 InfoTrends Keep up response rates > Consumers get more savvier in blocking “unwanted” communications Improves loyalty > Build a relationship with the customer > Give the customer the feeling of control Optimize your channel strategy > Immediately identify channel demand
  12. 12. A New Area for Internet Access Contents Copyright © 2015 InfoTrends 0 500 1,000 1,500 2,000 2007 2008 2009 2010 2011 2012 2013 2014 2015 Desktop Access Mobile Access Desktop Era Mobile Era Worldwide Internet Users in Mln Source: Morgan Stanley
  13. 13. Contents Copyright © 2015 InfoTrends Mobile Web Apps or Mobile Native Apps?
  14. 14. How Does CCM Fit In? Contents Copyright © 2015 InfoTrends
  15. 15. Structured Communications Critical Business Communications Copyright © 2014 Scriptura Engage Interactive Communications On-Demand Communications • Schedule-type of communications • Bills • Statements • Direct mailings • Marketing print materials • TransPromo • Etc. • Communications initiated by an external trigger • Account openings communications • Welcome kits • Online quotes • Web forms • Confirmations • Etc. • Communications that require human input • Business correspondence • Customer correspondence • Claim processing • Etc.
  16. 16. CCM From a Functional Perspective Content Composition Multi-channel Distribution Response Management Operational Improvements CCM Data Capture & Customer Analytics Contents Copyright © 2015 InfoTrends
  17. 17. CCM From a Business Perspective Contents Copyright © 2015 InfoTrends Learn Evaluate Buy/ Subscribe Acquire Engage Advocate Use Retain Customer journey: pre-purchase process Customer journey: post-purchase process Find
  18. 18. CCM From a Business Perspective Contents Copyright © 2015 InfoTrends Learn Evaluate Buy/ Subscribe Acquire Engage Advocate Use Retain Customer journey: pre-purchase process Customer journey: post-purchase process Business objectives Find
  19. 19. Interactive Communications Technology to Leverage on Customer Touch-Points Leverage on interactive communications > Create more revenue and retention opportunities > Better monitoring and measurement of engagements Interactive communications enrich customer experiences > Availability; timing; on-demand > Customer engagement required More control on the communication process > Better navigation > Allows for cross-channel content Contents Copyright © 2015 InfoTrends
  20. 20. A view on CCM from the inside Copyright © 2015 Scriptura Engage Reach. Connect. Engage.
  21. 21. Today’s organization reality Copyright © 2015 Scriptura Engage customer Communication Tools Organization Channels InfoInvoiceService Sales Mkt Ops Serv Legal Reach. Connect. Engage. CRM Order Bill Help
  22. 22. It’s about People Copyright © 2015 Scriptura Engage organization customer SearchChooseUse Centralized Communication Platform InfoInvoiceService CRM Bill Order Help Reach. Connect. Engage.
  23. 23. The 4 phases of Communication by Scriptura Engage Copyright © 2015 Scriptura Engage Reach. Connect. Engage.
  24. 24. Phase 1 - Design Copyright © 2015 Scriptura Engage  Design communication projects and templates for output like:  Letters  Emails  SMS Messages  Web Forms  Mobile Forms  Push Notifications  Manage them as well as related resources  Standard part of the communication:  (Multi)branded  Legal compliance Reach. Connect. Engage.
  25. 25. Phase 2 - Compose Copyright © 2015 Scriptura Engage  Assemble your correspondence  Preview, approve, reject your communications  Manage your jobs: release, pause, and restart  Review the status of your communications  Composition Modes:  On Demand  Interactive  Batch (large volumes) Reach. Connect. Engage.
  26. 26. Phase 3 - Deliver Copyright © 2015 Scriptura Engage  Delivery Channels:  Portal  Mobile  Push notifications  SMS  Central print  Local print  Document return  Electronic mailboxes  Add any other ...  Track response and act  Integration with:  Records manager  CRM application  Business applications Reach. Connect. Engage.
  27. 27. Phase 4 - Analyze Copyright © 2015 Scriptura Engage  Consult tracked communication via secure web dashboards:  Overviews of jobs and communications  Reporting possibilities and statistics  Get maximum insight to improve future communications Reach. Connect. Engage.
