The document discusses customer communication management (CCM) and how it allows businesses to take control of customer communications by integrating legacy output systems, managing communication profiles and rules, and ensuring the right message, content, channel, and brand based on factors like the sales channel, customer, and output type. CCM is likened to having control of the "ball" in soccer in order to win, and playing soccer in ballet shoes as a metaphor for businesses properly equipping themselves for customer communications.