  28. 28. Phase 1 - Design Copyright © 2015 Scriptura Engage Reach. Connect. Engage. Close the loop & give your communication a fresh start
  29. 29. Do you have a SECC ? Copyright © 2015 Scriptura Engage Reach. Connect. Engage.
  30. 30. To summarize Copyright © 2015 Scriptura Engage  Look for good integration with your current applications  Reduce the number of (communication) tools Centralize your customer communication  Make CCM part of your organization’s strategy  Ask your customer for his channel preference  Keep in mind that communication is about people  Take the digital wave Start small, grow big Reach. Connect. Engage.
  31. 31. Closing the loop Copyright © 2015 Scriptura Engage languages brands document types templates Reach. Connect. Engage.
  32. 32. CCM Implementation Challenges Contents Copyright © 2015 InfoTrends
  33. 33. Key Challenges in CCM Implementation Programs Contents Copyright © 2015 InfoTrends Strategy Resources Execution Main Questions • How can we address the problem? • How can we get it funded? • How can we best execute it?
  34. 34. Manage Customer Communications Centrally Central (Corporate) Decentral (Business Unit) Advisory Executive • Product manager at LOB • Head of Department • VP / Sr. VP of LOB (Budget Responsibility) • Customer Communications Officer • Customer Experience Officer • CCM Governance Group • Print Operations • Communications Project Bureau • CCM Center of Excellence • Communications Lead • Subject Matter Expert • Project Manager Contents Copyright © 2015 InfoTrends Status Quo
  35. 35. Manage Customer Communications Centrally Central (Corporate) Decentral (Business Unit) Advisory Executive • Product manager at LOB • Head of Department • VP / Sr. VP of LOB (Budget Responsibility) • Customer Communications Officer • Customer Experience Officer • CCM Governance Group • Print Operations • Communications Project Bureau • CCM Center of Excellence • Communications Lead • Subject Matter Expert • Project Manager Contents Copyright © 2015 InfoTrends Ideal Position
  36. 36. Manage Customer Communications Centrally Central (Corporate) Decentral (Business Unit) Advisory Executive • Product manager at LOB • Head of Department • VP / Sr. VP of LOB (Budget Responsibility) • Customer Communications Officer • Customer Experience Officer • CCM Governance Group • Print Operations • Communications Project Bureau • CCM Center of Excellence • Communications Lead • Subject Matter Expert • Project Manager Contents Copyright © 2015 InfoTrends Best Next Step
  37. 37. Become Truly Omni-Channel Contents Copyright © 2015 InfoTrends
  38. 38. What Does Omni-Channel Mean? Single Channel Multi-Channel Cross-Channel Omni-Channel • Customers experience a single type of touch-point • Brands have a single type of touch-point • Customers see multiple touch-points act independently • Brands’ channels knowledge and operations exists in technical and functional silos • Customers see multiple touch-points as part of same brand • Brands have a single view of customers but operate in functional silos • Customers experience a brand and not a channel within a brand • Brands leverage their “single view of the customer” in a coordinated and strategic wayContents Copyright © 2015 InfoTrends
  39. 39. Complex Business Communications Eco-System Contents Copyright © 2015 InfoTrends End Users Interfaces Corporate Firewall Applications Layer Business Users Data Layer Composition Multi-Channel Output
  40. 40. Complex Business Communications Eco-System Contents Copyright © 2015 InfoTrends End Users Interfaces Corporate Firewall Applications Layer Business Users Data Layer Composition Multi-Channel Output Considered to be CCM systems Web and Mobile applications generate bulk of digital customer interactions but are outside of CCM governance structures
  41. 41. What’s the Next Step? Contents Copyright © 2015 InfoTrends
  42. 42. The CCM Evolution Print to Digital Single to Multi Channel Multi-Channel Synchronicity Centralized Communication Hub Implementation Complexity Customer Engagement Customer Engagement Strategy Majority of businesses Leaders Requires CCM Center of Excellence Relevant, consistent and appropriate content delivered via the customers’ preferred channels Authentic, purposeful and engaging communications that optimize the lifetime value of the customer Contents Copyright © 2015 InfoTrends
  43. 43. Thank You! Phone: +49 176 8448 6057 Email: david.stabel@infotrends.com Web: www.infotrends.com Blog: blog.infotrends.com Twitter: @davidstabel Content Copyright © 2015 InfoTrends More info about your host on www.scripturaengage.com

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